IxCo | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Gen-Z, Millennial Digital Opps: Theory taps two C-Level marketing DMs (Score 61)

Theory from Fleur du Mal, where she served as CMO. Her top priority will be helping the company grow by improving its digital-first marketing strategy. Then in March, the company elevated creative consultant Jeffery Kalinsky to a permanent position. He will now serve as chief merchant & creative officer and will manage merchandising and product design. These changes will impact Theory's marketing strategy and could lead to agency appointments. 

According to Pathmatics, Theory earned 33.4m impressions YTD through Facebook ads (98%) and Instagram ads (2%). It placed 100% of these ads site direct onto facebook.com and instagram.com. It spent approximately $302.9k on digital display ads YTD, a huge increase from $29.9k spent in this channel during the same time period of 2021. Full-year spend fell from $607.8k in 2020 to $198.3k in 2021. 

Sellers-- Theory's contemporary styles appeal to Gen-Zers and millennials. The company reaches these demographics through digital display ads. So far this year, Theory has placed all of its digital ads directly onto social media sites Facebook and Instagram, but in 2021, it also utilized desktop display and mobile display ads. Furthermore, the company drastically reduced send in 2021. I predict the new CMO will ramp spend back up once she has time to implement her plan. Sellers should get in touch with Theory's new DMs for more information so that you can offer relevant ad space.  

Agency & martech readers-- As you know, a new CMO may give you an opportunity to pick up some business. Start contacting DeLarentis soon to be top-of-mind. You may face competition from IxCo, which has provided digital assistance in the past. Those of you that can help Theory bolster its online marketing strategy may have an advantage.