Sponsorship
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In today’s fast-paced business landscape, staying ahead of emerging brands is critical for marketers and sales professionals looking to build long-term partnerships. By focusing on companies that are gaining traction—whether through new funding, shifts in advertising strategies, or leadership changes—businesses can capitalize on early-stage growth opportunities. This strategy not only helps build valuable relationships but also gives companies a competitive advantage by aligning with brands that are actively expanding their presence in the market.
Keep reading to discover five emerging brands that have recently made headlines. From Whoop’s search for a new creative partner to Teal’s latest funding round, these companies are on the verge of scaling their operations and increasing their marketing investments. Whether it’s Home Run Dugout securing Series A funding or ButcherBox shifting ad dollars from TV to digital, there are plenty of opportunities for agencies and sales teams to engage with these brands. Read on for a deeper dive into their latest moves and what it means for potential business opportunities.
1) Whoop searches for a new creative partner
Whoop is an athletic performance maintenance company that measures “personal readiness” to perform each day and determines straining and sleep needs. It has worked with Mekanism in the past, but has reportedly launched a creative review, and it’s unclear if there’s an incumbent. Reach out now to see if you can participate in the review. The company’s target demographic is millennial fitness enthusiasts.
Whoop will likely:
- Launch an ad campaign/fresh creative work once it completes the review.
- Conduct additional agency reviews.
Broadcast insights
- YTD spend: Whoop spent roughly $175.4k on national TV ads YTD, down 25% from $234k spent in this channel during the same time period off 2023.
- 2022-2023 spend: Full-year spend dropped from $1.5m in 2022 to $313.3k in 2023.
- Ad programming: 2024 Paris Olympics, 2024 Australian Open Tennis, 2024 Miami Open Tennis, 2024 BNP Paribas Open Tennis, and Center Court Live.
Digital and social insights
- YTD spend: Whoop spent about $16.1m on digital ads YTD, a huge increase from $2.3m spent in this channel during the same time period of 2023.
- YTD data: 1.7b impressions via Direct (52%), Programmatic (46%), and Ad Network (2%).
- 2022-2023 spend: Full-year spend increased from $1.3m in 2022 to $4.2m in 2023.
- Ad location: espn.com, Facebook, youtube.com, TikTok, lpga.com.
Agency analysis: Contact the team now to see if you can submit your pitches. Whoop currently works with M&C Saatchi Sport & Entertainment for digital and PR.
2) Teal scores new funding
Teal is a career growth platform that offers recommendations, tools, and skills to accelerate individual career progress. The platform, which launched in 2019, recently secured $7.5 million in venture funding in August 2024. Contact Teal to help them raise awareness and potentially manage their initial promotional efforts. The company’s target demographic is people currently seeking jobs.
Teal will likely:
- Increase its digital ad spend.
- Ramp up promotional activity.
- Seek agency assistance for further growth.
Digital and social insights
- YTD spend: Teal has spent approximately $14k on digital ads YTD after not spending in the same period in 2023.
- YTD data: 8.4 million impressions, primarily through Programmatic.
- 2022-2023 spend: Total full-year spend was $16.7k in 2022, with no ad spend in 2023.
- Ad locations: X (formerly Twitter), governmentjobs.com, salary.com, exploretalent.com.
Agency analysis: Teal may seek PR assistance soon, so now would be a good time to offer services.
3) Home Run Dugout wraps up Series A
Home Run Dugout (HRD) is a Texas-based baseball-themed entertainment venue that combines indoor batting cages with full-service bar and restaurant offerings. Founded in 2015, the company recently secured $22.5 million in Series A funding. Contact HRD to assist in boosting awareness ahead of its expansion into new locations. The company’s target demographic is primarily male millennials and Gen Z.
HRD will likely:
- Increase marketing efforts to promote new location openings.
- Collaborate with local influencers, sports teams, and event organizers.
- Seek agency assistance to fuel its growth.
Digital and social insights
- YTD spend: HRD spent less than $1k on digital ads YTD, down from $7.4k during the same period in 2023.
- YTD data: 193.6k impressions via Programmatic (78%) and Ad Network (22%).
- 2022-2023 spend: Full-year spend reached $8.4k in 2023, with no spend in 2022.
- Ad locations: Facebook, sports.yahoo.com, YouTube, Funny SMS Tones (Android), TVStreams (Android).
Agency analysis: Now would be a good time to offer PR services.
3) ButcherBox shifts ad dollars from TV to digital
ButcherBox, founded in 2015, delivers high-quality meats directly to consumers, including 100% grass-fed beef, free-range organic chicken, humanely raised pork, and wild-caught seafood. Headquartered in Boston, MA, ButcherBox has been increasing its digital spend this year while scaling back on national TV ads. Reach out to ButcherBox’s team for more information on their evolving marketing strategy. The company’s target demographic is primarily millennials.
ButcherBox will likely:
- Continue increasing digital ad spend.
- Partner with influencers and content creators.
- Consider agency assistance to further develop their creative strategy.
Broadcast insights
- YTD spend: No national TV ads aired so far in 2024.
- 2022-2023 spend: TV spend dropped from $4.4m in 2022 to $3.4m in 2023.
- Ad programming: Previous ads aired during shows such as South Park, Dateline, College Football, and Storage Wars.
Digital and social insights
- YTD spend: ButcherBox spent $10.1m on digital ads YTD, up 77% from $5.7m in 2023.
- YTD data: 1.5 billion impressions, primarily via Programmatic.
- 2022-2023 spend: Full-year digital spend dropped from $18.8m in 2022 to $10.2m in 2023.
- Ad locations: Instagram, Facebook, Reddit, TikTok, and Pluto.tv.
Agency analysis: Now is a great time to pitch PR, digital, social, or creative services. Its current agency roster includes Full Contact Advertising as its media AOR.
4) Provence Beauty hires CMO as it increases spend
Provence Beauty, founded in 2013, is a skincare brand inspired by French and Moroccan beauty traditions. In August 2024, the company appointed Maureen Choi as its new CMO. Reach out to Maureen to introduce your agency and services. The company’s target demographic is Gen Z and millennial women.
Provence Beauty will likely:
- Increase digital ad spend.
- Diversify its digital ad placement.
- Continue partnering with influencers.
- Seek agency assistance for future campaigns.
Digital and social insights
- YTD spend: Provence Beauty spent $31.5k on digital ads YTD after not placing any ads during the same period in 2023.
- YTD data: 3.1 million impressions via Programmatic (99%), with minimal Direct and Ad Network spend.
- 2022-2023 spend: Minimal to no digital spend during these years.
- Ad locations: TikTok, Facebook, Byrdie, MakeupAlley, and Today.com.
Agency analysis: The appointment of a new CMO is a key indicator of upcoming agency partnerships. Now is an ideal time to reach out.