Hill+Knowlton Strategies | Agency Profile, Contacts, AOR, Client Relationships

• The agency will handle media execution across the buyer journey, lead performance analytics, and consult Glanbia's in-house integrated marketing and media team.
• This move consolidates the company's media under a single agency platform. Up until now, it has worked with different agency partners for various brands.
• These incumbents include Assembly and MMI.
• We suggested additional agency reviews would follow Glanbia's recent PR AOR appointment.
• The company will likely:
  • Continue increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Glanbia's protein supplements appeal to male Gen-Z and millennials.
  • Its weight-loss products appeal to female millennials and Gen-X.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Glanbia's brand has spent approximately $6.6m on national TV, a mere 55% of the approximately $11.9m spent by this point last year.
  • Last year: The brand spent around $15m on this channel in 2021 and around $15.6m in 2020.
  • 2022 ad programming: SlimFast's 2022 commercials have aired during shows such as The Golden Girls, Frasier, Married at First Sight, Castle, and Friends.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $16m toward digital ads YTD, 38% more than the roughly $11.6m allocated within the same 2021 timeframe.
  • YTD data: Since the beginning of 2021, Glanbia has earned about 1.7b digital impressions via Facebook (36%), desktop video (34%), Instagram (29%), and desktop display (1%) ads.
    • Glanbia has placed most (99%) of these ads site direct onto destinations such as facebook.com, youtube.com, instagram.com, amazon.com, and twitch.tv.
  • Last year:  The company's estimated full-year 2021 spend of $15.1m reached 45% more than that of $10.4m in 2020.
• Additional channel insights  
  • The company also utilizes OOH, print, and local broadcast.

• Opportunity: Agency reviews often follow one another, so get in touch soon to offer creative, digital analytics, and/or social media management services.
  • This media AOR appointment closely follows Glanbia's .
• Current agency roster:
  • Horizon Media: Media AOR
  • Hill+Knowlton: PR AOR
  • : Creative AOR (SlimFast)
  • July 2022)

Insight Sources: Broadcast insights estimated by Kantar.