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Score 76 - Account In Jeopardy: Visionworks of America taps first CMO amid struggles

Optical retailer Visionworks of America tapped Stan Lippelman as their first-ever CMO, effective July. He joins from Bass Pro Shops, where he served as VP of marketing for nearly 15 years. Prior to that, he was VP of marketing at Rawlings Sporting Goods and senior marketing manager at General Mills.

In addition, last August, the company tapped Peter Bridgman as their new CEO. He joined from Lenscrafters, where he served as SVP and GM for 14-months, and prior to that, he was SVP and GM of sister company Pearle Vision. They also tapped John O'Dell as VP of customer experience and innovation, effective February. He joins from an 11-month tenure as VP of customer care at Carvana.

As you're well aware, an outside CMO hire is the number one harbinger that an agency review will occur. Thus, start sending pitches leveraging your optical experience and the ability to reach mothers with high ROI. Moroch Partners has handled media buying & planning since 2013. Both are past average agency tenure (3 to 4 years).

Note spend has gone down, likely as a result of Highmark Health's half year report, Visionworks posted a $9 million operating loss and stated they had been struggling since mid-2016 because of online competitors like Amazon. However, Highmark CEO David Holmberg said they were seeing slight improvements with a recent trend of "highly positive cash flow." Spend may go back up as a result.

iSpot reports a year-to-date (YTD) national TV spend of $22.5 million on shows targeting females (see targeting right). Spend for the same timeframe of 2017 totaled $24.8 million, full 2017 spend totaled $32.3 million and spend in 2016 totaled $31.7 million.

Pathmatics reports a YTD digital display spend of $61,100, an increase from the $600 spent in the same timeframe of 2017, a full 2017 spend of $208,400 and a 2016 spend of $40,900. The majority of ads are placed onto YouTube, though purchase channels vary. This year ads were placed direct (87%) and via ad network OwnerIQ (13%), but last year ads were placed direct (96%), via DSP Simpli.fi (3%) and via SSP Rubicon Project (1%).

According to Kantar, spend in Q1 2018 totaled $9.9 million and consisted of broadcast ($9.5 million), digital ($5,036), out-of-home ($67,275), print ($290,783) and radio ($26,713). This is a decrease from from Q1 2017, which saw a spend of $12.4 million allocated across broadcast ($12.3 million), digital ($2,820), out-of-home ($24,932) and print ($11,385). Full 2017 spend was $41.4 million and spend in 2016 totaled $45.9 million.

They are the official eyewear and eye care retailer of the Little League.

Sellers -- Visionworks' primary demographic is females, especially moms. Spend typically spikes during Q1 and Q3 (back-to-school).