Accounts Predicted To Hire Agencies Soon - Winmo
WinmoEdge's prediction model, with an 80% success rate, identifies brands likely to hire agencies soon by tracking marketing triggers, highlighting top vulnerable advertisers like Vireo Health—scoring 99 for appointing a new AOR and launching recreational marijuana products—and Pizza Hut—scoring 94 for hiring new C-suite executives from KFC and increasing digital ad spend to support a rebranding focused on humor and younger audiences.
How do you know when a brand is in the market for agency partners? The analysts at WinmoEdge have developed a prediction model that alerts agencies to pitch-worthy accounts months before a review is announced or an agency shake-up occurs. By monitoring triggers like marketing appointments, funding, and existing agency tenure, their model has achieved an 80% success rate in predicting agency reviews and hires.
To provide insight, here are three brands ranking highly on the Vulnerable Account Index (top 100 advertisers predicted to hire agencies in the next 3-18 months). Brands are scored on a scale of 1 to 100, with 100 being the most likely and most imminent.
Advertiser: Vireo Health | Vulnerability Score: 99
Trigger: Company names new AOR, plans for first recreational marijuana product
Colangelo Synergy was named the strategic marketing AOR. “1937” is the brand’s new platform focusing on recreational marijuana products, expanding from its previous focus on medicinal products. This partnership follows an increase in spending reported in June.
Vireo is licensed to sell in Arizona, Maryland, Massachusetts, Minnesota, Nevada, New Mexico, New York, Ohio, Pennsylvania, Puerto Rico, and Rhode Island. Vireo is active on Instagram, so agencies specializing in social media and NE regional marketing, especially those with cannabis industry experience, are encouraged to reach out.
Advertiser: Pizza Hut | Vulnerability Score: 94
Trigger: Hires CMO, CBO from KFC and look to push digital
After hiring a CMO and CBO from KFC in January 2020, Pizza Hut is expected to rebrand, likely following KFC’s approach with humor-based campaigns and partnerships targeting younger males, with a digital and social emphasis.
Pizza Hut spent around $7 million from February 2019 to 2020 on digital display ads. Media sellers should note the recent increase in digital activity, with spending rising at the end of 2019 and continuing into 2020. Agencies specializing in social marketing are encouraged to reach out.
Advertiser: Smile Direct Club | Vulnerability Score: 91
Trigger: Omnichannel focus, increasing spend
Smile Direct Club plans to push omnichannel marketing to increase brand awareness, shifting focus from celebrity sponsors to social media and digital marketing channels. Digital display ad spend nearly tripled from Dec 2017-2018 ($3.8 million) to Dec 2018-2019 ($9.6 million).
While SDC handles creative in-house, decision-makers may be open to shifting media and/or digital. Overall spend is rising, and agencies able to boost foot traffic to SmileShops locations will have an advantage.
Successful Agency Predictions
WinmoEdge boasts an 80% success rate in agency change predictions. Here are some recent examples:
Advertiser: Dave & Busters
Hired new CMO, other changes in leadership
After appointing Brandon Coleman as SVP and CMO, Dave & Busters added Mother Y as their new creative AOR to assist with re-opening campaigns and guest communication.
Advertiser: Weight Watchers
In March, following a new decision-maker, Weight Watchers added WPP Group, Inc.; specifically, Mindshare, Neo, and Wunderman Thompson to handle upstream strategy and media buying & planning in North America. Agencies should expect spending to remain steady through the end of the year, with peak spend during Q4-Q1 (weight loss season).
Advertiser: Budget Blinds
Hires AOR agency after CMO hire
After a CMO change in October 2019, Budget Blinds hired The Many to handle creative and media strategy across TV, digital, video, radio, print, social, and activations. The agency is expected to launch Budget Blinds’ first-ever integrated campaign next year.
For more insights on top advertisers and their agency changes, request a demo at Winmo.
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