Biggest AOR Shifts Creating Opportunities for Sellers

October 30, 2024

As we head deeper into Q4 2024, a fresh wave of AOR shifts creates significant new business opportunities for sellers. From increased ad budgets to new agency partnerships, now’s the time to tap into fresh ad sales, agency services, and brand partnerships. Here’s a look at some of the most promising shifts in account management roles and where you can make your mark.

1) Taylor Farms expands agency roster

Sales Lead: Start offering 2025 ad space now.

In October, Taylor Farms (TF) appointed Erich & Kallman as its new creative AOR, responsible for crafting campaigns across all media channels, launching in early 2025. Additionally, Hunterblu joins TF as their lead media agency. As the brand builds out its agency team, expect a push toward campaigns emphasizing its farm-to-table ethos, appealing to health-conscious Millennials and Gen-Xers.

Opportunity: TF may seek additional social media, digital, or PR support.
Digital Spend: TF spent approximately $69.4k on digital ads year-to-date, down from $276.3k in 2023. Programmatic ads comprised 74% of impressions across platforms like YouTube, Facebook, and Instagram.
Prediction: Anticipate increased ad spending to back new campaigns and a continued focus on sustainability-focused content.

2) California Pizza Kitchen revamps for 40th anniversary

Sales Lead: Connect with CPK to offer ad space as budgets likely increase.

California Pizza Kitchen (CPK) is shaking things up with new agency partnerships to celebrate its 40th anniversary in 2025. Iris has taken on the creative and social AOR role, with Blue Engine handling PR and Push assigned to special projects. CPK’s recent hires signal a major increase in digital spending as they seek to connect with Millennials and Gen-Xers through experiential campaigns and influencer collaborations.

Opportunity: CPK may need more agency services to round out its team.
Digital Spend: Year-to-date, CPK’s digital ad spend reached $3.5M, up from $1.3M in 2023, with a 99% focus on Programmatic advertising.
Prediction: With its new AORs, expect CPK to try new marketing channels and engage more through social and digital efforts.

3) Bonchon’s US expansion and digital focus

Sales Lead: Reach out to offer ad space and agency services.

Bonchon Korean Fried Chicken tapped Carson+Doyle as its lead U.S. creative agency in October, prioritizing digital and social media marketing with plans to grow CTV investment in 2025. As Bonchon aims to expand from 145 to 500 U.S. locations by 2029, it is ramping up its digital presence, targeting Gen-Z and Millennial audiences.

Opportunity: Bonchon may seek further digital or social media support.
Digital Spend: With a 79% year-over-year increase, Bonchon’s digital spend reached $529.8k this year, yielding 94.5M impressions primarily via Programmatic.
Prediction: Localized campaigns around new store openings, influencer partnerships, and experiential marketing are anticipated as Bonchon scales.

4) Crystal Coast Tourism looks beyond summer

Sales Lead: Explore advertising and sponsorship opportunities to support seasonal campaigns.

Crystal Coast Tourism Development Authority (CC) recently appointed FerebeeLane as creative AOR, focusing on attracting off-season visitors. This strategy aims to increase awareness of lesser-known attractions through TV, digital, print, and social media campaigns.

Opportunity: CC may need more agency assistance to support its expanded digital efforts.
Digital Spend: With a 59% year-over-year increase, CC’s digital ad spend hit $539.1k YTD, spread across platforms like The Knot, Weather.com, and Yahoo.
Prediction: As CC pushes for off-peak visitation, authentic travel experiences and collaborations with local artisans will be key themes.

5) SickKids Foundation elevates creative

Sales Lead: Contact SickKids for ad space and social or digital service opportunities.

SickKids Foundation appointed FCB as its creative AOR in the nonprofit sector, replacing Cossette. With an anticipated return to 2023 spending levels, SickKids plans to launch a new fundraising campaign targeting Gen-X and Millennial donors.

Opportunity: SickKids may seek additional social or digital marketing support.
Digital Spend: Though current spending is just $2.8k, last year’s total was $305.8k, suggesting potential for higher investment in upcoming campaigns.
Prediction: Expect more targeted digital campaigns as SickKids expands its fundraising efforts.

