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Aristocrat Technologies promotes marketing chief amid spend increases (Score 49)

company in 2020 as marketing SVP from Bluebird Bio, where he served as SVP. While serving as Aristocrat's SVP, Wadley handled branding and consumer-facing partnerships. As CMO, Wadley will report to CEO Hector Fernandez and will be responsible for all global marketing duties. This promotion will affect the company's marketing strategy and could lead to roster shifts, so keep an eye on Aristocrat. 

According to Pathmatics, Aristocrat earned 9b impressions YTD through desktop video ads (78%), desktop display ads (20%), Instagram ads (2%) and Facebook ads (1%). It placed the majority (99%) of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, yahoo.com and msn.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as thedailybeast.com, nypost.com, nextdoor.com, wral.com and cheatsheet.com. It spent approximately $74.2m on digital display ads YTD, a 24% increase from $59.6m spent in this channel during the same time period of 2021. Full-year spend increased significantly (80%) from $70.6m in 2020 to $127m in 2021. 

Sellers-- Aristocrat's gaming machines and other services appeal to casinos and gambling facilities. It also targets Gen-Zers and millennials directly through digital display ads. It has been ramping spend up for the past two years. I expect spend to continue rising under Wadley's leadership. He may decide to experiment with additional channels as well now that he has more authority. Sellers should reach out for more information so that you can offer relevant ad space. 

Agency & martech readers-- The only agency Aristocrat currently works with is creative AOR Moon Rabbit. Promoted CMOs do not always review their company's agency roster, but it looks like you may be able to pick up some of Aristocrat's business because it only works with Moon Rabbit. I recommend offering media buying/planning, digital and/or social media assistance. Get in touch soon to be top-of-mind.