ClubCorp hires CMO amid digital spend increases (Score 50)

ClubCorp hired Jim Berra as its chief marketing and innovation officer. Berra comes from Royal Caribbean International, where he served as CMO. In his new role, Berra will manage all marketing responsibilities such as brand strategy, communications, social media, digital, web development, consumer insights and product innovation. This hire could lead to spend increases or agency reviews, so keep an eye on this company. 

**Our researchers are still working to confirm Berra's email address.** 

According to Pathmatics, ClubCorp earned 3.9m impressions YTD through Facebook ads that it placed directly onto facebook.com. It spent around $31.6k on digital display ads YTD, more than double the $15.3k spent in this channel during the same time period of 2020. Full-year spend fell from $134.3k in 2019 to $15.7k in 2020. 

Per iSpot, ClubCorp spent just $5.6k on national TV ads YTD during "LPGA Tour Golf." It spent around $15.9k in 2020, all during Q4, after not allocating any budget towards this channel in 2019. 

Sellers-- ClubCorp most likely targets affluent Gen-Xers and older millennials. It decreased spend across the board in 2020, but that was likely due to Covid-19. It has started adding funds back to digital ads. However it has not returned to pre-Covid spending levels yet. It also invests in OOH ads, per Kantar. I predict the new CMO will start ramping spend up once he has time to implement his strategy. 

Agency & martech readers-- To the best of my knowledge, ClubCorp is not working with an agency at this time. I advise readers to start preparing your pitches so that you can reach out to the new CMO. You may have the best luck picking up communication or PR services, as these are the most common initial agency appointments.