Gen-Z Parents Opps: Post Consumer Brands taps CMO amid surge in digital spend (Score 73)
Post Consumer Brands selected Claudine Patel as its new CMO, effective earlier in May 2021. Se previously served as the the marketing GM and NA health CMO at Reckitt, overseeing brands including Mucinex and Clearasil. Now, Patel will focus on leading Post's team on strategy, innovation and brand marketing across various paid, owned, earned and shared channels. She replaces Roxanne Bernstein, Post's former CMO, who departed around a year ago.
According to Pathmatics, Post has spent roughly $3.3m on digital ads YTD, triple the roughly $1.1m it spent within the same 2020 timeframe. The company's estimated 2020 spend of $6.3m marked an increase of over 4x from that of $1.5m in 2019. So far this year, Post has earned ~469.1m digital impressions via Instagram (47%), Facebook (45%), desktop video (6%), desktop display (1%) and mobile video (1%) ads.
As I'm sure you concluded, Post's shift from TV to digital signal an effort to skew its target demographic younger; considering the surge in digital spend and reliance on Instagram and Facebook ads, it's safe to say the company is primarily targeting Gen-Z right now. It especially targets parents with kid-oriented cereal brands. To more effectively reach this audience, Post's new CMO and relatively new creative AOR may lead it to expand into additional digital channels such as podcast and/or OTT.
Agency & martech readers - Because of this CMO hire, especially considering the creative AOR shift, it's likely Post will seek new media, PR and/or digital analytics partners. As of now, along with creative AOR Barkley, the company works with media AOR Spark Foundry, multicultural AOR THIRD EAR and PR AOR Hunter.