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Church's Chicken promotes US marketing SVP (Score 57)

joining the company as brand strategy and activation VP in August 2021. She will now manage brand strategy, creative, media and will report to CEO Joe Christina. Lezcano will also be responsible for improving data analytics, CRM and the loyalty program to help bolster sales. I do not expect to see any drastic changes, but this promotion could lead to spend shifts or agency review.s 

According to Pathmatics, Church's earned 76.3m impressions YTD through Instagram ads (64%), Facebook ads (35%), mobile display ads (1%) and desktop display ads (1%). It placed 100% of these ads site direct onto sites such as instagram.com, facebook.com, tmz.com, people.com and instyle.com. It spent approximately $630.6k on digital display ads YTD, a 22% decrease from $803.8k spent in this channel during the same time period of 2021. Full-year spend equaled $2.6m in 2021, a slight increase from $2.4m spent in this channel in 2020. 

Per iSpot, Church's spent $139.7k on national TV ads YTD, compared to just $44.4k spent in this channel during the same time period of 2021. Full-year spend fell 50% from $363.1k in 2020 to $183k in 2021. This year, it placed ads during programming such as "CBS News Dallas-Fort Worth at 11A," "Judge Judy," "Dr. Phil," "Access Hollywood" and "Below Deck." 

Sellers-- Church's mainly targets Gen-X and millennials through digital display and national TV ads. In 2021, the chain barely increased digital spend, while it significantly reduced national TV spend. However, so far this year, it has been increasing TV spend and decreasing digital spend. Lezcano may be experimenting to find the right budget. It also invests in OOH, radio and local broadcast TV ads, per Kantar. You can use the location finder here, to see where you may be able to offer local ad space. Sellers should contact Church's DMs for more information to see what types of ad space you may be able to offer. 

Agency & martech readers-- I believe Church's works with media AOR Ink Link Marketing. It also may use T3 for some digital work. While promoted DMs are less likely to review their company's agency roster than outside hires, this still may be a good time to reach out.