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Gen-Z, Millennial Opps Update: Mark Anthony Brands taps top marketer amid roster shifts (Score 69)

Update: White Claw Hard Seltzer, filled its top marketing role late last year with a new marketing VP, Samantha Ford Collins. In her most recent position as CMO of Bhang Corporation, Ford Collins's marketing strategy responsibilities included a full brand repositioning. With a new marketing leader at its helm, MAB's paid social ad spend will probably continue rising.

Sellers can read more details regarding MAB's recent spend in the article below; it's currently using paid social to reach Gen-Z and millennials. It also utilizes OOH and local broadcast.

Agency & martech readers - Along with this DM hire, this company recently awarded its media remit to Agency Squid.

The article below was originally published on January 21:

Our internal research team recently confirmed that Haworth Marketing. This replaces MAB's former relationship with Wavemaker.

We suggested AOR shifts of this kind would follow MAB's recent hire of CMO John Shea. Since this appointment occurred, MAB selected Chris Tutor as its brand marketing VP (January).

iSpot reports no national TV spend for Mike's since 2019, but it does reveal White Claw has continued investing in this channel. Much of this brand's commercials of 2020 aired in Q1 and targeted millennials watching shows such as Friday Night SmackDown, College Basketball, Snapped, Ridiculousness and PBC Countdown. WCS allocated an estimated $2.4m toward this channel in 2020, roughly a tenth of the estimated $18.8m it allocated in 2019.

According to Pathmatics, MAB (both brands combined) earned around 1.7b digital impressions last year through the usage of Instagram (44%), Twitter (22%), Facebook (16%), desktop display (9%), desktop video (5%) and mobile display (3%) ads. Approximately $12.3m went toward this channel in 2020, nearly double the approximately $6.6m that went toward it in 2019.

As you can see, lower national TV spend has allowed higher digital ad spend. This shift, along with MAB's heavy reliance on paid social ad channels, leads me to believe the company is particularly targeting older Gen-Z and younger millennials. To do so, the company will likely begin investing more in OTT and/or podcast channels. White Claw is very popular right now and faces competition from brand such as Vizzy. Per Kantar data, Mike's also invest in OOH and local broadcast.

Agency & martech readers - As you know, reviews typically follow one another, especially after CMO appointments. Thus, I suggest you reach out soon to secure potential creative, PR, digital analytics and/or social media management work. To the best of our knowledge, MAB still works with Agency Squid (creative).