Momvertising Opps: Publix promotes CEO, announces expansion plans(Score 31)

Sales lead: These DM shifts will likely affect the company's marketing strategy & agency roster. 

• Publix just announced Kevin Murphy will take over as CEO, effective January 1st, 2024.
  • Murphy joined the company in 1984 and worked his way up through the ranks to president in 2019.
  • John Goff has been promoted to president to replace Murphy.
• Publix also revealed it is expanding into new territories.
  • It has not disclosed specific details, but it currently has locations in FL, GA, AL, SC, TN, NC, and VA.

Target demographic: Primary shoppers/moms (Gen-X & millennial women)

The company will likely:

• Continue moving ad dollars from digital to TV
• Seek agency partners to help expand into new territories
• Ramp up promotional activity for new locations

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

• YTD spend: Publix spent about $1.4m on national TV ads YTD, a huge jump from $84.5k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $35.7k in 2021 to $317k in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, NBA Basketball, Tennis Classics, Marlins Live! Postgame, and Rays Live! Postgame. 

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

• YTD spend: Publix spent nearly $22m on digital display ads YTD, a 20% decrease from $27.4m spent in this channel during the same time period of 2022. 
• YTD data: 3b impressions via Facebook (60%), Instagram (16%), YouTube (16%), desktop display (6%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell by 24% from $39.2m in 2021 to $29.7m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, sun-sentinel.com, and orlandosentinel.com. It placed 3% of these ads through multiple indirect channels onto sites such as gainseville.com, jacksonville.com, tallahassee.com, news-journalonline.com, and palmbeachpost.com. 

Additional channel insights  

•  Publix also utilizes radio, OOH, print, and local broadcast. 
• Top podcasts sponsored: The Ramsey Show, SmartLess, The Clay Travis and Buck Sexton Show, The Survival Podcast, and Thrivetime Show| Business School without the BS. 

Agency analysis:

• Opportunity: The DM shifts may lead to agency reviews, so get in touch now to be top-of-mind. 
• Current roster:
  • 22squared: media & creative AOR
  • Matlock Advertising & Public Relations: multicultural AOR
  • Periscope: creative