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Momvertising Opps: Chuck-E-Cheese name new CMO, shutters on-premise services amid social distancing (Score 72)
This shift closely follows CEC's hire of CEO David McKillips in January 2020; he was previously Si Flag's international operation VP SVP and president.
CEC's Q1 2020 sales were down 21.9%, according to BizJournals, since people are staying at home instead of visiting its entertainment retail locations. Due to the global pandemic, Chuck-E-Cheese is operating its venues in a third-party and take-out capacity, reducing operating hours and shuttering on-premise dining, entertainment and arcade rooms.
According to iSpot's estimations, Chuck-E-Cheese spent $14m on national TV ads YTD, a 50% decrease from $21m during the same time period of 2019. Total spend equaled $43.4m 2019 and $51m in 2018. It mainly targets millennial and Gen-X parents with a female skew.
We expect the company's spend to stay low considering how seldom people will be visiting its locations. Kantar data reports that CEC also utilizes OOH, print (magazines) and local broadcast.
Agency & martech readers - You may be able to secure work under Chuck-E-Cheese's new CMO, but I would wait to pitch until the company resumes its normal operations. The company is no longer working with Zimmerman, its creative, media, digital and social AOR since 2016.