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B2B Media Opps: Ricoh taps CMO amid surge in digital spend (Score 60)

Panasonic, where she served in the same role for five years. In the past, Sallata has focused on leading digital marketing transformations, so it's fair to expect the same for Ricoh under her leadership. With a new marketer controlling its budget, the company should continue increasing its digital spend and shift its strategy around, which could result in forays into new media channels.

So far this year, Pathmatics reports Ricoh has spent roughly $160.9k on digital ads, already more than 3x the roughly $52.9k it spent within the same 2020 timeframe. The company's estimated full-year spend of $197k in 2020 rose by more than 4x from that of $42.2k in 2019. Ricoh has earned around 21.5m digital impressions YTD via Instagram (99%) and desktop display (1%) ads.

Ricoh targets companies in need of office supplies and various digital services. As you can tell by its skyrocketing digital spend and reliance on Instagram advertising, the company is primarily targeting Gen-Z business DMs right now. To do so even more effectively, Ricoh's new CMO may lead it to expand into additional digital channels such as OTT and/or podcast. According to Kantar data, the company also invests in OOH and print (magazines - it started using this channel in 2020).

Agency & martech readers - Since, as you know, CMO hires often result in agency reviews, get in touch sooner rather than later to see what partnerships are possible under Sallata's guidance. Brownstein are Ricoh's creative agency partners, but neither seems to have developed any work for the company recently.