We Told Ya: 5 Agency Shifts We Called in H1 - Winmo

Beating your competition to the pitch can prove to be extremely challenging, especially when everyone is reacting to the same industry news.

However, what if you could have predictive analytics to stay informed on sales opportunities weeks, months, or even a year in advance? Our team of in-house researchers make this possible by tracking numerous sales triggers daily and crafting the opportunities into quick, actionable reads.

While bragging can sometimes be seen as pretentious, we think it’s worth highlighting the sales opportunities our team predicted ahead of the trade publications. Insights like this help our customers make connections and close deals 2x faster than their competitors.

Take a look at our H1 “Told Ya” agency shifts here, and also where we are forecasting new business opportunities still exist:

1. Grey Goose Taps Global Creative AOR, Social and Digital AOR

Winmo customers got these insights on 01/31/19!

Everyone else read about it on 04/16/19.

Grey Goose selected MullenLowe to replace incumbent global creative AOR BBDO Worldwide, reported April. The Bacardi-owned vodka brand also tapped Publicis Sapient as its global digital and social AOR. Lee Applbaum, who became global CMO of Grey Goose in August, used both agencies while overseeing marketing at Patron Spirits.

The agencies plan to help Grey Goose reposition its brand identity in order to compete with Stolichnaya, SKYY, Tanqueray, and Tito’s. The new agencies on board will also assist in combating sales declines.

Media Seller Opportunity: In order to accomplish these goals, a new campaign is likely sooner rather than later. Sellers with high reach among a male demographic are encouraged to reach out. Then, keep an eye on top spending periods Q2 and Q4.

Agency and Martech Opportunity: According to sources, OMD will remain on traditional media for all of Bacardi, but the relationship is in question considering agency reviews typically follow one another and Applbaum is a new leader in place. With new personnel as well, reviews are possible within the next 12-18 months following April reports.

2. Kroger Searches for First Creative AOR Amid Spend Increases

Winmo customers got these insights on 01/11/19!

Everyone else read about it on 02/11/19.

According to Adweek, Kroger is on the hunt for its first creative AOR, reported February. The agency will also be responsible for its local and regional brands, but will not impact Kroger’s relationship with multicultural AOR The Community.

This agency search follows the promotion of Gil Phipps to VP of branding and marketing for Our Brands, along with several other shifts in leadership.

Media Seller Opportunity: A new campaign will likely launch once the new agency comes on board, so sellers should reach out now in order to remain top-of-mind. Spend is high throughout the year, with a spike in Q4. Recently, Kroger has placed a heavier emphasis on reaching the millennial audience, but still runs ads to appeal to Gen-X and boomers. Therefore, sellers are encouraged to approach with a high ROI and omnichannel strategy.

Agency and Martech Opportunity: Since reviews tend to follow one another, additional reviews are likely to begin within 12-15 months of February reports. In addition to The Community and 84.51, Kroger works with digital agency SapientRazorfish and handles media in-house through Kroger Media Services.

3. Planet Fitness Names New Lead Agency of Expansion Plans

Winmo customers got these insights on 08/14/18!

Everyone else read about it on 02/07/19.

Planet Fitness named Barkley as its new lead agency, reported February. The agency will be responsible for assisting with creative, strategy, design and media buying and planning. Brand awareness will serve as the main priority as the chain continues to expand its US presence. This shift comes six months after Roger Chacko was appointed chief commercial officer.

Media Seller Opportunity: Adbeat reports Planet Fitness has spent $1.8 million on digital display ads over the past year, most of which were placed programmatically through Google and Amazon. Top geographic locations include LA, NYC, and Miami. Keep in mind top targets are female millennials as well as first-time gym goers.

4. Harley-Davidson Concludes Creative Review, Selects Droga5

Winmo customers got these insights on 11/16/18!

Everyone else read about it on 01/16/19.

Harley Davidson completed its creative review and tapped Droga5, reported in February. The agency plans to bring new ideas to assist with expansion and open up into new market audiences.

According to sources, the review was project-based and involved only non-roster shops, but the finalist also has the potential to become the creative AOR. Therefore, the status of IPG’s dedicated Harley-Davison agency, Team Ignite, is unknown following the Droga5 hire.

Media Seller Opportunity: Sellers are encouraged to reach out with Droga5’s first campaign slated to drop this year. The brand is working to increase reach among women, as well as multicultural audiences and millennials. Top spending periods fluctuate, so keep an eye on new products and an opportunity to secure revenue year round.

Agency and Martech Opportunity: Reviews tend to follow one another, so those with automotive backgrounds are encouraged to reach out for media and digital work. Focus pitches on helping increase engagement among different audiences. Keep in mind competition will likely include MullenLowe MediaHub. Our in-house team of researchers predicted reviews within 3-6 months of Droga5’s hire.

5. Campaign Imminent: Captain D’s Names New Media, Creative AORs Amid Spend Increases

Winmo customers got these insights on 09/06/18!

Everyone else read about it on 01/28/19.

Following the hire of CMO Chris Kuehn, seafood QSR chain Captain D’s selected Horizon Media as its new media AOR in January. Horizon replaces incumbent Empower and will oversee all channels.

Media Seller Opportunity: Sellers are encouraged to reach out for revenue tied to the 50th anniversary celebrations, along with menu innovations, new products, and new locations. Since Captain D’s does not have a national presence, those near specific locations will have the advantage. The target demographic consists on millennials and Gen-Z with no top spending period established.

Agency and Martech Opportunity: Creative and media work are off the table, but there may be an opportunity for PR work. Fish Consulting has been on the account since roughly 2015, approaching average agency tenure of 3-4 years. Reviews are likely within 6-9 months of the January reports.