Gen-Z, Gen-X Opps: Purdue University's marketing DM departs (Score 32)

Sales lead: Keep an eye on PU because a CMO hire will affect its marketing budget and agency roster. 

• Purdue University (PU) lost its EVP and chief marketing and communications officer, R. Ethan Braden, in November 2023.
• Braden departed for Texas A&M University, where he holds the same title.
• We will be sure to update you as soon as a replacement is announced.

Target demographic: High school upperclassmen (Gen-Z) & their Gen-X parents

Once it hires a new CMO, the university will likely:

• Keep ramping up ad spend
• Try new ad channels
• Review the current agency roster/seek additional help

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

• YTD spend: PU spent approximately $506.4k on national TV ads YTD, an 18% increase from $427.4k spent in this channel during the same time period of 2022.
• 2021-2022 spend: Full-year spend fell 25% from $732.1k in 2021 to $551.9m in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, College Football, 2023 Indianapolis 500, NASCAR Cup Series, and Auto Racing. 

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

• YTD spend: PU spent nearly $105m on digital display ads YTD, more than double the $48.9m spent in this channel during the same time period of 2022. 
• YTD data: 9.7b impressions via YouTube (70%), Instagram (13%), Facebook (10%), desktop display (3%), desktop video (3%), and mobile display (1%).
• 2021-2022 spend: Full-year spend jumped 31% from $51.1m in 2021 to $67m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, brainly.com, and yahoo.com. It placed 2% of these ads indirectly through Display & Video 360 onto sites such as yahoo.com, quora.com, usnews.com, chron.com, and espnc.com. 

Additional channel insights  

• Vivvix: PU also utilizes OOH, print, radio, and local broadcast.
• Top podcasts sponsored: Stuff You Should Know, Up First, The Herd with Colin Cowherd, Fake Doctors, Real Friends with Zach and Donald, and Joel Osteen Podcast. 

Agency analysis:

• Opportunity: Start working on your pitches so that you can reach out as soon as a replacement is announced. 
• Current roster:
  • Arnold Worldwide: creative AOR