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Gen-Z Media Opps: The Joint promotes CMO amid significant spend increase (Score 57)

Effective November, The Joint promoted Jason Greenwood to the role of CMO. Greenwood joined the chiropractic group in 2018 as marketing VP after having previously served as the CMO at Peter Piper Pizza (say that five times). He will lead The Joint's next phase of expansion; the company has plans to open 1k clinics by the end of 2023. This expansion of Greenwood's role could lead to strategy shifts involving higher spend and/or new agency partners.

According to iSpot, The Joint hasn't utilized national TV since allocating around $2.9k in 2020.

So far this year, Pathmatics reports the company has spent roughly $2.2m on digital ads, almost double the roughly $1.2m it had spent by this point last year. The Joint's estimated full-year 2020 spend more than tripled to $1.4m from that of $450.8k in 2019. The company has earned ~135.2m digital impressions YTD via YouTube (89%), Instagram (7%), desktop display (3%) and mobile display (1%) ads. 

The Joint is currently targeting Gen-Z via YouTube and Instagram ads, so it may start using additional digital channels down the road such as podcast and/or OTT. It especially targets parents, and it also invests in localized advertising around its clinics. Sellers able to offer relevant ad space should get in touch.

Agency & martech readers - While promoted CMOs don't always conduct agency reviews as often as outside hires might, it wouldn't hurt to reach out to remain top-of-mind in case Greenwood does so. The company appointed new (and still unspecified) PR, creative and media AORs last year to elevate its brand advertising. Over the Top Marketing handles most work.