Female Gen-X, Millennial Opps: Cotton wraps up creative review (Score 23)

Sales lead: Contact Cotton's DMs to start offering ad space & other agency services. 

• Cotton completed the review we told you about in July. 
• The company selected Gale as its new creative AOR.
• Gale's first creative work will reportedly debut in spring 2024. 
• Joanne Davis handled the review, which replaced Adam&EveDDB. 

Target demographic: Gen-X & millennial women

The company will likely:

• Make additional agency changes
• Ramp up ad spend
• Release fresh creative work/launch an ad campaign

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Cotton spent about $7m on national TV ads YTD, a slight (5%) decrease from $7.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 25% from $11.1m in 2021 to $8.3m in 2022. 
• Ad programming: It placed ads during programming such as American Idol, Vanderpump Rules, The Masked Singer, The Real Housewives of New Jersey, 9-1-1, and Dancing With the Stars. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Cotton spent approximately $2.9m on digital display ads YTD, a 31% decrease from $4.2m spent in this channel during the same time period of 2022. 
• YTD data: 344.9m impressions via Instagram (37%) YouTube (33%), Facebook (11%), desktop video (9%), desktop display (5%), and mobile display (4%). 
• 2021-2022 spend: Full-year spend jumped 43% from $3.5m in 2021 to $5m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as instagram.com, youtube.com, facebook.com, fandom.com, and wellandgood.com. It placed 3% of these ads indirectly through Google AdX+AdSense and BuzzFeed Sponsored onto sites such as wellandgood.com, mindbodygreen.com, buzzfeed.com, snopes.com, and dexerto.com. 

Additional channel insights  

• Vivvix: Cotton also invests in print and local broadcast. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Mindshare: media buying & planning
  • Gale: creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.