Genuine | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive
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Genuine Contacts
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| Jessica H. | Associate Director, Strategic Growth | MA | ||||||||||||
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| Doug B. | Director, Design | MA | ||||||||||||
| Helena G. | Account Director | MA | ||||||||||||
| Laura T. | Vice President & Director, Creative | MA | ||||||||||||
| Elizabeth G. | Senior Vice President, Creative | MA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Gen-Z, Millennial Parents Opps: Welch's names CMO amid digital spend increases (Score 56)
Company. During Utke's time at Campbell, he managed the snack business worth over $1b as well as the multi-million dollar marketing budget. Keep an eye on this company as this hire will affect the marketing strategy and could lead to agency reviews.
Per Pathmatics, Welch's earned 644.9m impressions YTD through Facebook ads (52%), Instagram ads (47%), desktop display ads (1%) and mobile display ads (1%). It placed the majority (98%) of these ads site direct onto facebook.com and instagram.com. It placed the remainder (2%) indirectly through Google AdX+AdSense onto sites such as southernliving.com, allrecipes.com, realsimple.com, bhg.com and people.com. It spent around $5.3m on digital display ads YTD, a significant increase from $1.1m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $253.8k in 2019 to $3m in 2020.
iSpot reports that Welch's has not invested in national TV ads since spending around $523.1k in 2019.
Sellers-- Welch's is most likely targeting millennial and Gen-Z parents. It has been increasing digital spend for a couple years now after moving away from national TV ads. To the best of my knowledge, Welch's has not only abandoned national TV ads, but also print, radio and OOH. The new CMO may decide to allocate some ad dollars towards these channels. However, I do not see that happening since the company mainly targets Gen-Zers and millennials. Sellers should reach out offering digital ad space.
Agency & martech readers-- As you know, CMOs commonly review their new company's agency roster, so start reaching out soon to be top-of-mind. I believe you will face competition from full-service AOR Genuine Interactive.