Deloitte Digital | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Gen-X, Millennial Parents Opps: Build-A-Bear hires CMO amid YTD spend declines (Score 52)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

• Build-A-Bear (BAB) hired Julia Fitzgerald as CMO, effective March 2023.
• Fitzgerald joins from American Lung Association, where she served in the same position.
• She is now responsible for marketing, brand communications, PR, and creative.
• Fitzgerald will also serve on the executive leadership team.

BAB's target demographic: Gen-X & millennial parents

The company will likely:

• Ramp digital ad spend back up
• Diversify digital ad placement
• Review the current agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: BAB has not invested in national TV ads since spending $124.1k in 2021.
• 2021 ad programming: It placed ads during programming such as Peppa Pig, PAW Patrol, T.O.T.S., Blaze and the Monster Machines, and Bluey. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BAB spent around $4.6m on digital display ads YTD, just 57% of the $8.1m spent in this channel during the same time period of 2022. 
• YTD data: 623.2m impressions via Facebook (63%), Instagram (35%), and YouTube (2%). 
• 2021-2022 spend: Full-year spend jumped by 26% from $22.9m in 2021 to $28.8m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming roster shifts, so reach out now to be top-of-mind. 
• Current roster:
  • Wunderman Thompson Atlanta: creative AOR
  • Deloitte Digital: digital AOR

Insight Sources: Broadcast insights estimated by Pathmatics.