Momvertising Opps: The Giant Company's CMO departs amid YTD spend increases (Score 35)

Agency Opportunity: Start preparing your pitches so that you can reach out as soon as this company finds a new CMO. 

  • Matt Simon left his position as CMO of The Giant Company (TGC) in July 2022. 
  • Simon is now the CMO of Penn Foster.
  • He was responsible for brand marketing, eCommerce, loyalty, performance marketing, communication, creative, and store layout. 
  • We will be sure to update you as soon as the company announces a replacement. 

TGC's target demographic: Gen-X and millennial women (moms)

As soon as it finds a new CMO, TGC is likely to:

  • Review the agency roster
  • Try new marketing channels
  • Experiment with marking budget to see which channels provide the best ROI

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

  • YTD spend: TGC spent approximately $1.2m on digital display ads YTD, a 56% increase from $770.8k spent in this channel during the same time period of 2021. 
  • YTD data: 158m impressions via Facebook (74%), Instagram (23%), desktop video (2%), and desktop display (1%).
  • Last year: Full-year spend fell by 21% from $1.9m in 2020 to $1.5m in 2021. 
  • Ad placement: It placed 99% of these ads directly onto sites such as,,,, and It placed 1% indirectly through The Trade Desk onto sites such as,,,, and 

Additional channel insights (print, radio, local broadcast TV, and OOH media analysis)

  • The company also invests in OOH, print, and local broadcast TV ads. 

Current agency roster:

Resources: digital impressions estimated by Pathmatics; additional channel insights estimated by Kantar data