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|Ed C.||President & Partner||CA|
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|Jimmy S.||Chairman, Partner & Chief Creative Officer||CA|
|Sequel S.||Director, Creative & Writer||CA|
|Poetri S.||Creative Director||CA|
Chicken of the Sea promotes marketing head, donates to communities affected by global pandemic amid major spend increases (Score 73)
Deli meat producer December 2019, replacing incumbent Diego Isaza. In March 2020, the company promoted Brenden Beck, its sales and marketing SVP since 2006, to the role of sales and marketing EVP.
CS is also currently in search of a new brand manager, per its website.
In response to the global pandemic, CS donated more than half a million servings of protein-packed seafood to communities impacted by the coronavirus; it also donated to causes such as Second Harvest of Coastal Georgia and Convoy of Hope.
Out of the $45.2k Adbeat estimates the company spent on digital display ads since April 2018, $45k was spent after April 2019. It placed 94% of these as video ads through YouTube onto youtube.com. It placed 6% programmatically through Google Display Network onto sites such as littlethings.com, theslowroasteditalian.com, thesaurus.com, zimbio.com and hgtv.com.
According to it spent around $3m on national TV ads YTD. It did not air any ads in this channel during the same time frame of 2019, and it has already nearly matched its full 2019 spend of $3.6m. Its TV commercials target primarily millennials and Gen-X with a slight male skew. (see targeting right).
We expect CS will continue increasing its ad spend since frozen meat is an essential item for many Americans. As briefly mentioned, the company's target demographic consists of millennials and Gen-X (slight male skew); it especially targets parents. Its commitment to protecting dolphins and preserving seafood sustainability will appeal to these environmentally friendly generations. Because CS also utilizes social media, you may also be able to secure paid social, OTT and/or podcast ad dollars.
Agency & martech readers - We may not see any roster shifts under Beck's leadership since he's been with the company for so long, but it certainly wouldn't hurt to reach out. E29 on digital strategy.