Millennial Media Opps: Starbucks Canada announces new creative AOR (Score 53)

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

• Starbucks Canada (SC) named Leo Burnett Toronto creative AOR in December 2023.
• Listenmore handled the review for SC.
• The agency will officially begin on January 1st, 2024. 

Target demographic: Millennials

The company will likely:

• Increase ad spend
• Launch fresh creative or an ad campaign early next year
• Make additional agency changes

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

• YTD spend: SC spent nearly $3.3m on digital display ads YTD, a 10% increase from $3m spent in this channel during the same time period of 2022. 
• YTD data: 768.7m impressions via Facebook (82%), YouTube (15%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend fell by 54% from $6.8m in 2021 to $3.1m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, youtube.com, reddit.com, theweathernetwork.com, and tout.tv. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as lapresse.ca, variety.com, goodhousekeeping.com, genius.com, and buzzfeed.com. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so reach out now to see if SC plans on making any more changes. 
• Current roster:
  • Spark Foundry: media AOR
  • MSLGroup: influencer marketing
  • Edelman: PR AOR
  • Media Profile: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.