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Gen-Z, Millennial Parents Opps: Post Consumer Brands plans media mix shifts under new AOR (Score 75)

Update: Not long at all has passed since Mediahub (more below), but the agency is already shaking things up... Post-hire? (I tried.) The breakfast cereal company is planning to "future-proof" its media mix, which means its target demographic will start skewing younger - shifting from millennials to Gen-Z. Get in touch soon to determine further details.

More recently, Post has been targeting millennials; however, as I said, it may be starting to target Gen-Z more as well. This would mean higher usage of digital channels such as OTT, podcast and/or paid socials. It does tend to target parents especially. Sellers, get in touch soon to offer relevant ad space.

Agency & martech readers - We haven't heard of any additional roster shifts since the media AOR hire, so you still have a shot at PR and/or digital analytics partnerships. Hunter.

The article below was originally published on March 3:

Less than a year after Mediahub as its US media AOR. Incumbent Spark Foundry reportedly didn't defend the account. Patel said the company is primarily focused on data-driven planning, so the agency will probably start there.

View here.

According to Pathmatics, Post ended up spending roughly $8.9m on this channel in 2021, up 41% from the roughly $6.3m it spent in 2020. Last year, the company earned approximately 936.3m digital impressions via Instagram (53%), Facebook (37%), desktop video (8%) and desktop video (2%) ads.

Right now, Post seems focused on reaching millennial consumers. It tends to especially target parents. Kantar data reports the company also invests in local broadcast. Sellers should get in touch soon.

Agency & martech readers - Post named Hunter.