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Told Ya!, H2 Campaign Imminent: Maserati taps new creative AOR after CMO hire (Score 63)

Not long after hiring CMO Paolo Tubito in Droga5, its new creative AOR. A statement reported the agency will lead Maserati into "a new chapter focused on reimagining its brand experience and communications across all touchpoints." Per AdAge, Droga5 will spearhead the brand's creative, brand strategy and digital services. Until now, Maserati mostly worked with smaller shops on creative projects instead of assigning global duties to an AOR. Droga5's first Maserati work will debut in H2 2020.

Read about parent company here.

Per COMvergence, Maserati spends roughly $1.2 million on measured US media each year.

Adbeat estimates out of the $2.4m Maserati spent on digital display ads since April 2018, 72% ($1.7m) was spent after April 2019. It placed 60% of these ads programmatically through Google Display Network onto sites such as xfinity.com, dictionary.com, jalopnik.com, littlethings.com and buzzfeed.com. It placed 40% site direct onto sites such as cnbc.com, coolmath-games.com, caranddriver.com, foodandwine.com and kbb.com. 

According to iSpot, the brand has not aired a national TV ad since spending $420k in 2017. 

It also uses local advertising such as print. Maserati tends to target higher household income (HHI) boomer and Gen-X men, but the increase in digital display ad spend leads us to believe it also wants to reach affluent Gen-Z and millennials. Thus, you may also want to offer OTT, podcast and/or paid social ad space.

Agency & martech readers - The chances of additional agency reviews rise with a new creative AOR and a new CMO, so reach out soon for potential media, digital and/or social media management duties. Starcom picked up media buying planning in 2016.