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Digital Opps: Arctic Circle promotes president amid spend increases

Arctic Circle Restaurants (ACR) promoted Kasey Christensen to president, effective May 2021. Christensen joined ACR in 1994 before working his way up to COO in 2015. This promotion could lead to new marketing staff that might affect the marketing strategy or agency roster. ACR currently operates about 70 restaurants in UT, ID, OR, WA, NV, WY and AZ 

Per Pathmatics, ACR earned 5.3m impressions through desktop display ads. It placed 100% of these ads indirectly through Display & Video 360 onto sites such as zillow.com, yahoo.com, secrant.com, finance.yahoo.com and sports.yahoo.com. It spent around $15.3k on digital display ads YTD, a huge increase from just $200 spent in this channel during the same time period of 2020. No spend data is available for this company prior to 2020. 

Sellers-- ACR's fast-casual offering most likely appeal to Gen-Zers and millennials. The company recently started allocating a portion of its budget towards digital ads, which are typically effective at reaching these demographics. It also invests in print and local broadcast TV ads, per Kantar. You can use the location finder here, to see where you may be able to provide local ad space. Sellers should reach out offering relevant ad space. 

Agency & martech readers-- I believe ACR has an in-house media team and works with creative AOR Love Communications. While promoted DMs are much less likely to conduct agency reviews than new hires, it still may be worth reaching out to this company.