Millennial Media Opps: Wilson selects new lead creative partner (Score 20)

Sales lead: Reach out to offer ad space & other agency services. 

• Wilson Sporting Goods named 72andSunny its lead creative partner in November 2023. 
• The agency is tasked with promoting Wilson's line of premium sportswear.
• It will also develop an ad campaign for 2024. 

Target demographic: Millennials 

The company will likely:

• Keep ramping up ad spend
• Launch an ad campaign
• Seek additional agency partnerships

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

• YTD spend: Wilson spent approximately $3.6m on national TV ads YTD, a huge increase from $455.5k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $18.4k in 2021 to $903.8k in 2022. 
• Ad programming: It placed ads during programming such as AVP Pro Beach Volleyball Tour, PGA Tour Golf, 2023 Western & Southern Open Tennis, and Center Court Live. 

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

• YTD spend: Wilson spent almost $1.6m on digital display ads YTD, a 14% increase from $1.4m spent in this channel during the same time period of 2022. 
• YTD data: 233.8m impressions via Facebook (52%), Instagram (40%), desktop display (5%), mobile display (2%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend increased by 84% from $921.5k in 2021 to $1.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, bleacherreport.com, nfl.com, and youtube.com. It placed 1% of these ads indirectly through Amazon DSP onto sites such as yahoo.com, joebucsfan.com, politico.com, wickedlocal.com, and geoguessr.com. 

Additional channel insights  

• Wilson also utilizes OOH 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:
  • H&S Communications: PR AOR
  • 72andSunny: creative