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|Novena C.||Director, Accounting||IA|
Sample of Related Brands
|Gina L.||Vice President & Media Director||IA|
|Lori Z.||Associate Media Director||IA|
|Daylyn K.||Product Development Manager||IA|
|Mary P.||Vice President & Account Director||IA|
Gen X Parents Opps: 3M names new CMO amid decreased YOY sales (Score 60)
3M, the parent company of every parent's favorite household brands, promoted Remi Kent to CMO in January 2020. She was most recently global Post-It and Scotch brand business director since June 2017; previous to that, she served as global brand and strategy leader over the consumer business group from August 2013 - 2017. She reportedly replaces Paul Acito, who left the CMO position at 3M for the VP position at Medtronic Diabetes in July 2018.
3M's vast array of brands are displayed in the spending chart below; look through it for spending shift estimations provided by iSpot (TV) and Adbeat (digital display). Several of its categories fell in sales YOY, according to the 2019 10-K; its total sales dropped from ~$32.8 billion to ~$32.1 billion. We could see shifts in spending and campaign initiatives to combat these struggles. By the looks of it, 3M will invest more in marketing this year, since its lack of leadership seemed to hurt its profits in 2019.
|Digital Display||National TV|
|Brand||Feb 2018 - 2019||Feb 2019 - 2020||Purchase Channel(s)||Top Ad Destinations||FY 2018||FY 2019||Jan 1 - Feb 24, 2020||Top Shows|
|3M||$883,100||$1,916,900||Google ($536,600)||accuweather.com, nytimes.com, xfinity.com, goodreads.com and snopes.com||$471,781||$15,868,975||$6,775,453||Click|
|Command||$149,500||$950,500||Site Direct ($74,500)||hgtv.com, refinery29.com, huffpost.com and aol.com||$20,296,612||$20,648,810||$0||Click|
|Post-It Notes||$0||$32,000||Google ($31,900)||fastcompany.com||$12,852,962||$5,346,456||$0||Click|
|Scotch||$14,700||$198,000||Site Direct ($14,700)||telemundo.com, msn.com and cookingchanneltv.com||$5,953,405||$2,132,852||$0||Click|
|Meguiar's||$911,700||$1,788,300||Site Direct ($858,200)||cardomain.com, motortrend.com, hotrod.com, trucktrend.com and fourwheeler.com||$2,078,990||$1,895,653||$16,314||Click|
|Nexcare||$236,900||$529,400||Site Direct ($231,600)||espn.com, espnfc.us, espncricinfo.com, secsports.com and theundefeated.com||$1,327,541||$3,897,958||$0||Click|
|Filtrete||$0||$657,800||Site Direct ($632,600)||telemundo.com, theroot.com, hgtv.com, marketwatch.com and wsj.com||$2,622,107||$2,604,822||$0||Click|
Sellers -- Spending dollars should be on the rise with Kent's hire. 3M shifted spending dollars for the main brand; TV commercials started airing early this year. To combat falling sales, 3M could choose to increase digital display spend or paid social to get the attention of younger consumers. It tends to target Gen X and older millennial parents, particularly fathers. According to Kantar, 3M also utilizes digital search, OOH, print and radio. Most brands typically increase spending in H2.
Agency readers -- We believe 3M has an in-house media team, but this company also works with Padilla (PR). A new CMO often reviews agency rosters, even if they're promoted to the position, so get on Kent's radar soon. To stay relevant with the e-Commerce shoppers of Gen Z and younger millennials, this company may be interested in increasing its digital footprint, particularly in social.