9Rooftops | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Glanbia Performance Nutrition taps digital AOR (Score 19)

BSN brands. This comes just one month after GPN hired Amy Hilbert as its digital marketing and media director. Hilbert most recently served as the senior director of media strategy and growth marketing of Instant Brands. 

According to iSpot, SlimFast spent approximately $5.9m on national TV ads YTD, a 34% decrease from $8.9m spent in this channel during the same time period of 2021. Full-year spend equaled $15.6m in 2020 and $15m in 2021. This year, it placed ads during programming such as Frasier, The Golden Girls, Castle, Good Morning America and Reba. 

Please click Pathmatics. 

Sellers-- Glanbia's protein supplements appeal to a male Gen-Z and millennial audience while its weight-loss products appeal to Gen-X and millennial women. The company focuses the majority of its marketing budget on digital display ads, with a heavy emphasis on social media ads. Furthermore, it has been ramping up digital spend for its entire portfolio, which I only expect to continue considering it just hired a digital AOR. SlimFast is the only brand that airs national TV ads, and it targets Gen-X and millennial women through the channel. GPN also invests in OOH, print and local broadcast TV ads, per Kantar. Sellers should reach out to offer ad space. 

Agency & martech readers-- As you know, agency hires tend to follow one another, so get in touch with GPN's DMs to see if it needs any more assistance. GPN works with MWWPR (PR). It also has an in-house media team. Those of you with sports nutrition or weight-loss supplement experience will likely have an advantage.