Millennial Opps: The Atlantic taps new marketing EVP amid significant spend increase (Score 67)

Sales Lead: Earlier in May 2023, Tyler Watson became the marketing EVP at The Atlantic.

• Watson joined from Conde Nast, where he was the VP and head of US production and activation.
  • In this role, he oversaw a team that launched over 800 campaigns.
• ​​​​​​​Now, Watson's commercial marketing duties at The Atlantic include creative strategy, brand marketing, the creative studio Atlantic Re:think, and marketing research division Atlantic Insights.
• The company will likely:
• Target demographic: 

Additional recent leadership shifts:

• This announcement comes on the heels of The Atlantic's November promotion of CGO Meghavaty Garibaldi and its January 2023 hire of commercial brand marketing VP Alana S. Ross.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, The Atlantic has spent roughly $2.7m on digital ads, more than double the roughly $1.3m spent within the same 2022 timeframe.
  • YTD data: The publication has earned ~353.2m digital impressions YTD, 100% via Facebook ads.
  • Last year: In 2022, The Atlantic spent approximately $3m on this channel, less than half of the approximately $7m spent in 2021.
• Additional channel insights  
  • The company utilizes digital, Google Ads, Facebook, Twitter, and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: Get on Watson's radar if you can be its Sherlock; agency reviews certainly may follow this hire.
• Current agency roster:
  • ​​​​​​​In-House: Creative
  • Long Dash: Creative AOR

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