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On the Brink Update: CBS announces new CMO pre-merger (Score 63)

Update: In preparation for its upcoming merger with CBS has shaken up its marketing leadership. The network has named Mike Benson its president and CMO, effective October, to succeed longtime marketing head George Schweitzer. Schweitzer is now a chairman of CBS Marketing, where he will stay through the 2019-20 season. Previously the marketing head of Amazon Studios, Benson brings additional creative and marketing leadership experience from companies such as Hurryback Holdings, Time Warner, Disney, KCBS and WCCO-TV. During his tenure at Amazon Studios, Benson led marketing initiatives for The Marvelous Mrs. Maisel, Jack Ryan, The Man in the High Castle and others. His and his team's Amazon work won 17 Clio Awards; his expertise in the network industry will serve him very well in this new role.

View national TV and digital display ad spend for Viacom's and CBS's top brands, via here.

Per Kantar, the networks also invest in OOH, print and radio. After the merger, they may try to modernize for a younger audience, so sellers should offer digital display space. Spend tends to rise during the summer (Q2-Q3).

Agency & martech readers - CBS's chances of conducting agency reviews rise significantly under new leadership,s so continue reaching out. Winmo reports that your competition will include Viacom's roster, digital AOR OMD West (start dates unknown).

Below was originally published on Sept. 12:

Julia Phelps, 14-year Viacom vet, has been promoted to the position of EVP and chief communications and corporate marketing officer of CBS. When she was named communications and culture SVP in 2017, Phelps's duties included corporate communications and marketing, corporate responsibility and special events. She oversaw Viacom's internal creative agency, Catalyst, and led the global launches of Spark, a next-generation town hall for employees, and global platform Generation Change. Now, she will lead ViacomCBS's marketing efforts as it strives to set itself apart in the media industry.

The merger may be a result of the rising popularity of subscription-based TV like Netflix and Hulu, which are quickly replacing cable. CBS's audience is a little older, compared to Viacom's millennial target demographic, so it also seems like an effort to merge these audiences. 

Viacom and CBS will likely have fully merged in a $30 billion deal by the end of the year. Communications head at CBS, Dana McClintock, will continue in his role for CBS-branded businesses.

View national TV and digital display ad spend for top brands, via here.

The companies, according to Kantar, also use outdoor, print and radio. They may try to modernize for younger audiences after the merger, considering Viacom's focus on MTV networks, so sellers with digital display space should reach out. Spend often spikes during Q2 and Q3.

View Viacom's recent promotions and hires here. Marketing team additions often follow spend increases and agency reviews, so our readers should reach out.

Agency & martech readers - there's a chance that ViacomCBS will be open to agency reviews after the merger closes, so reach out soon to be top-of-mind. Competition will include Viacom's digital and media AORs, OMD West. We are unsure how long these relationships have lasted, so they may well have reached tenure (3-4 years).