America’s Test Kitchen Names Boathouse Performance AOR
America’s Test Kitchen (ATK) has chosen independent agency Boathouse as its performance agency of record.
ATK is a food media brand in the cooking space that produces three television shows, multiple cookbooks per year, two magazines, YouTube and social media channels, and an all-access digital subscription product. The company is in a rapid growth period and it sought a marketing agency to help build on the momentum of the last few years.
America’s Test Kitchen and Boathouse will utilize data and tech to optimize the brand together. They will look to test new audiences across platforms including Reddit and TikTok, bringing ATK to more foodie audiences.
Boathouse will utilize AI performance platforms to help its campaigns work smarter and faster without a manual delay of implementing optimizations. While the companies study the data and analyze findings in efforts to focus on the bigger picture, AI tools can work in parallel to implement easier optimizations.
John Connors, CEO of Boathouse, said that with a new leadership team in place at ATK, under CEO Dan Suratt, COO Evan Silverman and chief marketing and data officer Lee Boykoff, there is a new energy and idealism to lead the category.
“Boathouse is seeking to transform and define the next generation model for data and performance analysis. We are proud to be partnering with an iconic brand like America’s Test Kitchen on this important work,” Connors told ADWEEK.
Joanna Chow, vp, communications of America’s Test Kitchen said that the company is in a rapid growth period and intends to expand its subscriber base for its digital platform and magazine offerings, as well as bolster book sales and grow viewership and followers across its streaming, televised and social media content channels.
“Our goal is to make sure the American home cook knows we are here to help them grow their skills and confidence in the kitchen whether they’re just starting to cook or a total pro,” said Chow in a statement. “As we invest in accelerating growth at America’s Test Kitchen we need a strong team of specialists to join up with our powerhouse marketing and analytics team and Boathouse is clearly that standout partner we hoped to find.”
She continued that Boathouse impressed the company with its demonstrated passion for the brand and its consumers, its approach to performance marketing, data-driven decision making and closed loop measurement solutions.
“I look forward to seeing what we can achieve together with amplification of existing capabilities and the addition of complementary specialization in the performance marketing space,” said Chow.
Terms of the deal were not disclosed. ATK’s estimated media spend was less than $500,000 in 2023, according to COMvergence. Boathouse won the business through an RFP that was issued by America’s Test Kitchen.
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