Zunch Communications, Inc. | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Gen-Z, Millennial Financial Opps: First Horizon selects new CMO amid Q4 digital ad spend spike (Score 58)

which owns banking subsidiaries such as First Horizon Bank, First Tennessee Bank and FT:N Financial, selected Erin Pryor as its new CMO. In her prior (pun intended) role as USAA's executive retail bank marketing director, Pryor exceeded annual product and member plan targets by 5% with individual products exceeding the plan by 11% (in her first year in the position!), drove a 22% in marketing contribution via a targeted programmatic media strategy, was involved in creating and implementing USAA's first positioning campaign that consisted of millennial-skewed content via digital platforms such as Hulu, YouTube and Snapchat. She will likely lead FH to invest in similar efforts, which will likely include increases in the company's ad spend. Pryor replaces Dawn Morris, incumbent CMO and CDO of two years, who departed at the end of December 2019 and hasn't yet announced next steps.

So far this year, Pathmatics estimates FH generated 107.9m digital impressions via Facebook (75%), desktop display (16%), desktop video (8%) and mobile display (1%) ads. YTD spend of approximately $810.2k is up 2% from the approximately $792.2k spent within the same 2019 timeframe; the company allocated around $2m toward this channel in 2019, investing in a huge spike in November and December, and the data already reflects a similar spike so far in H2 2020 (as of August). This full-year spend marks a nearly exponential increase from the roughly $333.4k FH allocated toward this channel in 2018.

Considering the company's focus on paid social ads and the fact that it hired a CMO with so much digital expertise, its target seems to currently consist highly of Gen-Z and millennials. To reach this audience, it will likely begin investing in podcast and/or OTT advertising over the company months. Remember an ad spending spike in this channel started in August and hasn't yet slowed down.

Agency & martech readers - With a new CMO, FH's chances of seeking new agency partners have potentially never been higher. Contact soon to remain top-of-mind. Winmo states the company has worked with Zunch Communications on digital in the past.