6) Microsoft taps BODEN for Hispanic PR

Sales Lead: Inquire about PR, partnership, and sponsorship opportunities targeting the Hispanic community.

Microsoft’s appointment of BODEN Agency as Hispanic PR AOR marks a strategic move to enhance engagement with Hispanic audiences. BODEN will handle media relations and creator partnerships to expand Microsoft’s reach within the community.

Opportunity: Microsoft may be open to additional agency services as it grows its Hispanic-focused initiatives.
Digital Spend: With a YTD digital ad spend of $811.6M, Microsoft has shown a solid commitment to Programmatic, Direct, and Ad Network channels, coupled with substantial CTV ad investments.
Prediction: Hispanic-focused campaigns, influencer partnerships, and community outreach are expected to be priorities.

7) Eyesafe boosts brand awareness with new PR AOR

Sales Lead: Reach out to explore media and partnership opportunities.

Eyesafe appointed 5W as its PR AOR in September 2024, aiming to increase awareness around blue light exposure risks. The campaign will target tech users and health-conscious consumers, particularly around Eyesafe’s partnerships with brands like HP, Dell, and Lenovo.

Opportunities: Eyesafe may be open to agency support to broaden its reach in healthcare and tech.
Digital Spend: After spending $4.1k in 2022, Eyesafe’s digital investment has been minimal, suggesting growth potential.
Prediction: More partnerships with consumer electronics brands and influencers are likely as Eyesafe positions blue light protection as an essential tech feature.

8) The Wine Group uncorks new campaigns for 2025

Sales Lead: Offer ad space and explore agency support for new lifestyle campaigns.

The Wine Group (TWG) tapped Erich & Kallman as creative AOR for Cupcake Vineyards and Franzia. With campaigns scheduled for early 2025, TWG’s focus on Millennial and Gen-X women suggests a push towards lifestyle and entertainment channels.

Opportunities: Agency work could expand as TWG explores new partnerships and sponsorships.
Digital Spend: YTD spending dropped sharply from $4.5M to $15k for Cupcake, suggesting renewed investment in 2025.
Prediction: Expect more campaigns tied to events and influencer partnerships as TWG rebuilds its digital strategy.

9) Academy Sports + Outdoors targets new markets

Sales Lead: Reach out for advertising or sponsorship opportunities as the Academy expands its market reach.

Academy Sports + Outdoors chose McGarrah Jessee as AOR, managing brand, strategy, creative, and media. With an eye on Gen-X and Millennial parents, Academy will run multi-channel campaigns supporting new store launches.

Opportunities: Social media or PR services could complement the Academy’s brand expansion.
Digital Spend: Digital spending nearly doubled to $14.1M YTD, with a significant Programmatic focus.
Prediction: Increased sponsorships, influencer collaborations, and multi-market campaigns are likely as the Academy grows.

10) Tree Hut embraces experiential marketing

Sales Lead: Contact Tree Hut’s decision-makers to support brand visibility initiatives.

Tree Hut, a skincare brand popular among Gen-Z and Millennial women, appointed Bakery as its first-ever AOR. Bakery’s task is to manage experiential events and boost social engagement to enhance Tree Hut’s visibility.

Opportunities: With an emphasis on brand engagement, Tree Hut may require additional agency services.
Digital Spend: Tree Hut’s digital investment fell significantly in 2024 but may rebound as it pursues a multi-channel strategy.
Prediction: Look for heightened social media and influencer campaigns as Tree Hut revamps its brand presence.

These AOR shifts underscore fresh sales and partnership opportunities as brands like Taylor Farms, CPK, and Bonchon expand digital and experiential marketing strategies. Meanwhile, organizations like Microsoft and SickKids Foundation broaden community-focused campaigns, while lifestyle and tech brands like The Wine Group and Eyesafe reimagine their digital strategies. Sellers, now’s the time to reach out and position yourself for these burgeoning opportunities.