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Gen-Z, Millennial Opps: DC Comics taps top marketer amid digital ad spend increases (Score 38)

Effective September, Activision Blizzard, where he most notably spoke out often about the Black Lives Matter movement and the company's e-sports focus. Perhaps DC will become more vocal about these issues under his leadership.

This hire frees up chief creative officer and publisher Jim Lee to take on expanded responsibilities for the brand, investing his creativity for and passion of the DC characters into a brand evolution and the creation of relevance for new audiences worldwide. Lee will work closely with Cherry.

According to iSpot, DC's 2020 national TV commercials targeted Gen-Z and millennial men viewing programs such as Rick and Morty, The Big Bang Theory, Batman v Superman: Dawn of Justice, All Elite Wrestling: Dynamite and Family Guy. YTD spend of approximately $221.5k only reached around a third of the approximately $756.9k spent by this point last year; the brand's full 2019 spend more than doubled to $848.4k from $349.5k in 2018. Hopefully this spend decline will reverse as a result of this marketing hire.

So far this year, Pathmatics estimates DC generated 103.3m digital impressions via desktop display (82%) and desktop video (18%) ads. All digital display ads were placed via Display & Video 360 onto destinations such as reddit.com, fandom.com, thesimsresource.com, spotify.com and wowhead.com. YTD spend of around $316.3k reflects an exponential increase from the roughly $32.1k spent within the same 2019 timeframe, which also equaled the brand's full 2019 spend.

Hopefully these spend declines will reverse under Cherry's appointment; while the hire is already great, that would be the cherry on top. Comic fans have historically consisted mostly of men, but characters such as Poison Ivy and Harley Quinn have made it more popular among women as well. In 2014, market research (view more details here) proved 46.7% of comic fans were female. DC may invest more in including female demographics with its male audience under Cherry's command. The brand's main competitor, of course, is Marvel.

Agency & martech readers - DC might search for a new AOR as a result of this hire; however, it did switch to project-based appointments Phenomenon was its creative AOR but switched to instead provide project-based creative duties. Winmo states the brand handles media duties in-house.