Gen-X, Millennial Opps: Merrell hires CMO amid spend declines (Score 53)

Sales lead: This hire will affect the brand's marketing strategy & agency roster. 

• Merrell tapped Pallav Tamaskar as CMO, effective November 2023.
• Tamaskar most recently served as EVP and managing director of Myprotein.
• In his new role, Tamaskar will handle campaigns, full-funnel media planning, and product collaborations.

Target demographic: Gen-Xers & millennials

The brand will likely:

• Ramp ad spend back up
• Experiment with new marketing strategies
• Review agency roster

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

• YTD spend: Merrell spent about $6.8m on digital display ads YTD, down 13% from $7.8m spent in this channel during the same time period of 2022. 
• YTD data: 898m impressions via Facebook (45%), Instagram (31%), YouTube (14%), desktop display (5%), desktop video (5%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend equaled $8.6m in 2021 and $8.5m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, drudgereport.com, and livestrong.com. It placed 4% of these ads through multiple indirect channels onto sites such as espn.com, ratemyprofessors.com, allure.com, vogue.com, and cntraveler.com. 

Additional channel insights  

• Vivvix: Merrell also utilizes OOH and print. 
• Top podcasts sponsored: Sal Vulcano & Joe De Rosa are Taste Buds, The Morning Rush, and Unprepared Casters. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency reviews.
• Current roster:
  • Havas Media Group: media AOR
  • Young & Laramore: creative
  • Havas Formula: digital & PR

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.