ICON International, Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Long John Silver's promotes top marketer to president (Score 55)

in 2017 as marketing and culinary innovation VP before being promoted to CMO in 2019. Prior to that, she as KFC's marketing director. LJS may not replace Mattingly with another CMO because it just promoted Christopher Caudill from marketing VP to marketing and innovation SVP, which leads me to believe he is now the chain's top marketer. It is also likely that Mattingly will stay heavily involved in LJS's marketing strategy. 

Per Pathmatics, LJS earned 184.2m impressions YTD through Facebook ads (82%), Twitter ads (11%), Instagram ads (6%) and desktop video ads (1%). It placed 100% of these ads site direct onto sites such as facebook.com, twitter.com, instagram.com and youtube.com. It spent around $1.5m on digital display ads YTD, a big jump from $468.1k spent in this channel during the same time period of 2020. Full-year spend jumped from $143.5k in 2019 to $866.1k in 2020. 

Magellan estimates LJS placed about 14 podcast ads over the last year. 

According to iSpot, LJS spent around $3m on national TV ads YTD, more than double the $1.2m spent in this channel during the same time period of 2020. Full-year spend fell from $4.8m in 2019 to $1.2m in 2020. This year, it placed ads during programming such as "The Andy Griffith Show," "Gunsmoke," "America Says," "Judge Judy" and "The Ingraham Angle." 

Sellers-- It seems LJS targets two different audiences with digital display and national TV ads. So far this year, it placed all of its digital ads directly onto social media sites, which indicates it is targeting a younger audience. However, it placed the majority of these ads onto Facebook, which is more popular among Gen-Xers, which I believe is the demographic that LJS targets with its national TV ads. It has been ramping spend up since it dropped in 2020, but I believe that drop was most likely related to the pandemic. It also invests in OOH and local broadcast TV ads, per Kantar. You can use its location finder here, to see if you can offer local ad space. 

Agency & martech readers-- To the best of my knowledge, LJS works with ICON International (media buying). While promoted marketers are much less likely to make changes than outside hires, leadership shuffles like this can still lead to reviews. Reach out to see if any of this company's business is available.