Orchard Creative | Agency Profile, Contacts, AOR, Client Relationships
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Orchard Creative Contacts
|Jeff K.||Founder & Chief Creative Officer||NY|
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|Barney R.||Chief Executive Officer||NY|
|Laura J.||Co-Founder & Chief Strategy Officer||NY|
|Lucie K.||Business Director||NY|
|Perry M.||Senior Art Director||NY|
Gen-Z, Millennial Opps: Dashlane taps new CMO to support rapid growth (Score 62)
Dhiraj Kumar as CMO, effective August. Most recently the growth VP at BlueVine, Kumar brings over 20 years of marketing expertise at high growth tech brands. Now, his responsibilities will include overseeing Dashlane's end-to-end marketing efforts to support its growth over the coming months. He replaces Jackie Jantos, who became an advisor in July after spending less than a year as the company's CMO.
Right now, Dashlane is transforming for consumers and businesses in order to adapt to how people now live and work. In the past, the cybersecurity industry has focused more on tech and less on addressing people's access to and utilization of digital resources.
According to iSpot, Dashlane hasn't invested in national TV since spending around $449.5k in Q1 2020; these commercials targeted millennials watching programs such as Ridiculousness, The Big Bang Theory, NCIS: New Orleans, Friends and Seinfeld.
Since the beginning of 2021, Pathmatics reports the company has allocated roughly $245.6k toward digital ads, a sliver of the roughly $1.3m it spent in the same 2020 timeframe. In 2020, Dashlane's estimated full-year spend tripled to $1.4m from that of $450.4k in 2019. It has earned ~51.1m digital impressions YTD via Facebook (56%), desktop display (37%) and Twitter (7%) ads.
As the B2C password manager becomes more consumer-centric, I expect its spend will pick back up, especially now that a new CMO is in charge of its marketing budget. Dashlane's target demographic seems to include both Gen-Z and millennials, so sellers able to offer high-ROI digital strategies will have the upper hand here.
Agency & martech readers - Get in touch soon to see what partnerships are possible under this new CMO's leadership. Your competition will include Dashlane's creative AOR, Dentsu X.