Zehnder Communications, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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Zehnder Communications, Inc. Contacts
|Henry C.||President & Executive Creative Director||TN|
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|Christina M.||Senior Account Executive & Strategist||TN|
|Beth S.||Director, Account Services||TN|
Account in Jeopardy: Ironman taps new CMO (Score 75)
Triathlon company earlier this year. During her nine-year tenure at Professional Bull Riders, where she most recently served as CMO, Newberg led brand, consumer, content and digital marketing, along with local partnerships. Within her time at PBR, the company saw ticket sales revenue increase 43% from 2015-2018, with an average of 1 million+ viewers per broadcast; she's good at getting viewers to watch sports events, which will help in this new role. Newberg was also instrumental in 20+ events during 2018, setting attendance records for the sport, so we should see some experiential activations under her leadership. Considering her duties at PBR, we expect Newberg will focus on digital and local efforts at Ironman as well.
Newberg joins Elizabeth O’Brien, Ironman's NA managing director since September. O'Brien previously served as the company's global financial planning and strategy SVP. Ironman has also become the official online travel partner of Orbitz Worldwide, which will help people travel to Ironman's events.
According to iSpot, YTD national TV spend of merely $372 has targeted viewers of NBC Sports's "Ironman The Pioneer" and "Triathlon" programs, both in mid-January. This dropped significantly from the $146,349 spent within the same timeframe in 2018; full 2018 spend increased to $306,707 from $248,065 in 2017. This growth may be a result of a demographic shift from Gen-X to Gen-Z and millennials.
During the past 12 months, Adbeat reports that Ironman has spent $36,800 on digital display ads placed 100% programmatically via Google on sites such as active.com ($32,000) and ironman.com (shocking, I know). This total reflects a 441% increase from the $6,800 spent within the 12 months prior (Sept 2017-2018).
Sellers should keep in mind that, since Ironman's spend often spikes ahead of its October world series event, it may be too late to secure a piece of this year's Q4 budget. Its target demographic primarily consists of athletic men, and it also uses experiential and social.
Agency & martech readers - considering that newly-appointed CMOs often conduct agency reviews, reach out soon for potential work. You may have an easier time securing creative and/or media. Ironman hired social and digital AOR KWT Global has handled PR since 2017, still under average agency tenure (3-4 years).