Male Gen-Z, Millennial Opps: Wingstop hires SVP, CGO amid digital spend increases (Score 64)

Sales lead: Reach out to offer digital ad space & agency services. 

• Wingstop appointed Anne Fischer as SVP & chief growth officer, effective July 2023.
  • Fischer most recently served as Papa John's CMO.
  • She is responsible for Wingstop's digital & marketing strategy.
• Wingstop also hired Matt Warren as media & digital marketing strategy VP in June 2023.
  • Warren joins from CAVA, where he served as digital strategy & customer engagement VP.
• We told you about Wingstop naming 72andSunny its lead creative partner in April.

**We are unable to confirm Warren's email address, so please reach out to Wingstop's other DMs.**

Target demographic: Male millennials & Gen-Z

The company will likely:

• Keep ramping up digital spend
• Experiment with different digital channels
• Make additional agency changes (creative appointment in April)

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

• YTD spend: Wingstop spent approximately $14.8m on national TV ads YTD, a slight (4%) decrease from $15.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped by 25% from $29.7m in 2021 to $37.2m in 2022. 
• Ad programming: It placed ads during programming such as NBA All-Star Game, NCAA Basketball Tournament, NBA Countdown, WWE Monday Night RAW, and 2023 Concacaf Gold Cup. 

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

• YTD spend: Wingstop spent nearly $14.3m on digital display ads YTD, a 36% increase from $10.5m spent in this channel during the same time period of 2022. 
• YTD data: 1.9b impressions via Facebook (55%), Instagram (33%), desktop video (5%), Twitter (3%), YouTube (2%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 6% from $20.3m in 2021 to $21.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, twitch.tv, and youtube.com. 

Additional channel insights  

• Vivvix: Wingstop also utilizes OOH, radio, and local broadcast. 
  • It holds media planning discussions in Q2, and it buys during Q1. 

Agency analysis:

• Opportunity: I advise readers to offer digital assistance as soon as possible. 
• Current roster:
  • Starcom Worldwide: media AOR
  • MSLGroup: PR AOR
  • 72andSunny: creative AOR