Predicted Agency of Record Shifts in H2 2019 - Winmo
Winmo predicts that several brands, including Organic Valley—which recently promoted a new marketing EVP and plans to expand its marketing team—are likely to undergo agency of record shifts in the second half of 2019, with such changes often triggered by factors like new marketing hires, increased funding, or strategic shifts, enabling media sellers and vendors to proactively target these opportunities.
Whether you’re a media seller, vendor or new business professional, we all wish we had a crystal ball when it comes to accurately forecasting agency of record (AOR) shifts. When a brand hires a new AOR, there is typically a multitude of agency reviews and vendor shifts to follow in the coming months. How do you know an AOR shift is on the horizon? Hold tight—here’s some valuable intel.
There are several triggers that suggest a brand might be reviewing agency relationships, including:
- The hire of significant marketing personnel
- New or increased funding
- New markets and audiences
- Recent signs of struggle
- Product launches
- Spending shifts
Though no one has ever proven the ability to accurately predict the future, by tracking these factors internally at Winmo, 74% of account shifts have been predicted accurately, 3–18 months before they take place.
To help you have a competitive advantage, here is a list of brands predicted to make AOR shifts in H2 2019, along with the context behind these predictions and actionable insights for outreach.
1. Organic Valley
Named Marketing EVP Amid Brand Focus
Organic Valley promoted Lewis Goldstein to marketing EVP (brand CMO function) in February 2019. Goldstein, with the company since 2011, previously served as executive marketing director and most recently as brand marketing VP. Under his leadership, the brand plans to expand the marketing department and is seeking an associate brand manager and PR director.
Agency & Martech Opportunity: New personnel are expected to review agency relationships and possibly switch partners. New business professionals and vendors should reach out soon to secure potential revenue. Humanaut has handled creative, digital, and social since 2015, while Junction 37 has handled media since 2016.
Focus pitches on helping Organic Valley with its new marketing strategy, which emphasizes authentic stories that promote the brand and its mission to go against “goodwashing” companies.
2. E. & J. Gallo Winery
Launched Two New Campaigns After Hiring New CMO & Marketing VP
E. & J. Gallo Winery promoted Stephanie Gallo to CMO in November. Anna Bell filled the position of marketing VP, along with several lower-level marketing title shifts. Personnel changes under this leadership are anticipated.
Creative is currently split between Odysseus Arms, Proof Advertising, and BBDO, while media is handled by The Integer Group. Frank Collective assisted with a new campaign for the Barefoot brand.
Agency & Martech Opportunity: Recent campaigns include “Joy of Missing Out,” promoting the new 3-liter box format “On Tap,” with videos featuring Mindy Kaling running across YouTube, social media, and Barefoot’s website. Sellers are encouraged to reach out for last-minute revenue from the campaign.
Media Seller Opportunity: Sellers may also secure revenue from Barefoot’s new canned wine spritzers. E&J is slated to buy 30 low-priced wine brands from Constellation Brands for $1.7B in a deal ending in H2, likely leading to promotions tied to those brands.
3. Chuze Fitness
Named CMO To Assist With Expansion and Growth Plans
Chuze Fitness hired Billy Grenham as its new CMO in April. He joins a marketing team with recent new hires and promotions.
Agency & Martech Opportunity: New marketing personnel are expected to review agency relationships within the next 3–12 months. Agencies and vendors with fitness experience should reach out immediately and focus pitches on helping Grenham with his duties.
Grenham aims to grow the chain by building community, offering a “signature customer experience” based on authenticity and intention, and showcasing Chuze’s commitment to fun fitness. Differentiators include in-house cinema, child care, HIIT training, heated yoga, smoothie bar, and hydromassage, setting it apart from competitors like Planet Fitness, Gold’s Gym, and LA Fitness.
Media Seller Opportunity: These focuses will help Chuze garner more awareness for its expansion plans. The chain will open eight new gyms in 2019, with plans to expand nationally. Increased spend is expected, so media sellers should begin reaching out.
4. Sittercity
Hired New Marketing Leader As Spend Increases
Sittercity hired Sachin Gadhvi as its new marketing head (brand CMO function) in April. He previously served as growth marketing VP of Cars.com.
Gadhvi plans to leverage new tools like search-by-availability and request-to-interview to gain traction among millennial parents and help Sittercity accelerate with a new brand vision.
Agency & Martech Opportunity: Gadhvi will likely bring on agencies to assist with his duties. PR has been handled by Devine + Partners since at least 2018. Focus pitches on differentiating Sittercity from competitors like UrbanSitter, Care.com, and Rover.
Media Seller Opportunity: Gadhvi is expected to further increase the brand’s spend to help it grow. Sittercity primarily targets millennial parents, especially moms, and usually spends highly throughout the year.
5. Tribucha
Raised $1.5M Under New CEO, Searching For Marketing Head
Tribucha, a North Carolina-based kombucha manufacturer, hired Paul Pritchard as CEO in November. Under his leadership, the brand raised $1.5M in a Series A funding round to improve marketing efforts and stay top-of-mind amid the growing kombucha industry. Tribucha plans to expand its sales and marketing team with 15 new personnel, including a head of marketing.
With additional funding, Tribucha plans to expand distribution from 900 accounts to more than 1,500, aiming to go national and break into Texas with a partnership with KeHE.
Sponsorship Opportunity: The brand has been improving marketing efforts with sponsorships, including partnerships with the North Carolina Football Club, North Carolina Courage, and The Raleigh Distance Project. Sponsorship sellers are encouraged to reach out.
Agency & Martech Opportunity: Once the head of marketing is selected, it is likely that an AOR and other agencies will be brought on board. The brand will likely work with a partner with strong PR capabilities. Focus pitches on helping Tribucha grow and differentiate from competitors such as Lion Heart Kombucha, Kevita, and Humm Kombucha.
Media Seller Opportunity: With $1.5M in funding and expansion plans, national sellers should reach out to stay top-of-mind. East Coast, Midwest, and Southwest sellers should capitalize on immediate opportunities. The brand does not have a top spending period, so keep an eye on year-round revenue and revenue tied to new flavors debuting at Natural Product Expo East in September 2019. The primary targets are millennials and Gen-X.
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