Millennial, Gen-X Opps: Philadephia Museum of Art hires CMO amid spend increases (Score 49)

Sales lead: This hire will directly impact the museum's agency roster & marketing strategy. 

• Philadelphia Museum of Art (PMA) appointed Paul Dien as CMO, effective September 2023.
• Dien joins from Grammy Museum where he served as advancement & partnerships VP. 
• He now leads all of PMA's marketing initiatives. 

Target demographic: Millennial & Gen-X tourists

The museum will likely:

• Continue increasing digital ad spend
• Experiment with new marketing tactics
• Review the current agency roster

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

• YTD spend: PMA spent around $381.3k on digital display ads YTD, a significant increase from $97.1k spent in this channel during the same time period of 2022. 
• YTD data: 56.7m impressions via Facebook (67%) and Instagram (33%). 
• 2021-2022 spend: Full-year spend increased by 39% from $141k in 2021 to $196.4k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Vivvix: PMA also invests in OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: Contact the new CMO now to see if he plans on making any changes to the museum's roster. 
• Current roster:
  • Brownstein Group: creative & digital
  • LaPlaca Cohen Advertising: media buying & planning

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.