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Minted promotes marketing chief amid spend increases (Score 58)

marketing VP. She was the senior global brand director at Nike prior to that. It also hired social head Sarah DeThomasis from Amazon Music, where she served as global social media lead. This indicates Minted will focus more on social media in the future. I advise readers to keep an eye on this company because these hires could lead to spend shifts and agency reviews. 

According to iSpot, Minted spent $41.2k on national TV ads YTD during programming such as "90 Day Fiance: Before the 90 Days," "Harry Potter and the Deathly Hallows: Part 2," "Harry Potter and the Half-Blood Prince," "My Strange Addiction" and "Shrek 2." Full-year spend fell slightly from $1.9m in 2020 to $1.8m in 2021. It did not allocate any budget towards this channel during the same time period of 2021. 

Magellan reports Minted placed nine podcast ads over the last 365 days. 

Per Pathmatics, Minted earned 11.6m impressions YTD through Facebook ads (89%), desktop display ads (8%) and Instagram ads (3%). It placed 100% of these ads site direct onto sites such as facebook.com, goodhousekeeping.com, instagram.com, brides.com and quickandsimple.com. It spent around $103.4k on digital display ads YTD, more than double $49.4k spent in this channel during the same time period of 2021. Full-year spend jumped 93% from $1.3m in 2020 to $2.5m in 2021. 

Sellers-- Minted mainly targets Gen-X and millennial women though digital display and national TV ads. Minted placed all but 11% of its digital ads this year directly onto Facebook, which is very popular among its target audience. It also invests in print, radio and local broadcast TV ads, per Kantar. Minted has been aggressively increasing spend under Hodges' watch, and I see no reason to believe Minted will decrease spend anytime soon now that she is CMO. Get in touch to score some of these extra ad dollars.   

Agency & martech readers-- To the best of my knowledge, TWO NIL (media) is the only agency that Minted works with. Start contacting the new CMO soon in order to be top-of-mind because new CMOs commonly review their company's roster. While promoted CMOs are less likely to make changes, I still think you have a good shot of picking up some business here.