Gen-Z, Millennial Media Opps: Clorox continues increasing digital spend significantly
Aug 11, 2021

Over the past three years, Clorox's eCommerce business has nearly doubled, largely due to leaning into digital marketing, according to execs in its latest earnings call. Since things are going so well, I expect Clorox will continue investing more in that digital marketing. Throughout the quarter, strong advertising and sales investments reportedly did a good job of building loyalty among new customers. Execs expect Clorox's 2022 fiscal year (FY) to see advertising spend to reach around 100% o...

Male Gen-Z Opps: Maker's Mark significantly increasing spend
Aug 11, 2021

Distillery Maker's Mark (MM)'s digital spend has skyrocketed since the company is seizing the opportunity provided by the vaccine, which has allowed people to start going to bars again. Sellers able to offer high-ROI digital strategies among Gen-Z men should contact soon to secure last-minute 2021 ad dollars. Per iSpot, the company has allocated roughly $5.8m toward national TV commercials so far this year, over double the roughly $2.3m it had allocated by this point last year. MM ended up...

Vail Resorts announces leadership changes (Score 60)
Aug 11, 2021

Vail Resorts (VR) announced several leadership changes, effective November 1st, following CEO Rob Katz's retirement. Kirsten Lynch, the current CMO, will takeover as CEO, with marketing VP Ryan Bennet stepping into the CMO role. Lynch joined VR in 2011 and served as CMO of PepsiCo's Quaker Division before that. Bennet joined VR in 2019 as marketing analytics and insights VP. He served as partner and managing director of the Boston Consulting Group before VR. These changes will affect the comp...

Campaign Imminent: L'Occitane launches new product amid paid social spend increase (Score 55)
Aug 11, 2021

L'Occitane recently debuted a new skincare product, Immortelle Reset Triphase Essence. The company's spend is already increasing, so I expect it to continue doing so to promote this first-of-its-kind product.  So far this year, Pathmatics reports L'Occitane has spent roughly $895.8k on digital ads, up 46% from the roughly $614.4k it spent within the same 2020 timeframe. The company's estimated full-year 2020 spend of $1.5, reached almost double that $833.5k in 2019. L'Occitane has earned ~...

Digital Momvertising Opps: Procter & Gamble continues ramping up digital spend
Aug 11, 2021

Procter & Gamble (P&G)'s shifting back to marketing taking the lead as far as investment dollars are concerned, as execs noted in their most recent earnings call. Last quarter, marketing reinvestment was higher than expected; it increased by 170 basis points on top of a 270-basis point investment last year. P&G is also notably focused on innovation. As more products roll out, the company will keep spending highly on advertising efforts. View approximations of top brands' recent TV spend, c...

Gen-X, Millennial Opps: CarMax launches campaign featuring Usain Bolt (Score 23)
Aug 11, 2021

CarMax releases new creative work from AOR The Martin Agency. The company is promoting its new appraisal service by comparing its speed to the fastest man in the world, Usain Bolt. It is being supported by an online video ad of Bolt racing the appraisal service along with social media activations. Sellers should contact CarMax to see if there is still time to provide ad space.  According to Pathmatics, CarMax earned 2b impressions YTD through Facebook ads (37%), desktop video ads (31%), In...

Digital Momvertising Opps: Kraft Heinz's spend increasing significantly
Aug 11, 2021

Kraft Heinz (KH) is reportedly improving its marketing's creative content. According to execs in its latest earnings call, the company will increase marketing spend and work to make it effective over the coming months. Sellers should get in touch soon to secure last-minute ad dollars for the rest of 2021. View iSpot's approximations of top brands' recent TV spend here. So far this year, Pathmatics reports KH has spent roughly $81.5m on digital ads, almost triple the roughly $28.1m it sp...

Campaign Imminent: H&R Block taps creative & PR AORs (Score 67)
Aug 10, 2021

H&R Block recently named Carmichael Lynch and Carmichael Lynch Relate as creative and PR AORs, respectively. Carmichael Lynch will lead creative, social media, and brand, and Carmichael Lynch Relate will lead corporate communications and PR. Previously, Deutsch LA has handle creative, and Edelman has handled PR.  Pile and Company ran this AOR search, which began in the sprint and ended in July. We figured a shift like this would follow H&R Block's relatively recent hire of product and expe...

Midwest Media Opps: Meijer tests new campaign regionally as spend skyrockets
Aug 10, 2021

This is a pretty major deal, folks - Meijer (Major? Meijer? Anyone?) recently debuted a new campaign in which it promotes its delivery service and updated app. The year-long campaign's latest spot, "Stop and Go," launched on August 1 (see video above) in six Midwestern states; it's the second of four ads to roll out as part of this new effort. So far this year, iSpot reports Meijer has allocated roughly $59.4k toward national TV commercials, up almost exponentially from the roughly $6.2k i...

Morgan Stanley announces new media AOR (Score 65)
Aug 10, 2021

Morgan Stanley (MS) tapped Mediahub as its media AOR in August 2021. This includes recently acquired E-Trade's business as well. The company believes consolidating its business under one AOR will help smoothen E-Trade's transition to MS's subsidiary. The agency will be tasked with media strategy, planning and activation. MS's  and E-Trade's combined media spend is reportedly close to $200m. MS most recently worked with Spark Foundry and E-Trade's incumbent was Media Assembly.  Please view ...