Parents Opps: Hasbro hires new CMO (Score 54)

Sales Lead: Jason Bunge became the CMO at Hasbro in May 2023.

• Bunge previously served in the same role at Riot Games.
• The company will likely:
  • Shift strategy and spend
  • Conduct agency reviews
• Target demographic: 
  • Primary: Gen-Z and millennial parents
  • Secondary: Gen Alpha

Additional spending insights:

• Broadcast insights (TV ad creative spend); digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • View recent national TV and digital spend for top brands here.  
• Additional channel insights  
  • The company utilizes print, radio, local broadcast, digital, OOH, Facebook, Instagram, Twitter, TikTok, and online video (primarily via Youtube Android and Youtube.com) ads.
  • Hasbro sponsors podcasts such as Stories from NPR, The Dan Patrick Show, The Pat McAfee Show, Marketplace All-in-One, and RHLSTP with Richard Herring.
  • Finally, the company invests in short-form DRTV ads.s
    • It has incredibly widely dispersed network TV coverage and will not likely launch a new campaign soon.
    • Hasbro's top TV network is HMM.

Additional agency insights:

• Opportunity: CMO hires often lead to agency reviews, so reach out sooner rather than later to get on Bunge's radar; I bet you'll have a Bunge to talk about.
• Current agency roster:
  • Grey Group​​​​​​​: Creative and digital AOR (2013)
  • EssenceMediaCom: Media AOR (February 2020)

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.