Five New Advertisers in Winmo (Q3 2023)

Winmo is constantly adding new advertisers and agencies to our database…  That’s why we’re the most comprehensive resource for finding advertising, brand contacts, and media spend tracking. Backed by an in-house research team that pairs technology and human insight to cultivate and verify targeted information on a daily basis, we’re constantly tracking the client and agency-side decision-makers responsible for North America’s top brand budgets. From CMOs to media planners, emails to direct dials, our team is verifying a large span of data to bring you accurate insights to empower you to win more business.

Check out five new advertisers that were just added to the Winmo database, including upcoming campaigns, spending insights, agency relationships, and more…

1)  Campaign Imminent: 686 taps new AOR

Apparel band 686 selected Backbone as its PR, affiliate, and influencer management AOR. Now, the company will likely launch a new campaign, pursue new influencer partnerships, keep increasing spending, and seek additional new agency partners.

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

• YTD spend: So far this year, 686 has spent approximately $680.8 on digital ads, almost double the approximately $380k spent within the same 2022 timeframe.
• YTD data: The company has earned roughly 99m digital impressions YTD, 60% via Instagram ads and 40% via Facebook ads.
• Last year: In 2022, 686’s estimated full-year spend decreased slightly (less than 1%) to $927.4k from that of $928.3k in 2021.

Agency insights: Agency reviews often follow one another, so reach out soon to offer creative, media, digital analytics, social media management, multicultural, and/or experiential services. Current agency roster: Backbone: PR, affiliate, and influencer AOR (July 2023)

2)  Elfster taps communications AOR

Elfster appointed SourceCode Communications as its US communications AOR in July 2023. The agency is responsible for boosting brand awareness, improving market position, and spurring growth.  It will also handle media relations, strategic counsel, brand building, and thought leadership. This appointment will likely lead to higher ad spending and additional agency hires. The company will likely increase digital ad spend, diversify digital ad placement, and build out its agency roster.

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

• YTD spend: Elfster spent around $110.3k on digital display ads YTD after not allocating any budget toward the channel during the same time period of 2022.
• YTD data: 16.4m impressions via Instagram (53%) and Facebook (47%).
• 2021-2022 spend: Full-year spending jumped 32% from $671.3k in 2021 to $888.5k in 2022.
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.

Agency insights: Get in touch now to offer creative, media, digital, or social media assistance. Current roster: SourceCode Communications: communications AOR

3)  Digital Millennial Opps: NFM Lending promotes marketing leader

NFM Lending promoted Laura Clapper to CMO, effective July 2023. Clapper joined the company in 2020 as digital strategy VP. Prior to that, she served as digital marketing VP of Planet Home Lending. This promotion may lead to spending shifts and agency hires. The company will likely continue increasing digital spending, diversify ad placement, and seek agency assistance.

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

• YTD spend: NFM spent around $27.4k on digital display ads YTD, a significant increase from $3.4k spent in this channel during the same time period of 2022.
• YTD data: 8.8m impressions via desktop display.
• 2021-2022 spend: Full-year spending fell by 33% from $5.1k in 2021 to $3.4k in 2022.
• Ad location: It placed 100% of these ads indirectly through Display & Video 360 on sites such as redfin.com and msn.com.

Agency insights: Contact the recently promoted CMO now to see if you can pick up some of its business. We have not confirmed any current agency relationships for NFM.

4)  B2B Opps: Stylitics taps first CMO

In April 2023, Juliana J. Prather became the first-ever CMO at Stylitics. J. Prather previously served in the same role at EDITED and will now develop and execute Stylitics’s global brand and marketing strategies. The company will likely shift strategy, start ramping up advertising efforts, and conduct agency reviews

Agency insights: Get on J. Prather’s radar soon in case she seeks new agency partners for Stylitics. Current agency roster: Berns Communications Group: PR agency partner.

5)  B2B Opps: Wasabi Technologies brings back former CMO

Wasabi Technologies named Michael Welts CMO in May 2023. This is Welts’ second stint as Wasabi’s CMO as he held the position from 2017 to 2022. He spent the past year as CMO of Aviatrix. This hire will affect the company’s marketing strategy and could lead to agency appointments.

The company will likely return to higher ad spending and outsource some marketing duties to agency partners.

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

• YTD spend: Wasabi has not aired a national TV ad yet this year.
• 2021-2022 spend: Full-year spend equaled $256k in 2021 and $285.2k in 2022.
• 2022 programming: It placed ads during College Football. 

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

• YTD spend: Wasabi spent around $224.1k on digital display ads YTD, a 31% decrease from $323.1k spent in this channel during the same time period of 2022.
• YTD data: 23.4m impressions via desktop display (91%), Facebook (4%), mobile display (4%), and Instagram (2%).
• 2021-2022 spend: Full-year spending increased 29% from $575.6k in 2021 to $745.3k in 2022.
• Ad location: It placed 94% of these ads directly onto sites such as boston.com, bostonglobe.com, facebook.com, instagram.com, and crn.com. It placed 6% of these ads through multiple indirect channels on sites such as macrumors.com, fandom.com, investing.com, ebay.com, and howtogeek.com.

Agency insights: The recent DM shift may lead to agency hires, but Wasabi does not currently work with any agencies.

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