Pet Parents Opps: Mars Petcare hires first-ever chief brand & experience officer (Score 56)

Sales lead: This hire will likely lead to spend & agency roster shifts. 

• Mars Petcare (MP) created a new position by hiring Najoh Tita-Reid as chief brand & experience officer.
• Tita-Reid most recently served as Logitech's CMO. 
• In this newly-created position, Tita-Reid is responsible for growth and improving the customer experience. 
• She does not officially begin until November 20th, 2023.

**We are unable to confirm Tita-Reid's email address until she officially begins. Please reach out to MP's other DMs for the time being.**

Target demographic: Millennial & Gen-X pet parents

The company will likely: 

• Review current agency relationships/seek additional assistance
• Shift ad dollars around 
• Focus on improving the customer experience

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

• Please click here to view our national TV spend chart for MP's top brands. 

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

• YTD spend: MP spent around $40.3m on digital display ads YTD, up from $33.7m spent in this channel during the same time period of 2022. 
• YTD data: 5.8b impressions via Facebook (52%), Instagram (34%), YouTube (10%), desktop display (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell from $59.9m in 2021 to $38.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, amazon.com, and food.com. 

**The above digital spend information includes all of MP's brands.**

Additional channel insights  

• Vivvix: MP also invests in print and local broadcast.
• Top podcasts sponsored: Conan O'Brien Needs A Friend, The Daily Beans, and What A Day. 

Agency analysis:

• Opportunity: Start working on your pitches so that you are ready to reach out once Tita-Reid officially starts in November. 
• Current roster:
  • EssenceMediaCom: media AOR
  • adam&eveDDB: creative AOR
  • Weber Shandwick: PR