Shell Energy names marketing VP amid spend increases (Score 63)
Sales lead: Get in touch to help this brand build awareness. .png)
- Shell Energy (SE) promoted Megan Rosenbaum to marketing VP, effective April 2023.
- The company named Rosenbaum interim VP earlier this year.
- Prior to that, Rosenbaum served as account management & marketing director of Cart.com
Target demographic: Male Gen-X/millennial homeowners
The brand will likely:
- Significantly increase ad spend
- Diversify ad placement
- Seek brand-specific agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: SE spent just $200 on digital display ads YTD.
- 2021-2022 spend: Full-year spend jumped from $1.6k in 2021 to $14k in 2022.
- 2022 data: 1.3m impressions via desktop video (56%), Facebook (27%), desktop display (13%), and mobile display (5%).
- Ad location: It placed 83% of these ads directly onto sites such as twitch.tv, facebook.com, and supplychaindive.com. It placed 17% of these ads indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as businessinsider.com, reuters.com, entreprenuer.com, and mtbr.com.
Agency analysis:
- Opportunity: You may be able to pick up brand-specific work under the new leadership.
- Shell's (parent company) current roster:
- Wunderman Thompson Atlanta: creative, social, & digital AOR
- EssenceMediacom: media buying & planning
- Hill+Knowlton Strategies: PR
Insight Sources: Digital spend insights estimated by Pathmatics.
