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|Heath R.||Chief Creative Officer & Executive Vice President||MN|
Sample of Related Brands
|Tracy C.||Senior Director||MN|
|Chris L.||Associate Creative Director||MN|
|Dani J.||Director, Business-To-Business Marketing & Communication Professional||MN|
Millennial Parents Opps: Winnebago hires first-ever CMO (Score 56)
Holm spent the last two years as the brand VP at Newell Brands. In this newly-created position, Holm will be responsible for all branding and marketing duties. She will report to president and CEO Michael Happe. Keep an eye on this company because this hire signals the company will be more focused on marketing going forward.
According to Pathmatics, Winnebago earned 10.6m impressions YTD through Facebook ads (77%) and desktop display ads (23%). It placed the majority of these ads directly onto sites such as facebook.com, yahoo.com, rvtrader.com, finance.yahoo.com and nypost.com. It placed the remainder (8%) through multiple indirect channels onto sites such as yahoo.com, chegg.com, finance.yahoo.com, buzzfeed.com and elitedaily.com. It spent around $72.3k on digital display ads YTD, a significant increase from the $18.3k spent in this channel during the same time period of 2021. Full-year spend increased by 64% from $31.8k in 2020 to $52.3k in 2021.
Per iSpot, Winnebago spent $41k on national TV ads in 2021 during Wheel of Fortune. This is the only reported TV spend data for the company since the beginning of 2020.
Sellers– Winnebago mainly targets millennial parents through digital display ads. It has been increasing spend over the past two years, which I predict will continue considering it just hired its first CMO. The company aired a national TV ad in 2021, but it does not utilize the channel consistently. It also invests in OOH, print and local broadcast TV ads, per Kantar. Sellers should get in touch with Holm for more specific details because I am sure she will make some changes to Winnebago’s marketing strategy.
Agency & martech readers– As you know, new CMOs commonly make changes to their company’s agency roster. Start reaching out to Holm soon to be top-of-mind. You will face competition from digital/PR AOR DKY Integrated Marketing Communications.