B2B, D2C Opps: Breezeline hires marketing VP (Score 60)

Sales lead: This hire may lead to spend shifts & agency reviews. 

• Breezeline hired Michelle Ramler as marketing VP in June 2023. 
• Ramler joins from Wave Broadband, where she had the same title. 
• She is now responsible for marketing, demand generation, brand, customer experience, PR, and corporate communications. 

Target demographic: Businesses & consumers (millennials & Gen-Z men)

The company will likely:

• Continue increasing TV spend
• Try new ad channels
• Review the agency roster 

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

• YTD spend: Breezeline spent around $10.7k on national TV ads YTD after not airing an ad during the same time period of 2022. 
• 2021-2022 spend: Full-year spend totaled $5.4k in 2022. 
  • It did not invest in this channel in 2021. 
• Ad programming: It placed ads during programming such as Cavaliers Live Postgame, NHL Hockey, NBA Basketball, Blue Jackets Live Postgame, and Pin Shot. 

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

• YTD spend: Breezeline spent nearly $1.8m on digital display ads YTD, an 18% decrease from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 237.1m impressions via Facebook (58%), Instagram (35%), YouTube (6%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 73% from $2.2m in 2021 to $3.8m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, and nhl.com. It placed 1% of these ads indirectly through an unknown channel onto sites such as zillow.com, geniuskitchen.com, gamefaqs.gamespot.com, tripadvisor.com, and wrestlinginc.com. 

Additional channel insights  

• Top podcasts sponsored: The Herd with Colin Cowherd, The Bobby Bones Show, The John Batchelor Show, The Dan Patrick Show, and Hidden Killers With Tony Brueski | Breaking News & Commentary. 

Agency Analysis:

• Opportunity: The new marketing VP may review Breezeline's roster, so reach out now to be top-of-mind. 
• Current roster:
  • Rhythm: digital AOR
  • KWT Global: PR AOR
  • Kettle: creative AOR
  • ForwardPMX: media AOR