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WinmoEdge
Male Gen-Z, Millennial Opps: Taco Bell appoints CBO amid spend increases (Score 71)
Nike, where he served as CMO of the Jordan Brand. He spent over 10 years with Nike serving in multiple marketing roles. In his new role, Tresvant will lead global marketing for TV, as well as, improving the customer experience. He is replacing incumbent CBO Nikki Lawson.
**Tresvant does not start his new role until January 2022; therefore, we are unable to confirm his email address at this time.**
According to Pathmatics, TB earned 7.2b impressions YTD through desktop video ads (53%), Facebook ads (25%), Instagram ads (19%) and mobile video ads (3%). It placed 100% of these ads site direct onto sites such as youtube.com, facebook.com, instagram.com, hulu.com and twitch.tv. It spent around $93.7m on digital display ads YTD, a 46% increase from $64.3m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $21m in 2019 to $77.3m in 2020.
Per iSpot, TB spent around $221.3m on national TV ads YTD, a 13% increase from $196m spent in this channel during the same time period of 2020. Full-year spend fell 18% from $266.7m in 2019 to $217.4m in 2020. This year, it placed ads during programming such as "NFL Football," "MLB Baseball," "College Football," "NBA Basketball" and "College Basketball."
Sellers-- TB targets Gen-Zers and younger millennials with a male skew. It reaches these demographics through digital display and national TV ads. The chain has been ramping up digital spend aggressively for the last couple of years, which makes sense, as digital ads are typically the best way to reach younger audiences. TB also increased national TV spend in 2021, after decreasing spend in the channel in 2020. It also invests in OOH, radio and local broadcast TV ads, per Kantar. Sellers should contact TB's DMs to offer ad space and score some of these extra ad dollars. Keep in mind, the new CBO may shake things up, and try some new marketing strategies in the future.
Agency & martech readers-- To the best of my knowledge, TB currently works with full-service AOR Edelman. The CBO hire could lead to a review, so start reaching out soon to be top-of-mind. You might also consider offering project-based assistance.