Gibson Brands promotes marketing leader (Score 42)

Sales lead: This promotion will affect the company's marketing strategy & may lead to agency appointments. 

• Gibson Brands (GB) elevated Beth Heidt to CMO, effective May 2023.
• She now leads GB's global brand & marketing teams, entertainment, artist relations, social media, PR, and the Gibson Gives Foundation. 
• Heidt joined the company in 2016 as VP and global cultural influence head. 
• Prior to that, she was the senior global marketing & integrated communications strategist for Technicolor. 

Target demographic: Millennial guitarists 

The company will likely:

• Keep ramping up digital spend
• Shift digital ad dollars around/invest in more digital channels
• Seek agency assistance

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

• YTD spend: GB spent around $707.2k on digital display ads YTD, a 54% increase from $459.6k spent in this channel during the same time period of 2022. 
• YTD data: 92m impressions via Facebook (94%) and Instagram (6%). 
• 2021-2022 spend: Full-year spend fell 26% from $2.3m in 2021 to $1.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Vivvix: GB also invests in OOH. 
• Top podcasts sponsored: Stories from NPR: NPR, Today in Focus, OTB Football, History Extra podcast, and The Art of Manliness. 

Agency analysis:

• Opportunity: Contact the recently promoted CMO to see if she needs any assistance. 
  • GB does not currently have an AOR to the best of my knowledge.