Biggest Advertisers in Winmo Planning in Q3 2023
In Q3 2023, Winmo highlights three major advertisers including Billie, which promoted Catherine Wolpe to SVP and launched a new board game campaign with $2.63M media spend focusing on digital and social channels, and Kohler, which allocated $15.02M to Hanson Dodge as media agency of record for its new wellness brand Sprig, reflecting strategic shifts and significant media investments tracked by Winmo’s comprehensive database.
Winmo is constantly adding new advertisers and agencies to its database, making it a comprehensive resource for finding advertising, brand contacts, and media spend tracking. Supported by an in-house research team that combines technology and human insight, Winmo tracks client and agency-side decision-makers responsible for North America’s top brand budgets. The team verifies a wide range of data to provide accurate insights to help users win more business.
Three of the Biggest Advertisers in Winmo Planning in Q3 2023
1) Billie Promotes Top Marketer, Launches New Product
- Media spend: $2.63M
- Location: New York, NY
Billie selected Catherine Wolpe as its new top marketer, promoting her from brand marketing VP to SVP. Since her promotion, Billie has launched a new initiative involving a board game called “No Worries If Not,” which highlights daily double standards faced by women. This is part of a larger effort to expand Billie’s presence beyond bathrooms into game nights. The supporting campaign, created in-house, will run across digital and social media channels. The company is expected to continue shifting strategy, return to higher spending, and conduct agency reviews.
Digital and Social Insights:
- YTD spend: Approximately $2.5M on digital ads so far this year, less than a third of the $7.7M spent in the same 2022 timeframe.
- YTD data: ~275M digital impressions YTD, with 39% via YouTube ads, 32% via Instagram ads, and 29% via Facebook ads.
- Last year: Estimated full-year 2022 spend was $8.7M, a 9% increase from $8M in 2021.
Agency Insights:
- Top marketer promotions can lead to roster shifts, so reach out soon to remain top-of-mind.
- Currently utilizes in-house creative.
2) Kohler Hires Agency Partner to Promote New Product
- Media Spend: $15.02M
- Company Revenue: $5.23B
- Location: Kohler, WI
Kohler recently selected Hanson Dodge as the media AOR for its new wellness brand, Sprig. The agency will soon launch a marketing campaign to drive awareness of Sprig and its products, covering various online platforms and influencer marketing. Kohler has adopted a D2C strategy for Sprig’s launch to make its products more accessible and focus on storytelling. Sprig offers premium bath bombs, versatile body and linen mists, and a shower infusion device. Kohler is working to bolster brand awareness for these products and is likely to launch new campaigns, increase digital spend, and seek additional agency partners.
Digital and Social Insights:
- YTD spend: Approximately $6.5M on digital ads YTD, a 48% increase from $4.4M in the same 2022 timeframe.
- YTD data: ~772.1M digital impressions since the beginning of 2023, with 35% via Instagram, 33% via Facebook, 13% via YouTube, 10% via desktop display, 6% via desktop video, and 3% via mobile display ads.
- Last year: 2022’s estimated full-year spend increased by 15% to $9.3M from $8.1M in 2021.
Additional Agency Insights:
- Additional agency reviews could follow, especially after Samie Barr’s recent hire.
- Offer PR, digital analytics, social media management, experiential, multicultural, and/or experiential services.
- Current agency roster:
- Hanson Dodge: Media AOR (June 2023)
- In-House: Sprig Creative
- DDB Chicago: Creative AOR
- The Distillery Project: Creative AOR (2022)
- PMG: Media and digital agency partner
- PHD Chicago: Media agency partner
3) Nordstrom Rack Rebranding Amid Digital Spend Increase
- Media Spend: $13.24M
- Company Revenue: $14.79B
- Location: Seattle, WA
Nordstrom Rack recently rolled out a rebrand with JKR, updating its logo for the first time in over a decade. The rebrand is being promoted across digital platforms, mobile formats, in-person store signage, and online. The brand is expected to continue increasing digital spend, targeting Gen-Z and millennials with a female skew. This rebrand follows the selection of Marie Langhout-Franklin as marketing VP in January 2023.
Digital and Social Insights:
- YTD spend: Approximately $2.1M on digital ads since the beginning of 2023, 50% more than the $1.4M spent by this point last year.
- YTD data: ~214.8M digital impressions so far this year, with 44% via YouTube ads, 34% via Facebook ads, and 23% via Instagram ads.
- Last year: The brand spent roughly $8M on this channel last year, 34% less than the $12.1M spent in 2021.
Additional Agency Insights:
- Contact Deniz Anders, who became Nordstrom’s CMO last year.
- Current agency roster:
- Jones Knowles Ritchie: Creative agency partner (at least for this rebrand project)
- Note: Parent company Nordstrom works with Droga5 on creative and media.
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