Female Gen-Z, Millennial Opps: David's Bridal restructures leadership following acquisition (Score 69)

Sales lead: Cook may increase ad spend or outsource some marketing duties now that she has more power over the budget.

• David's Bridal (DB) recently restructured its leadership team.
• Kelly Cook is now the president of brand, technology, and finance.
• She joined the company in 2019 as CMO.
• Cook is now responsible for marketing, technology, and finance. 

In other news:

• DB was acquired by Cion Investment Corp after it filed for Chapter 11 bankruptcy. 
• Cion invested $20m in DB so it could continue operations. 

Target demographic: Millennial & Gen-Z women

The company will likely:

• Keep increasing national TV spend
• Focus on high-ROI marketing channels
• Build out its agency roster

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

• YTD spend: DB spent approximately $3.2m on national TV ads YTD after not airing an ad during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $715.7k in 2022.
  • It did not allocate any budget toward this channel in 2021.
• Ad programming: It placed ads during programming such as NFL Football, Countdown to the Oscars, Friends, Las Vegas, and The Real Housewives of Potomac. 

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

• YTD spend: DB spent around $1.4m on digital display ads YTD, down from $3.9m spent in this channel during the same time period of 2022. 
• YTD data: 207.9m impressions via Facebook (77%), Instagram (20%), and YouTube (3%). 
• 2021-2022 spend: Full-year spend increased by 17% from $3.6m in 2021 to $4.2m 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: DB's also invests in local broadcast. 

Agency analysis:

• Opportunity: Cook's promotion may lead to agency hires, so get in touch now to be top-of-mind.
• Current roster:
  • In-house: media
  • Coyne: PR AOR