Millennial, Gen-X Opps: Donatos taps new CMO amid spikes in spend (Score 59)

Sales Lead: Donatos selected Jodie Conrad as its new CMO, effective September 12.

  • Conrad most recently served in the same role at Fazoli's.
  • She worked with Donatos in the past; from 2000-2005, Conrad served as the company's brand marketing director.
  • The company is likely to:
    • Continue increasing ad spend
    • Conduct agency reviews
  • Target demographic: Millennials and Gen-X, especially parents

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Donatos has spent approximately $16.5k, more than 4x the approximately $3.7k spent by this point last year.
    • Last year: The company spent around $12.6k on this channel last year after having spent only half, around $6.4k, in 2020.
    • 2022 ad programming: Donatos's 2022 commercials have targeted Gen-X watching shows such as John Wick: Chapter 3, Chicago Fire, Hai Phuong, Verified Videos, and The Best of Puff Daddy.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has allocated roughly $662.5k toward digital ads YTD, almost double the roughly $380.2k allocated within the same 2021 timeframe.
    • YTD data: Since the beginning of 2022, Donatos has earned around 70.1m digital impressions via Facebook (35%), desktop display (35%), and Instagram (30%) ads.
      • Top site destinations for this year's desktop display ads have included reddit.com (62%), yahoo.com, realtor.com, finance.yahoo.com, and weather.com.
    • Last year: The company's estimated full-year 2021 spend of $717.4k dropped 35% from that of $1.1m in 2020.
  • Additional channel insights  
    • The company also utilizes OOH and local broadcast.

Additional agency insights:

  • Opportunity: Newly appointed CMOs often conduct agency reviews, so contact sooner rather than later to get on Conrad's radar.
  • Current agency roster:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.