BFY Opps: KIND hires marketing chief amid spend declines (Score 55)

Sales lead: Contact the new CMO now for more information about his plans. 

• KIND appointed Osher Hoberman as CMO, effective August 2023. 
• Hoberman most recently served as business development & mergers/acquisitions VP at Mars. 
• He now leads all of KIND's marketing operations.

Target demographic: Millennials & Gen-Xers with a female skew

The company will likely:

• Return to higher spending levels
• Shift ad dollars around
• Review its current agency roster

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

• YTD spend: KIND spent nearly $5.9m on national TV ads YTD, down 20% from $7.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 36% from $13.6m in 2021 to $8.7m in 2022. 
• Ad programming: It placed ads during programming such as Murder, She Wrote, Two and a Half Men, Family Feud, NCIS, and Friends. 

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

• YTD spend: KIND spent approximately $2.5m on digital display ads YTD, just 37% of the $6.7m spent in this channel during the same time period of 2022. 
• YTD data: 330.2m impressions via Facebook (63%), Instagram (27%), YouTube (8%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend dropped 52% from $15.7m in 2021 to $7.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, nexusmods.com, and citationmachine.net. 

Additional channel insights  

• Vivvix: KIND also invests in local broadcast.
• Top podcasts sponsored: The Athletic Football Podcast and Disclosed: UFO Files. 

Agency analysis:

• Opportunity: CMO hires commonly lead to agency reviews, so get in touch now to secure top priority. 
• Current roster:
  • In-house: media
  • EssenceMediaCom: media AOR
  • The Escape Pod: social & experiential