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Collective Measures Contacts
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| Caitlin M. | Director, Resource Management | MN | ||||||||||||
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| Ashley T. | Media Director | MN | ||||||||||||
| Theresa S. | Media Director | MN | ||||||||||||
| Leah G. | Associate Director, Brand Media | MN | ||||||||||||
| Amie B. | Director, Finance | MN | ||||||||||||
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WinmoEdge
Gen-Z, Millennial Parents Opps: Land O’Lakes announces CMO hire amid digital ad spend increases (Score 57)
O'Lakes (LOL) announced that Heather Malenshek will replace incumbent Tim Scott as CMO on September 8, 2020. Malenshek, currently Bravehearts Consulting's principal, served as Harley-Davidson's CMO from 2014-2016.
**Note: We will not be able to provide Malenshek's contact information until she begins in September; reach out to lower-level DMs in the meantime.**
Through a recent partnership with Microsoft, LOL will be able to improve the agriculture industry's supply chain and provide rural communities with broadband connectivity.
According to iSpot, the company hasn't rolled out national TV commercials since 2019, when $133.4k targeted Gen-Z and millennials with a slight skew toward male NFL fans.
So far this year, Pathmatics estimates LOL has generated 128.6m impressions, spending $1.4m on desktop video ads (mostly YouTube videos - 63%), Instagram ads (11%), Facebook ads (9%), desktop display ads (7%), mobile video ads (6%), mobile display ads (3%) and Twitter ads (1%). This means that YTD, the company's spend has increased by 3x from the $458.8k spent by this point last year; LOL's full 2019 spend decreased significantly to $857.4k from $2.1m in 2018.
The company's target demographic primarily consists of parents, and its increased digital/paid social ad spend leads us to believe this has a skew toward Gen-Z and millennials. It also means LOL probably utilizes podcast and/or OTT ads. Kantar data reports the company also uses print, OOH and local broadcast. Its print ads consist of B2B magazines since LOL also targets potential distribution partners.
Agency & martech readers - Reviews will certainly become possible once Malenshek officially joins in September, so reach out soon to remain top-of-mind. You'll have the best luck securing social media management partnerships since just over a year ago.