Millennial Media Opps: Helzberg Diamonds chooses lead media partner (Score 22)

Sales lead: This appointment will likely lead to spend shifts & additional agency changes. 

• Helzberg Diamonds appointed Walz Tetrick as its lead media agency in October 2023.
• The agency is responsible for media planning/buying, research, and general marketing consultation. 
• This replaces the incumbent shop, Horizon Media. 

Target demographic: Millennial women & gift-giving men

The company will likely:

• Revise media strategy
• Keep increasing digital spend
• Make additional agency changes

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

• YTD spend: Helzberg spent nearly $1.8m on digital display ads YTD, a 20% increase from $1.5m spent in this channel during the same time period of 2022.
• YTD data: 245.8m impressions via Facebook (69%), Instagram (21%), YouTube (6%), desktop video (2%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell by 12% from $3.4m in 2021 to $3m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, espn.com, and theknot.com. It placed 1% of these ads indirectly through an unknown channel onto heraldweekly.com and foxnews.com. 

Additional channel insights  

• Vivvix: Helzberg also invests in OOH, radio, and local broadcast. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so contact Helzberg's DMs to see if it is looking for any more help. 
• Current roster:
  • Carmichael Lynch: creative, digital, social, & programmatic
  • Walz Tetrick: media