Rockport emerges from bankruptcy following acquisition (Score 40)

Sales lead: This acquisition will likely impact the company's marketing strategy & agency roster. 

• Rockport, which filed for Chapter 11 bankruptcy in June, has been acquired by Authentic Brands Group. 
• The financial terms have not been revealed. 
• Authentic Brands' DMs believe this will bolster its footwear portfolio.
• Rockport closed its retail locations and pivoted to eCommerce after it filed for bankruptcy. 

Target demographic: Gen-Xers

The company will likely:

• Increase ad spend
• Ramp up promotional activity
• Seek new agency partners

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

• YTD spend: Rockport spent about $869.7k on digital display ads YTD, a 28% decrease from $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 119.1m impressions via Facebook (74%) and Instagram (25%). 
• 2021-2022 spend: Full-year spend jumped from $948.9k in 2021 to $1.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: The acquisition may lead to new agency hires, so start reaching out to be top-of-mind. 
• Current roster:
  • Madwell: creative

Insight Sources: Digital spend insights estimated by Pathmatics.