Epsilon | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

On the Brink: Gemological Institute of America taps CMO amid spend increases (Score 66)

Update: The Gemological Institute of America (GIA) has concluded the CMO search we reported earlier this month (more below). It has hired CMO Mark Buntz, effective October. Buntz, the former global brand marketing VP at TaylorMade Golf Company, brings additional marketing leadership expertise from companies such as Competitor Group, AdKeeper, NBCUniversal and ESPN. Overall spend dropped under his leadership at TaylorMade, so we are unsure what effects his hire will have on the GIA's spend.

During the past 12 months, Adbeat reports that the GIA has spent $120,800 on digital display ads placed primarily programmatically via Amazon Advertising ($57,100) and site direct ($29,600). This marks a 240% increase from the $35,500 spent from Oct 2017-2018.

Considering that Buntz will review the GIA's marketing strategies, sellers should reach out soon to see what he's planning. Per Kantar, the company primarily invests in digital and print, but it stopped using radio last year.

Agency & martech readers - since, as you know, new CMOs often conduct agency reviews, reach out soon for potential work. Competition will include Epsilon, the GIA's previous AOR.

Below was originally published on Oct 8:

The search of a CMO to fuel growth initiatives. We are unsure whether or not the selected marketer will replace current CMO Kathryn Kimmel, but we will let you know as we learn more.

The organization will reportedly spend $2 million in scholarships during 2020 (more partnered with the American Gem Society on a scholarship. The GIA also produces a monthly newsletter via email.

Within the past 12 months, Adbeat reports that the gem-oriented non-profit has spent $124,400 on digital display ads placed primarily programmatically via Amazon Advertising (38%), site direct (27%) and programmatically via Conversant (20%) networks onto site destinations including topix.com ($18,700), spanishdict.com, suggest.com, xfinity.com and seriouseats.com. Spend has increased 252% from the $35,300 spent during the 12 months prior (Sept 2017-2018).

Since the organization hasn't established a top spending period, sellers should reach out throughout the year to secure ad revenue. Per Kantar, the GIA's top channels are digital and print, but it pulled out of radio last year. Its total 2018 spend dropped to $905,955 from that of $1.4 million in 2017.

Agency & martech readers - since, as you're well aware, a new CMO will likely conduct reviews, reach out soon to be top-of-mind when the GIA finds one. In the past, Epsilon has handled AOR duties.