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Score 81 - Account in Jeopardy: Regis Corporation names CMO amid digital shift
said president and CEO Hugh Sawyer.
**We have not been able to confirm Townsend's email at the time of publication, but will update the story as we learn more**
Townsend joins Casey McGovern, who was promoted from director of digital marketing to AVP of marketing, effective July. He assists with both traditional and digital media, though focuses mostly on digital since he oversee local SEO and paid search.
The company also promoted Lee Bizik from AVP of marketing strategy & customer experience to AVP of marketing, effective October. He helps develop campaigns by assisting with creative, media, digital and market research. He also assists franchisees with local efforts.
Lower-level shifts include Megan Murphy, who was promoted from brand marketing coordinator to brand manager (November); Claire Fitzgerald, who was brought on as social media specialist following a 6-month tenure as social media manager at Crisp & Green (February); and Madeline Spott, who departed from her role as social media specialist to become social media manager at FLM Harvest (February).
These personnel, especially Townsend, are likely to review agency relationships. Therefore, agency & martech readers with salon experience should reach out for work. Competition will likely include ICF Next (PR AOR since 2013).
You'll likely want to focus your pitches on assisting Townsend with his duties; differentiating Regis's brands from competition like Great Clips, Sports Clips and Hair Cuttery; and assisting Regis with its spend shifts. As we previously reported, Regis wants to continue improving customer data and analytics, as well as continue to build the partnership between the MLB and Supercuts.
These shifts focus on digital marketing, so Regis has been decreasing investments in broadcast, out-of-home and print. (Radio spend has remained relatively flat year-over-year, per Kantar.) I would expect the digital shift to continue given the experience and focuses of the new personnel.
The digital shift suggests Regis wants to age down its A45+ demographic and increase engagement among younger consumers (millennials and Gen-Z). Therefore, sellers with high reach among millennials and Gen-Z will likely have the advantage. Keep in mind Regis has a male skew. It does not have a top spending period, instead spending evenly throughout the year.
iSpot only has national TV data for Supercuts and reports the brand has spent $8,339 YTD targeting men (see chart right). Spend during the same timeframe of 2018 totaled $517,266, full 2018 spend totaled $6.6m and spend in 2017 totaled $15.7m.
Adbeat reports Regis (and its top brands) began using digital display in May 2018. Since then, it has spent $37.5k on ads placed primarily via direct buy (35%), Google Search Partners (27%) and MediaMath (17%) onto sites like match.com, glassdoor.com, salary.com, jobdiagnosis.com and naturallycurly.com.