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Gen-X Parents Opps: The American Ballet Theatre taps permanent CMO amid pandemic-related struggles (Score 78)

The Rachel Kraus. Most recently the founder of 16J organics, Liz is also known for having been Macy's marketing VP several years ago. With a new CMO at its helm, I expect the ABT will return to heavier ad spend.

According to Pathmatics, the organization hasn't utilized digital ads since spending around $4k in 2020, only around a quarter of the $15.8k it spent in 2019. All of last year's spend went toward desktop video ads that were mostly placed through Drawbridge (99%) onto yahoo.com (95%). 

As I briefly mentioned, I expect the ABT's spend to pick back up under its new CMO, especially now that so many people are getting vaccinated; the fact that it stopped utilizing digital channels in March 2020 makes sense considering how seldom people have gone to ballets over the past year. You can tell from the video above that the ABT's events are already picking back up. Kantar data reports that along with digital, the organization invests in print (newspapers), OOH and local broadcast. It targets parents, and its focus on digital ads placed onto yahoo.com signals this target demographic skews strongly toward Gen-X. For now, I suggest you offer ways to optimize the ABT's spend until it's able to increase again.

Agency & martech readers - Of course, newly-hired CMOs often conduct agency reviews; get in touch soon to offer creative, digital analytics and/or social media management work. To the best of our knowledge, the ABT handles media in-house, and The Silverman Group handles its PR.