Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Gen-X, Millennial Opps: ACLU promotes top marketer amid spend increases (Score 44)
Sales lead: This will affect the organization's ad spend & could lead to agency hires.
- The American Civil Liberties Union (ACLU) promoted Kriston McIntosh to chief communications & marketing officer in September 2023.
- McIntosh joined the organization a year ago as deputy chief communications officer.
- She also brings agency experience from her time with Hamilton Place Strategies and Edelman.
- McIntosh now leads the brand studio, media relations, marketing, digital engagement, internal communications, and external engagement.
Target demographic: Gen-Xers & millennials
The organization will likely:
- Continue increasing ad spend
- Invest in new ad channels
- Outsource some marketing duties to agency partner
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: ACLU spent approximately $6.8m on national TV ads YTD, a massive jump from $84.4k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend skyrocketed from $21k in 2021 to $2m in 2022.
- Ad programming: It placed ads during programming such as Alex Wagner Tonight, All In With Chris Hayes, Tennis Classics, Deadline: White House, and AVP Pro Beach Volleyball Tour.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: ACLU spent almost $21.5m on digital display ads YTD, a huge increase from $8.6m spent in this channel during the same time period of 2022.
- YTD data: 3.2b impressions via Facebook (79%), Instagram (18%), and YouTube (3%).
- 2021-2022 spend: Full-year spend fell slightly (8%) from $18m in 2021 to $16.5m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.
Additional channel insights
- Vivvix: ACLU also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: Pod Save the World.
Agency analysis:
- Opportunity: Contact McIntosh now to be top-of-mind.
- It does not currently work with any agencies to the best of my knowledge.