Male Gen-X, Millennial Opps: DeWalt Tools selects new creative partner (Score 10)

Sales lead: Get in touch now to offer ad space & inquire about other agency work. 

• DeWalt Tools named Young & Laramore its lead creative partner in November 2023.
• The agency will handle brand strategy and creative development.

Target demographic: Gen-X & millennial men

The company will likely:

• Return to higher ad spending
• Release fresh creative or an ad campaign
• Partner with additional agencies

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

• YTD spend: DeWalt has not aired a national TV ad so far this year.
• 2021-2022 spend: Full-year spend dropped from $9k in 2021 to $2.2k in 2022. 
• 2022 ad programming: It placed ads during ACE Shootout Celebrity Skills Challenge. 

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

• YTD spend: DeWalt spent almost $1.3m on digital display ads YTD, down 50% from $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 149.3m impressions via Instagram (39%), Facebook (26%), desktop video (21%), and YouTube (14%). 
• 2021-2022 spend: Full-year spend equaled $1.2m in 2021 and $3.1m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, weather.com, and abcnewsgo.com. It placed 1% of these ads indirectly through The Trade Desk and an unknown channel onto sites such as chron.com, dailymail.co.uk, destinytracker.com, fandom.com, and westeros.org. 

Additional channel insights  

• Top podcasts sponsored: The Joe Rogan Experience, Real Ghost Stories Online, Louder with Crowder, Dennis Prager Podcasts, and kPod - The Kidd Kraddick Morning Show. 

Agency analysis:

• Opportunity: Agency appointments commonly follow one another, so get in touch now to be top-of-mind.
• Current roster:
  • Young & Laramore: creative