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Gen-Z, Millennial Opps: Aetna promotes CMO (Score 65)

Carrah Kalat to CMO, effective April 2022. Kalat joined the company in May 2013 and was most recently a VP. Her promotion will affect Aetna's strategy, which could lead to changes in its spend and/or agency roster.

So far this year, iSpot reports the company has spent approximately $2.7m on national TV commercials, down 21% from the approximately $3.4m it spent within the same 2021 timeframe. Aetna ended up spending approximately $6.6m on this channel last year, up 10% from the approximately $6m it spent in 2020. The company's 2022 commercials have aired during programming such as NCIS: New Orleans, Gunsmoke, Chicago Fire, Charmed and Grey's Anatomy.

According to Pathmatics, Aetna has allocated roughly $654.3k toward digital ads YTD, down 21% from the roughly $831.7k it had allocated by this point last year. In 2021, the company's estimated full-year spend of $8m reached more than 3x that of the $2.6m in 2020. Since the beginning of 2022, Aetna has earned around 77.2m digital impressions via Facebook (64%), Instagram (11%), desktop display (10%), desktop video (10%), Twitter (4%) and mobile display (1%) ads.

The company has been primarily targeting Gen-Z and millennials, so it may make future forays into additional digital channels such as OTT and/or podcast. Hopefully, spend will pick back up soon. Kantar data shows Aetna also utilizes print, radio, OOH and local broadcast. Sellers should get in touch soon to offer relevant ad space.

Agency & martech readers - Promoted CMOs don't always conduct agency reviews as often as outside hires might, but it wouldn't hurt to contact and see if any work is available. Your competition will include creative AOR Rebel Interactive.