America's Test Kitchen (ATK) selects independent agency Boathouse as its record-setting performance agency.
ATK is a culinary food media brand that produces three television shows, multiple cookbooks a year, two magazines, YouTube and social media channels, and an all-access digital subscription product. The company was in a period of rapid growth and was looking for a marketing agency to build on its momentum over the past few years.
America's Test Kitchen and Boathouse leverage data and technology to jointly optimize their brands. We aim to test new audiences on platforms like Reddit and TikTok and bring ATK to a larger foodie audience.
Boathouse leverages our AI performance platform to help you run your campaigns smarter and faster without having to manually slow down the implementation of optimizations. While companies examine data and analyze results to focus on the big picture, AI tools can work in parallel to implement easier optimizations.
John ConnorsBoathouse's CEO said ATK has created a new leadership team under the CEO. dan slatchief operating officer Evan Silverman Chief Marketing and Data Officer lee boykoffthere is new energy and idealism leading the category.
“The Boathouse is seeking to transform and define the next generation model of data and performance analytics, and we're proud to partner with an iconic brand like America's Test Kitchen in this important effort,” Connors told ADWEEK.
Joanna ChowAmerica's Test Kitchen's vice president of communications said the company is in a period of rapid growth, expanding its digital platforms and magazine subscriber base, as well as ramping up book sales and expanding across streaming, television and TV programming. He said he intends to increase his audience and followers. Social media content channels.
“Our goal is to let America's home cooks know that we are here to help them develop their skills and confidence in the kitchen, whether they are just starting out or are full-time professionals. Let us know,” Chow said in a statement. “As we invest in accelerating the growth of America's Test Kitchen, we need a strong team of professionals to work with our strong marketing and analytics teams. Boathouse is clearly the outstanding partner we were looking for. ”
He continued that The Boathouse impressed the company with its demonstrated passion for the brand and its consumers, as well as its approach to performance marketing, data-driven decision-making and closed-loop measurement solutions.
“We look forward to seeing what we can accomplish by enhancing our existing capabilities and adding complementary expertise in the performance marketing space,” said Chow.
Terms of the deal were not disclosed. According to COMvergence, ATK's estimated media spending in 2023 was less than $500,000. Boathouse won the business through an RFP issued by America's Test Kitchen.