Male Millennial, Gen-X Opps: Maker's Mark rolls out new brand campaign (Score 14)

Sales lead: Get in touch now to score some of these extra campaign ad dollars. 

• Maker's Mark (MM) recently introduced a new campaign called "Make Your Mark."
• The campaign will run across TV, CTV, online video, digital, & social media. 
• It will also be supported by PR, experiential, retail programming, limited-edition product releases, and talent partnerships. 
• This is the first creative work from Leo Burnett, MM's global lead creative partner. 

Target demographic: Millennial & Gen-X men

The company will likely:

• Ramp up ad spend throughout H2
• Continue shifting ad dollars from TV to digital channels
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: MM spent around $256.3k on national TV ads YTD, a significant decrease from $3.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 24% from $11.1m in 2021 to $8.4m in 2022. 
• Ad location: It placed ads during programming such as Diners, Drive-Ins and Dives, Guy's Grocery Games, SportsCenter, American Pickers, and Chopped. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: MM spent approximately $4.3m on digital display ads YTD, a huge increase from $643.2k spent in this channel during the same time period of 2022. 
• YTD data: 469m impressions via desktop display (28%), Instagram (24%), Facebook (23%), YouTube (15%), desktop video (5%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend increased by 14% from $4.3m in 2021 to $4.9m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as instagram.com, facebok.com, youtube.com, epicurious.com, and arstechnica.com. It placed 4% of these ads indirectly through The Trade Desk onto sites such as yahoo.com, wowhead.com, ultimate-guitar.com, thewrap.com, and thepoliticalinsider.com. 

Agency analysis:

• Opportunity: You will likely have the best shot at picking up PR, media, digital, or social media work. 
• Current roster:
  • Leo Burnett: strategic & creative
  • Doe-Anderson Advertising: creative AOR