Iris | Agency Profile, Contacts, AOR, Client Relationships

• The company originally appointed Boko as its portfolio marketing SVP in January 2022.
• Before that, she was the global digital VP at Hewlett Packard Enterprise.
• Boko succeeded James Whitemore, NetApp's incumbent CMO since November 2019, who left to pursue other opportunities and interests.
• The company will likely:
  • Shift its strategy
  • Return to higher ad spend
  • Seek new agency partners
• Target demographic: 
  • Business DMs, especially millennial men

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, NetApp's estimated full-year spend of $1.6m only reached about half that of $3.1m in 2021.
  • 2022 data: The company ended up earning roughly 219.7m digital impressions last year via Facebook (39%), desktop display (20%), mobile display (15%), desktop video (14%), Twitter (7%), and Instagram (4%) ads.
    • In 2022, NetApp placed most of its desktop display ads site direct onto destinations such as yahoo.com (27%), wsj.com, techtarget.com, techcrunch.com, and games.com.
• Additional channel insights  
  • The company utilizes OOH, YouTube, and Google Ads.
  • NetApp sponsors podcasts such as Freakonomics.

Additional agency insights:

• Opportunity: Promoted DMs don't always conduct agency reviews as often as outside hires, do, but it would be baka not to get on Boko's radar (I mean, not actually, but I still suggest reaching out).
• Current agency roster:
  • ​​​​​​​: PR AOR
  • : Creative and digital agency partner
  • : Agency partner

Insight Sources: Digital spend insights estimated by Podchaser.​​​​​​​