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SponsorUnited Competitive Analysis
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Three in four marketers are increasing spending in 2022, according to a Gartner survey released this May. But, how can you know which brands still have money to burn? Winmo shows you which advertisers are entering their planning periods — aka that golden window when brand owners and their agency of record partners will determine ad spend investments for upcoming campaigns.
This is when you want to strike up a conversation, because it’s the difference between being included in a major campaign (aka big money) or chasing supplemental dollars. Not that there’s anything wrong with chasing supplemental dollars — we have resources for that too — but today, let’s focus on the bigger catch.
50+ US Advertisers Planning in Q3
Winmo’s US advertiser and agency database tracks 990+ ad spenders that begin their media planning period in Q3. If you’re a client, you can access those searches with ease, but if not, we’ve got you covered with this list of 50+ brands, including these examples gearing up with new agency partners:
Nationwide – Names Media AOR
This June, Nationwide announced Essence as its new media AOR. Ogilvy, Nationwide’s creative AOR, has the same parent company as Essence. The two WPP shops are forming “Team Nationwide” to consolidate all of the company’s media and creative under one team. Team Nationwide’s first work is scheduled for Q4 2022. This replaces incumbent media AOR Universal McCann. Nationwide traditionally targets Gen-Xers, but is turning its focus towards Gen-Zers and millennials. It reaches these demographics through digital display and national TV ads. Since the beginning of 2021, the company has been reducing digital spend while increasing national TV spend. It also utilizes OOH, print, radio and local broadcast TV ads. Sellers who can help reach younger consumers will likely have more success.
Perdue Farms – Named Creative AOR to Reach Women 25-55
In April, Perdue Farms (PF), AKA Perdue Foods concluded a review that began in September by naming Colle McVoy as creative AOR. The agency will now lead creative strategy for Perdue Foods’ consumer business including Perdue, Perdue Harvestland and Perdue Simply Smart.
Colle McVoy reported that PF’s target audience is currently women aged 25-55. This audience is 148% more likely to gather their chicken-related information via social media than the average customer. To reach this audience, PF is utilizing digital (such as TikTok and Instagram) and TV media.
If you’re an agency or martech vendor, remember reviews often follow one another, so down the road, you may have a shot at securing PR, digital analytics and/or media work.
There’s more where that came from – check out the full list of brand owners planning in Q3:
50+ UK advertisers Planning in Q3
Winmo’s UK database tracks 230+ major British advertisers that will begin their planning in this time frame.
Here are a couple on the list:
Heineken UK – Personnel Shifts Among Peak Planning Period
Alcohol giant Heineken will have a new UK managing director in July. Current UK MD, Lawson Mountstevens, will be replaced by the current Russia MD, Boudewijn Haarsma. Mountstevens has not yet announced next steps. Haarsma started with Heineken in 2000 as the general manager of Surinaamse Brouwerij.
If you’re a media seller, there is a good chance of spend increases under the new leadership and marketers. Heineken typically spends the most from April to September. Planning occurs from July to September, while buying happens from April to June. The demographic consists mainly of male millennials and Gen-X.
If you’re an agency or martech vendor, we’ll point out that this shift is among a vast number of low-level marketing changes (additions, promotions, and vacancies) that lead us to believe agency changes may be afoot.
Barclays – Increasing Spend Under New CMO
In April, Barclays Bank promoted Alisa Copeman to UK CMO. She joined the financial institution in 2017 as the marketing head for Barclaycard Business Solutions, but she most recently worked as the marketing managing director for Barclays Payments.
Spend has been increasing because of large boosts to Facebook in-app advertising. That channel should continue to rise — and digital display and brand media should make a comeback —— under the guise of Copeman. Agencies and martechs should reach out to her about potential reviews, though sponsorship opportunities exist as well. M&C Saatchi Sport & Entertainment picked up the account in February, indicating an opportunity for sports and entertainment sponsorships. Want the full agency roster and decision-maker details? Try Winmo UK to get access.
That’s just a couple on the list, get the full rundown of 50+ UK brands planning in Q3:
