Imagine | Agency Profile, Contacts, AOR, Client Relationships

• As of January 2023, Haynes-Gaspar is working to improve Lumen's customer experience.
• She joined from Microsoft, where she served as the COO of its US business applications and industry.
  • Haynes-Gasper has also served as the CMO for two of GE's global divisions.
  • GE also named her its Marketer of the Year twice.
• The company will likely:
  • Shift strategy
  • Keep increasing spend
  • Seek new agency partners
• Target demographic: 
  • Business DMs with a strong male skew

Additional recent appointments:

• ​​​​​​​In August 2022, Lumen promoted Craig Salveta to consumer acquisition strategy marketing director and hired creative and brand director Justin Flack.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Lumen allocated roughly $2.4k toward national TV commercials, more than double the roughly $1.1k allocated in 2021.
  • 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as Seahawks Press Pass, NBA Basketball, and NHL Hockey.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The company spent approximately $22.2m on digital ads last year, again more than double the approximately $8.7m spent in 2021.
  • 2022 data: Last year, Lumen earned ~3.3b digital impressions via Twitter (63%), desktop video/YouTube (16%), desktop display (9%), Facebook (7%), Instagram (4%), and mobile display (1%) ads.
• Additional channel insights  
  • The company utilizes OOH, radio, local broadcast, and Google Ads.

Additional agency insights: