New York Life Insurance promotes CMO (Score 50)
Sales lead: This promotion may lead to agency reviews and spend shifts. 
- New York Life Insurance (NYLI) promoted Amy Hu to SVP & CMO late last year.
- Hu joined the company in 2019 as demand generation VP.
- She most recently served as VP and co-head of marketing.
- Hu is now responsible for all marketing activity.
NYLI's target demographic: Gen-Xers & boomers with a male skew
The company will likely:
- Continue shifting ad dollars from digital channels to TV
- Review the existing agency roster
- Hire additional agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2022 spend: NYLI spent close to $10.2m on national TV ads in 2022.
- 2020-2021 spend: Full-year spend plummeted from $23.7m in 2020 to $9m in 2021.
- 2022 ad programming: It placed ads during programming such as NBA Basketball, College Football, SportsCenter, College Football, and Diners, Drive-Ins and Dives.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2022 spend: NYLI spent around $5.7m on digital display ads in 2022.
- 2022 data: 665.5m impressions via desktop display (55%), Facebook (30%), mobile display (9%), Instagram (3%), Twitter (1%), and desktop video (1%).
- 2020-2021 spend: Full-year spend dropped by 29% from $9.3m in 2020 to $6.6m in 2021.
- Ad location: It placed 92% of these ads directly onto sites such as aarp.org, facebook.com, espn.com, instagram.com, and morningstar.com. It placed 8% of these ads through multiple indirect channels onto sites such as yahoo.com, aarp.org, morningstar.com, zillow.com, and kohls.com.
Additional channel insights
- NYLI also utilizes OOH, print, and local broadcast.
Agency analysis:
- Opportunity: Contact the recently-promoted CMO now to see if she plans on reviewing any of NYLI's accounts.
- Current roster:
Insight Sources: Broadcast insights estimated by Kantar.
