Millennial, Gen-X Opps: California Avocado Commission reorganizes leadership structure (Score 51)

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

• California Avocado Commission (CAC) just lost its president & CEO, Jeff Oberman.
• The organization named Ken Melban and Terry Splane co-executive leaders to replace Oberman. 
• Melban has been with CAC since 2011 as industry affairs and operations VP.
• Splane joined the organization in March 2023 as marketing VP. 
• CAC also hired Lori Small as marketing manager in October 2023.

Target demographic: Millennials & Gen-Xers

The organization will likely:

• Ramp up ad spend
• Try new ad channels
• Review agency roster

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

• YTD spend: CAC spent around $630.3k on digital display ads YTD, just 24% of the $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 58.3m impressions via YouTube (70%), Facebook (25%), and Instagram (4%). 
• 2021-2022 spend: Full-year spend jumped from $522k in 2021 to $2.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

Additional channel insights  

• CAC also invests in OOH. 

Agency analysis:

• Opportunity: Get in touch to see if you can pick up some of CAC's business. 
• Current roster:
  • MullenLowe U.S. Los Angeles: creative AOR
  • Mediahub Global Los Angeles: media, digital, creative, & social AOR
  • Golin: PR

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