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Gen-Z Media Opps: The Humane Society taps CMO (Score 68)
Effective July 2021, Alison Corcoran became in 2018 but who departed in 2020.
So far this year, Pathmatics shows the organization has spent roughly $1.3m on digital ads YTD, only around half of the roughly $3.5m it spent within the same 2020 timeframe. THS's estimated full-year 2020 spend, $5.8m, reached almost 3x that of $2.1m in 2019. It has earned ~148m digital impressions YTD via YouTube (45%), Facebook (40%), desktop display (10%), Instagram (4%) and mobile display (1%) ads.
Additionally, according to Magellan, THS has aired eight podcast ads within the past 12 months.
Hopefully, this organization's spend will pick back up under its new CMO. Right now, THSis primarily using YouTube and Facebook ads to reach Gen-Z, so as its new CMO expands the company's advertising into new channels, THS will likely start with OTT. Its advertisements pull on the heart-strings of commercial viewers. Per Kantar data, the organization also invests in print (local magazines), OOH and local broadcast. In the past, it has primarily hired region-oriented CMOs for areas such as GA, so it may also advertise locally. Finally, the organization invests in earned media channels such as email.
Agency & martech readers - Reviews often follow CMO hires, but THS certainly may be content with its current roster. Havas Worldwide Chicago.