Gen-X, Millennial Opps: American Signature taps CMO as it increases digital spend (Score 49)
Sales lead: Reach out to offer ad space & agency services. .png)
- American Signature (AS) appointed Kelly Routhier as CMO, effective October 2023.
- Routhier joins from Victoria's Secret, where she served as international marketing, creative services, and visual merchandising VP.
- She now leads all of AS's marketing operations.
Target demographic: Gen-Xers & millennials
The company will likely:
- Continue increasing digital spend
- Experiment with new ad channels
- Review the current agency roster/seek additional assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: AS spent about $2.6m on digital display ads YTD, a significant increase from $985.5k spent in this channel during the same time period of 2022.
- YTD data: 554.8m impressions via desktop display (76%), Instagram (12%), Facebook (10%), YouTube (1%), and mobile display (1%).
- 2021-2022 spend: Full-year spend dropped by 21% from $1.4m in 2021 to $1.1m in 2022.
- Ad location: It placed 55% of these ads through multiple indirect channels onto sites such as zillow.com, quora.com, littlethings.com, techytwist.com, and investorplace.com. It placed 45% of these ads directly onto sites such as instagram.com, facebook.com, wsbtv.com, marketwatch.com, and yahoo.com.
Agency analysis:
- Opportunity: Contact the new CMO now to be top-of-mind.
- AS does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
