Millennial, Gen-X Opps: Amtrak hires EVP, CCO amid spend increases (Score 66)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

• Amtrak named Eliot Hamlisch EVP & CCO in September 2023.
• Hamlisch joins from AMC Theatres, where he served as EVP & CMO.
• He is now responsible for corporate marketing, sales, distribution, market research, and revenue management. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Continue ramping up ad spend
• Try new ad channels
• Review its agency roster

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

• YTD spend: Amtrak spent almost $35k on national TV ads YTD, up 85% from $18.9k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $4.7k in 2021 to $66k in 2022. 
• Ad programming: It placed ads during programming such as WNBA Basketball, PIX11 Morning News at 6am, PIX11 Morning News at 7am, and MLB Baseball. 

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

• YTD spend: Amtrak spent nearly $22.2m on digital display ads YTD, a huge increase from $5.6m spent in this channel during the same time period of 2022. 
• YTD data: 3.3b impressions via Facebook (53%), Instagram (43%), and YouTube (3%). 
• 2021-2022 spend: Full-year spend equaled $13.3m in 2021 and $12.4m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, drudgereport.com, and twitter.com. 

Additional channel insights  

• Vivvix: Amtrak also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: The Pat McAfee Show 2.0, The Brian Lehrer Show, State Daily Feed, Slate Culture, and Political Gabfest. 

Agency analysis:

• Opportunity: Contact the new CCO now to be top-of-mind. 
• Current roster:
  • Wunderman Thompson: digital AOR
  • VMLY&R: creative AOR
  • EssenceMediaCom: media AOR
  • Culture ONE World: multicultural