Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Female Gen-X, Millennial Opps: The Wine Group brings in new marketing DM (Score 53)
Sales lead: This hire will directly impact the company's marketing strategy & agency roster.
- The Wine Group (TWG) selected Helen Kurtz as CMO in August 2023.
- Kurtz joined from Calavo Growers, where she served as GM and SVP.
- Prior to that, she was the CMO of Foster Farms.
- Kurtz is now responsible for all of TWG's marketing initiatives.
- TGW's top brands are Cupcake Vineyards, Franzia Boxed Wine, Dreaming Tree, Benziger, and Tribute.
Target demographic: Gen-X & millennial women
The company will likely:
- Try new marketing strategies
- Ramp digital ad spend back up
- Review the current agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TWG spent about $875.9k on digital display ads YTD, close to the $890.8k spent in this channel during the same time period of 2022.
- YTD data: 117.7m impressions via Instagram (43%), Facebook (37%), desktop video (14%), desktop display (6%), and mobile display (1%).
- 2021-2022 spend: Full-year spend plummeted from $5.6m in 2021 to $1.3m in 2022.
- Ad location: It placed 96% of these ads directly onto sites such as instagram.com, facebook.com, foxnews.com, usmagazine.com, and nypost.com. It placed 4% of these ads indirectly through Google AdX+AdSense onto sites such as travelandleisure.com, mercurynews.com, foxnews.com, msn.com, and washingtonpost.com.
Additional channel insights
- Vivvix: TWG also utilizes print.
Agency analysis:
- Opportunity: Contact the new CMO now to be top-of-mind.
- Current roster:
- Mekanism: creative AOR
- Double-Forte: PR
- Duncan Channon: digital
- In-house: media