Female Millennial, Gen-Z Opps: Elizabeth Arden taps PR shop amid digital spend increases (Score 21)

Sales lead: This appointment will likely lead to higher ad spending & possible additional agency hires. 

• Elizabeth Arden (EA) appointed Talk as its lead global PR partner. 
• The agency is tasked with brand strategy and creative campaign development. 

Target demographic: Millennial & Gen-Z women

The company will likely:

• Continue moving ad dollars from national TV to digital channels
• Launch an ad campaign
• Build out its agency roster

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

• YTD spend: EA spent just $406 on national TV ads YTD, down from $960 spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 53% from $4.3k in 2021 to $2k in 2022. 
• 2022 ad programming: It placed ads during programming such as Adrenaline and Game of Inches. 

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

• YTD spend: EA spent around $1.5m on digital display ads YTD, a significant increase from $251.1k spent in this channel during the same time period of 2022. 
• YTD data: 163.3m impressions via YouTube (49%), Facebook (49%), and Instagram (1%). 
• 2021-2022 spend: Full-year spend increased by 32% from $509.2k in 2021 to $674k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, and instagram.com. 

Additional channel insights  

• Top podcasts sponsored: Planet Money, The Indicator from Planet Money, Pardon My Take, The Bert Show, and English News - NHK World Radio Japan. 

Agency analysis:

• Opportunity: PR appointments commonly precede other agency hires, so get in touch now to be top-of-mind. 
• Current roster:
  • Talk: PR