Sixt hires NA marketing head amid spend increases (Score 80)

Sales lead: Contact the new SVP to offer ad space & agency services. 

• Sixt hired Kelly Johnson as NA marketing SVP, effective June 2023.
  • Johnson joins from Lever, where she served as senior director of content & web strategy. 
• Sixt ran its first national ad campaign in the US last year.
  • The push was called "Rent-THE-Car" and was supported across TV, digital, & OOH. 
  • It worked with GUT Miami on the creative. 
• The company is currently focused on expanding throughout the US. 

Target demographic: Millennials & Gen-X with a male skew

The company will likely:

• Continue increasing ad spend
• Try new ad channels
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Sixt spent about $2m on national TV ads YTD.
  • This marks the first time Sixt has aired national TV ads since at least 2016. 
• Ad programming: It placed ads during programming such as Last Man Standing, MLB Baseball, CBS Mornings, Today, and Blue Bloods. 

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

• YTD spend: Sixt spent nearly $3.1m on digital display ads YTD, a huge jump from $689.3k spent in this channel during the same time period of 2022. 
• YTD data: 304.3m impressions via YouTube (50%), Facebook (27%), Instagram (14%), desktop video (5%), desktop display (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend jumped from $2m in 2021 to $7.6m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and historydaily.org.com. It placed 1% of these indirectly through Google AdX+AdSense and unknown onto sites such as priceline.com, msn.com, pch.com, espn.com, and collider.com. 

Agency analysis:

• Opportunity: Sixt may seek creative, media, or digital marketing partners, so get in touch now to be top-of-mind. 
• Current roster:
  • SuperHeroes New York: social & PR AOR
  • GUT Miami: creative