Gen-Z, Millennial Opps: Quest Nutrition brings in new creative AOR (Score 12)

Sales lead: Reach out to offer ad space & inquire about other agency opportunities. 

• Quest Nutrition (QN) named BBH creative AOR in October 2023.
• The agency is responsible for brand strategy and campaign development. 

Target demographic: Gen-Z & millennials

The company will likely:

• Continue increasing digital spend
• Launch an ad campaign
• Seek additional agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: QN spent about $2.6m on national TV ads YTD, down 24% from $3.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $1.8m in 2021 to $4.2m in 2022. 
• Ad programming: It placed ads during programming such as Word Party, Supernatural, How High 2, Casino, and The Hunt for Red October. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: QN spent around $18.2m on digital display ads YTD, a huge increase from $3.2m spent in this channel during the same time period of 2022. 
• YTD data: 1.3b impressions via YouTube (93%), Instagram (5%), and Facebook (2%). 
• 2021-2022 spend: Full-year spend fell from $12.6m in 2021 to $3.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, walmart.com, and jet.com. 

Additional channel insights  

• Vivvix: QN also invests in local broadcast. 

Agency analysis:

• Opportunity: Agency appointments commonly follow one another, so get in touch now to be top-of-mind.
• Current roster:
  • BBH: creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.