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Gen-Z Media Opps: TD Bank promotes CMOs amid agency review

departed for the same role at State Street.

**Note: Reach out to DMs other than Chung for right now.**

This company also recently named a new US CMO, Tyrrell Schmidt, in September 2020. Schmidt joined TD in 2015 and most recently served as its global brand and customer experience officer.

This shift closely follows the announcement that TD is reviewing its US media and advertising agencies; it will likely choose one or two winners between Publicis. We will let you know when this review concludes.

TD responded to the global pandemic by enhancing its digital capabilities in order to offer easily accessible advice and support online.

According to iSpot, the only TV commercials this company has launched were online-only via Facebook, Twitter and YouTube.

So far this year, Pathmatics reports TD's digital ad investment is on the rise; since the beginning of 2021, the company has allocated roughly $961.1k toward this channel, around a seventh of the roughly $7.2m it allocated in all of 2020. This estimated full-year 2020 spend nearly doubled that of $4.3m in 2019. In 2021, TD has earned ~83.9m digital impressions via desktop video (66%), Instagram (16%), Facebook (13%), desktop display (4%) and mobile display (1%) ads. 98.8% of desktop videos were placed site direct onto youtube.com.

TD's focus on YouTube, Instagram, Facebook and Twitter shows that it's primarily targeting Gen-Z right now; to do so, it may soon make forays into additional digital channels such as podcast and/or OTT. Per Kantar data, TD also invests in OOH, print (Spanish newspapers), radio and local broadcast. The company holds planning conversations in Q4 and buying conversations in Q3.

Agency & martech readers - Normally I'd suggest seeing what work you can secure under TD's new CMO. However, it has an ongoing agency review and has already picked finalists; read elsewhere for now. To the best of our knowledge, the company works with Saatchi & Saatchi Canada (digital).