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Material Plus | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (512)-499-8811
Primary Address
1900 Avenue of the Stars
Suite 1600
Los Angeles,
CA
90067
Material Plus Contacts
Contacts (5/11)
Name | Title | State | ||||||||||||
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David S. | Executive Chairman | CA | ||||||||||||
Sample of Related Brands
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Bill K. | Chief Executive Officer | CA | ||||||||||||
Anil A. | Chief Financial Officer | CA | ||||||||||||
Scott S. | Chief Strategy & Growth Officer | CA | ||||||||||||
Amy R. | Senior Director, Growth & Account Management | TX |
WinmoEdge
Church's Texas Chicken fills CMO vacancy (Score 59)
Sales lead: CMO hires commonly lead to spend shifts & agency reviews.
- Church's Texas Chicken named Natalia Franco EVP & global CMO in March 2023.
- Franco most recently served as president & founder of BrandMark Global.
- Prior to that, she was the EVP & chief strategy/brand officer of California Pizza Kitchen.
- Franco is responsible for brand strategy, creative, and digital.
- We reported the CMO vacancy last September.
Church's target demographic: Gen-Zers & millennials
The company will likely:
- Review the current agency roster/seek additional assistance
- Revise marketing strategy
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Church's spent nearly $1.2m on national TV ads YTD, a significant increase from $117.9k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend jumped from $183k in 2021 to $474.6k in 2022.
- Ad programming: It placed ads during programming such as NCIS, The First 48, Dateline: Secrets Uncovered, Love After Lockup, and Friends.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Church's spent about $349.3k on digital display ads YTD, a 22% decrease from $446.1k spent in this channel during the same time period of 2022.
- YTD data: 49.6m impressions via Instagram (67%), Facebook (31%), desktop display (2%), and YouTube (1%).
- 2021-2022 spend: Full-year spend fell by 15% from $2.6m in 2021 to $2.2m in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com. It placed 2% of these ads indirectly through The Trade Desk onto espn.com.
Additional channel insights
- Vivvix: Church's also invests in OOH, radio, and local broadcast.
Agency analysis:
- Opportunity: The new CMO may decide to review Church's roster or hire additional assistance.
- Current roster:
- Wunderman Thompson Atlanta: creative AOR
- Material Plus: digital AOR
- T3: digital
- LAK PR: PR
Insight Sources: Broadcast insights estimated by Vivvix.