Spark Foundry | Agency Profile, Contacts, AOR, Client Relationships
Service: full service, media specialty
- Main Telephone
- (312) 970-8400
Spark Foundry Contacts
Name | Title | State | ||||||||||||
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Jennifer P. | President | IL | ||||||||||||
Sample of Related Brands
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Craig W. | Senior Vice President & Director | IL | ||||||||||||
Kerry H. | Chief Client & Operating Officer | IL | ||||||||||||
Gina M. | President, Global Media Lead | IL | ||||||||||||
John M. | Chief Investment Officer | IL |
WinmoEdge
Media Edge: Wendy's gears up for March Madness
Media Sales Lead: Wendy's is preparing for March Madness with its "Square's the beef" campaign. The creative features NBA star and Wendy's influencer Reggie Miller. It worked with VLMY&R, Spark Foundry, The Marketing Arm, and Ketchum on the campaign. The details regarding this push are sparse, so get in touch for more information.
Key Lead Takeaways: Reach out now to offer last-minute campaign ad space.
Target Demographic: Gen-Z & millennial men with a Hispanic skew
Key Spend Notes:
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Wendy's under Quick Serve**
- 2023 YTD Spend: $29.1m
- 2022 FY Spend: $192.6m
- 2021 FY Spend: $221.5m
- 2020 FY Spend: $158.5m
Ad Flight Breakdown (by spend): Wendy's has aired 15 spots in 2023: the top five were "Every Day Is Fryday at Wendy's," "Class in Session," "Nobody," "Pedir extra," and "Just a Guy."
Top Daypart (by impressions): Primetime (1.1b), Weekend Afternoon (621.9m), Early Fringe (511.8m), Day Time (501.3m), and Late Fringe AM (387m).
Top Networks (by spend): CBS, FOX, NBC, ESPN, and Fox Deportes.
Top Shows (by spend): NFL Football, NBA Basketball, College Football, College Basketball, and 2023 Daytona 500.
Top Industry/Vertical Spenders (by spend): Taco Bell (13%), Burger King (13%), Subway (10%), McDonald's (8%), and Wendy's (8%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Wendy's under Fast Food Burgers & Fries**
YTD Spend: $7.2m
2022 FY Spend: $67.4m
2021 FY Spend: $73.7m
2020 FY Spend: $49.7m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $10.5m
- Q2 2022 Spend: $13.9m
- Q3 2022 Spend: $20.3m
- Q4 2022 Spend: $22.8m
Impressions: 923.9m impressions
Top Ad Types (by spend): Facebook (39%), Instagram (27%), YouTube (22%), and Twitter (11%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, instagram.com, youtube.com, twitter.com, and retailmenot.com.
Top Industry/Vertical Spenders: McDonald's (35%), Inspire Brands (14%), Wendy's (13%), Restaurant Brands International (13%), and CKR Restaurants (6%).
Top Creative (by spend; see below): Pathmatics reports that 277 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Wendy's also utilizes OOH, print, radio, and local broadcast.
- Top podcasts sponsored: The John Batchelor Show, The Breakfast Club, OKOP with Sam & John, Real Ghost Stories Online, and The Herd with Colin Cowherd.
Current Agency Roster:
- VMLY&R: creative & social AOR
- Spark Foundry: media AOR
- Ketchum: PR AOR
- The Marketing Arm: experiential
Insight Sources: Broadcast insights estimated by Podchaser.