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MullenLowe U.S. Boston Contacts
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|Lee N.||Chief Executive Officer - U.S.||MA|
|John W.||Executive Vice President & Group Creative Director||MA|
|Kay P.||Senior Vice President & Group Account Director||MA|
|Jonathan R.||Senior Vice President & Creative Director||MA|
|** **********||AOR - creative, digital, & media buying & planning||2013||present||*|
|******** ********* ***********||AOR - creative, digital, & media buying & planning||2013||present||******|
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|******* *****||AOR - creative, digital, & media buying & planning||2013||present||*|
Gen-Z, Millennial Dadvertising Opps: Burger King taps first-ever US regional CMO amid ad spend decreases (Score 67)
Last month, Ellie Doty joined fast food giant Burger King (BK) as the first-ever CMO for its North American business. Doty's background includes roles as Chili's CMO, and marketing VP (2017-2020), KFC's marketing director (2013-2017), Taco Bell's senior brand manager (2010-2013) and Long John Silver's brand and field marketing manager (2005-2010). Her fast food and marketing expertise make her more than qualified for this new role. Doty particularly specializes in brand strategy, creative menu ideas and creating digital and data-driven marketing programs; these strategies will probably become more important in BK's marketing as it continues navigating the global pandemic crisis. Doty will reportedly focus initially on guest insights, media, advertising and social media.
This hire leads us to believe BK will soon start utilizing more localized marketing in the US.
BK is known for unique marketing strategies; for example, it previously promoted its burgers getting moldy to show their lack of preservative usage, targeted McDonald's customers with a "Whopper Detour" initiative offering mobile coupons to customers within 600 feet of McDonald's locations and made an ad out of a Tesla autopilot's mistaking a BK sign for a stop sign. COVID-19 certainly presents plenty of challenges for fast food chains, but a new CMO makes BK more prepared than ever to handle the situation well. So far, the company responded to the coronavirus by encouraging app-powered meal pickup via TV advertising calling consumers staying at home "heroes." App ordering will most likely continue a key strategy as the pandemic continues leaving consumers in search of ways to have contact-free brand experiences. We also expect BK to advertise its recent nationwide addition of Impossible Foods' meatless sausage to its breakfast menu.
According to iSpot's approximations, the company's YTD national TV spend of $167.2m targeted millennials and Gen-X with a skew toward male sports enthusiasts (see targeting right), down by 15% from the $195.7m spent by this point last year. Along with the aforementioned audience, BK tends to target Hispanic audiences via Spanish commercials. Its full 2019 spend grew by 7% to $414.6m from $387.1m in 2018.
From July 2019-2020, Adbeat estimates BK allocated $123.1k toward digital display ads, less than a third of the $424.4k spent from July 2018-2019. Most of the past year's ads were placed site direct ($70.9k), as YouTube videos ($36.6k) or programmatically via Google Display Network ($11.7k). Most site-direct placements were on bustle.com ($27.6k), adultswim.com, patch.com, suntimes.com and chicagotribune.com; Google Display Network placed ads onto destinations such as virginiasports.com ($6.5k), mtv.com, latimes.com, sj-r.com and courier-tribune.com.
We expect these ad spend declines to reverse under Doty's leadership, especially since Chili's digital display ad spend more than tripled under her brief stint as its CMO (more here). BK's target demographic ranges from Gen-Z to Gen-X and has a skew toward men and/or parents. Remember its national TV commercials also target Hispanic viewers. To reach young audiences, BK will also likely utilize digital channels such as paid social, podcast and/or OTT. Kantar data reports the restaurant chain also utilizes OOH, print (newspapers), radio and local broadcast.
Agency & martech readers - As you know, this CMO hire could easily lead to partnership opportunities for you; reach out sooner than later for potential work. Winmo states your competition will include MullenLowe Boston (creative assistance).