Campaign Imminent: Georgia Natural Gas taps new strategic, creative AOR (Score 48)

Sales Lead: Georgia Natural Gas (GNG) recently appointed Tailfin as its strategy and creative AOR.

• As AOR, the agency will now handle and drive strategy, creative execution, and messaging.
• Tailfin will reportedly launch new campaign creative for GNG later in 2023.
• The agency's ECD, Alex Saiz, will lead this account and will focus on explaining benefits and pricing in a way that makes sense instead of dressing up its offering in "cliches or cutesy campaigns," per Tailfin founder Greg Abel.
  • The agency will also focus on innovative, important products such as its Greener Life zero carbon footprint program.
• The company will likely:
  • Shift strategy
  • Ramp up ad spend, especially once the new campaign launches
  • Seek additional new agency partners
• Target demographic: 
  • Older millennial and Gen-X homeowners and landlords

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: GNG has spent roughly $20.7k on digital ads YTD, down 18% from the roughly $25.2k spent by this point last year.
  • YTD data: So far this year, the company has earned ~2.9m digital impressions, 48% via desktop display ads, 32% via YouTube ads, and 20% via mobile display ads.
    • ​​​​​​​GNG has placed this year's desktop display ads site direct onto wsbtv.com (73%) and 11alive.com (27%).
  • Last year: The company spent approximately $79.5k on this channel in 2022, 34% less than the approximately $121.2k spent in 2021.
• Additional channel insights  
  • As you can tell from the video above, the company sponsors organizations such as Atlanta Public School, which allows cause marketing opportunities.

Additional agency insights:

• Opportunity: Get in touch sooner rather than later to see if any additional roster shifts follow this one.
• Current agency roster:
  • Tailfin: Strategy and creative AOR (August 2023)
  • ASO Advertising: Media AOR

Insight Sources: Digital spend insights estimated by Pathmatics.