Leo Burnett Worldwide | Agency Profile, Contacts, AOR, Client Relationships

• The brand has rebranded its bottles, website, and point-of-sale materials.
  • This new design was made by JB with assistance from .
  • It involves JB's rosette logo but in a rounder, warmer, and "more inviting" version with a new typeface.
  • The new visual identity and packaging will reportedly launch in the US in June 2023.
• The campaign, "People Are Good For You," utilizes brand authenticity and the power of spending time with friends in order to bolster emotional connections with viewers.
  • It rolled out across broadcast TV, streaming, digital, and social channels.
  • TV ads will run five times each week on live sports and cable ahead of Memorial Day and Father's Day.
  • The campaign was made by September 2022.
• This is all part of an effort to build brand meaning, relevance, distinctiveness, and consistency.
• The brand will likely:
  • ​​​​​​​Continue rolling out promotional material
  • Keep increasing digital spend
  • Conduct additional agency reviews
• Target demographic: 
  • ​​​​​​​Gen-Z and millennial men

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, JB has spent approximately $3.6m on national TV commercials, only about a third of the approximately $9.3m spent within the same 2022 timeframe.
  • Last year: The bourbon brand spent around $20.6m on this channel in 2022 after having spent 6% more, around $21.8m, in 2021.
  • 2023 ad programming: JB's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, NFL Football, SportsCenter, MLB Baseball, and the 2023 World Baseball Classic.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $1.4m toward digital ads YTD, almost 5x the roughly $31.1k allocated by this point last year.
  • YTD data: Since the beginning of 2023, JB has earned ~174.1m digital impressions via Facebook (66%), Instagram (21%), YouTube (12%), and desktop display (1%) ads.
  • Last year: The brand's estimated full-year 2022 spend reached $2.6m, 19% less than that of $3.2m
• Additional channel insights  
  • The brand utilizes linear, OTT, local broadcast, print, digital, OOH, Google Ads, and Twitter ads.
  • JB holds planning conversations in Q1 and buying conversations in Q4.
  • The brand also works with sports sponsorships with teams such as the .

• Opportunity: Get in touch in case JB seeks PR, media, digital analytics, experiential, multicultural and/or influencer support following the September 2022 AOR hire.
• Current agency roster:
  • ​​​​​​​Leo Burnett: Creative and social AOR (September 2022)
  • Turner Duckworth: Creative agency partner (at least for this rebrand project)
  • : Creative AOR
  • : Creative AOR
  • : PR AOR
  • : Media and multicultural AOR
  • : Creative agency partner

Insight Sources: Broadcast, linear, and OTT insights estimated by .