Nike prepares for CMO transition in 2024 (Score 57)

Sales lead: This transition will affect the company's marketing strategy & agency roster. 

• Nike announced that its EVP & CMO, Dirk-Jan van Hameren, is retiring in 2024.
• The company selected Nicole Graham as his replacement, effective January 2nd, 2024.
• Graham is a Nike veteran as she served in multiple marketing roles from 2004 to 2021.
• She left Nike in 2021 to co-found a creative agency called Adopt. 
• As CMO, Graham will lead Nike's global brand marketing team. 

**We can not confirm Graham's email address until she officially begins next year.**

Target demographic: Gen-Z & millennials with a male skew

The company will likely:

• Ramp ad spend back up
• Revise marketing strategy 
• Conduct agency reviews

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

• YTD spend: Nike spent nearly $11.3m on national TV ads YTD, just 37% of the $30.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 50% from $22.2m in 2021 to $33.2m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, WNBA Basketball, Track and Field, MLB Baseball, and College Football. 

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

• YTD spend: Nike spent approximately $75.6m on digital display ads YTD, a slight (2%) decrease from $77.1m spent in this channel during the same time period of 2022. 
• YTD data: 11b impressions via Instagram (43%), Facebook (33%), YouTube (12%), desktop display (9%), desktop video (1%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell by 27% from $122.2m in 2021 to $89.6m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, wellandgood.com, and livestrong.com. It placed 5% of these ads through multiple indirect channels onto sites such as zillow.com, espn.com, kmart.com, youtube.com, and youtube.com. 

Additional channel insights  

• Vivvix: Nike also invests in OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Joe Rogan Experience, Global News Podcast, The Herd with Colin Cowherd, The Glenn Beck Program, and Stories from NPR. 

Agency analysis:

• Opportunity: Nike will likely review its agency roster once the next CMO takes over in 2024. 
• Current roster:
  • Wieden + Kennedy: creative AOR
  • R/GA: digital AOR
  • PMG: media AOR