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Millennial, Gen-Z Opps: Tim Hortons taps new CMOs amid digital display spend increases (Score 69)
Coffee shop chain Tim Hortons (TH) has selected Hope Bagozzi as its new CMO, effective January; she comes from a 15-year career with McDonald's, where she led the Canadian marketing team. Incumbent Axel Schwan is now TH's president. Additionally, in October, TH promoted Paloma Azulay, its global creative head since May 2018, to the role of global CMO. We should see higher ad spend as a result of these shifts.
The new CMOs join Nicole Pekerman, TH's VP and head of integrated marketing communication since October.
Adbeat approximates that the company's digital display ad spend increased to ~$7,500 (2019) from ~$4,800 (2018), marking a 56% rise. Most of last year's ads were placed programmatically via Google ($7,300) on sites such as nhl.com ($3,200) and mgoblue.com.
Last year, TH launched the Innovation Café, which is dedicated to new ideas; it may expand the option to the States. The company is having trouble rebranding; some have said it's undergoing an "identity crisis." This is largely due to the rebranding including new "Dream Doughnuts," new flavors of its birthday cake cereal and offering Prince Harry and Meghan free coffee for life if they move to Canada. These shifts have strayed from TH's focus on growing its local customer base through coffee-focused initiatives. As of now, the company is focused on loyalty programs and drive-thru improvements to boost sales.
Keep in mind that the company tends to target millennials and Gen-Z (female skew); Kantar suggests that it also utilizes OOH, print, local broadcast and radio. Additionally, it has teamed up with Shawn Mendes. Since Bagozzi comes from McDonald's, which is a very high spender, we expect that TH's spend will increase under her leadership. At this time, TH operates in 12 US States: DE, IN, KY, ME, MD, MI, NY, NY, OH, PA, VA and WB. Thus, those in the Northeast, Midwest and Southeast will have an advantage; click here to find locations near you.
Agency & martech readers - The company is likely happy with Zulu Alpha Kilo. You may have the easiest time, then, securing digital.
Note: TH is headquartered in Canada, so you might want to familiarize yourself with its Anti-Spam Law (CASL) before reaching out.