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Millennial, Gen-Z Digital Opps: Ben & Jerry's promotes top marketer to CEO (Score 33)

Sales lead: This DM shift will affect the company's marketing strategy & agency roster. 

• Ben & Jerry's (B&J) promoted Dave Stever to CEO in May 2023. 
• Stever replaces Matthew McCarthy, who retired.
• Stever joined B&J in 2008 as CMO.
• We will be sure to update you once the company announces a replacement CMO.

Target demographic: Millennials & Gen-Zers

Once it hires a new CMO, the company will likely:

• Experiment with new ad channels
• Make changes to the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: B&J spent about $1.9m on digital display ads YTD, more than double the $902.8k spent in this channel during the same time period of 2022. 
• YTD data: 251.3m impressions via Instagram (58%), Facebook (40%), YouTube (1%), desktop display (1%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend plummeted 71% from $10.7m in 2021 to $3.1m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, amazon.com, youtube.com, and vox.com. 

Additional channel insights  

• Vivvix: B&J also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Today, Explained, The Bunker, The Chad Prather Show, Thomas Paine Podcast, and The Propaganda Report.