Gen-Z, Millennial Opps: AMC Networks promotes marketing head (Score 75)

Sales Lead: AMC Networks (AMCN) named Kim Granito as its marketing head, effective April 2023.

• Granito joined the company in November 2018 and was most recently its integrated marketing EVP.
• She will continue leading integrated marketing, creative, production, events, and the digital and franchise studio for AMCN's branded entertainment division, the Content Room.
• Granito's expanded responsibilities, though, now also include marketing and brand strategy, which includes media and performance marketing, creative, digital, and social.
• She succeeds incumbent Len Fogge, who intends to retire in May 2023.
• The company will likely:
  • Implement strategy shifts
  • Return to higher spend
  • Seek new agency partners
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, AMCN has spent roughly $3.7m on digital ads, a huge decrease from the roughly $22.8m spent within the same 2022 timeframe.
  • YTD data: The company has earned around 405.8m digital impressions YTD via Facebook (41%), YouTube (23%), desktop display (21%), Instagram (12%), and mobile display (3%) ads.
    • AMCN has placed most of this year's desktop display ads site direct onto destinations such as vanityfair.com (28%), popsugar.com, glamour.com, vulture.com, and vox.com.​​​​​​​
  • Last year: The company spent approximately $76.2m on this channel last year, % more than the approximately $57.7m spent in 2021.
• Additional channel insights  
  • The company utilizes digital, local broadcast, print, OOH, radio, Google Ads, Facebook, Instagram, Twitter, TikTok (though barely), and online video (primarily via Youtube.com) ads.
  • AMCN sponsors podcasts such as The Daily, Morbid, Casefile True Crime, and Dan Snow's History Hit.

Additional agency insights:

• Opportunity: Marketing promotions don't always lead to agency reviews as often as outside hires do, but it certainly wouldn't hurt to reach out soon to remain top-of-mind.
• Current agency roster:
  • ​​​​​​​​​​​​​​​​​​​​​In-House: Media  
  • Horizon Media: Media AOR
  • Known: Media AOR
  • Media Storm: Media agency partner
  • Feren Communications: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.