Gen-Z, Millennial Opps: Champion brings in new top marketer amid YTD spend decreases (Score 53)

Sales lead: Contact the new CMO for more details about his plans.

Champion hired Richard Mcleod VP & CMO, effective December 2023.
Mcleod joins from Canada Goose where he served as brand SVP.
In his new role, Mcleod will lead global brand strategy and omni-channel brand positioning.

Target demographic: Gen-Z & millennials

The brand will likely:

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

YTD spend: Champion spent approximately $65.8k on national TV ads YTD, a huge decrease from $2.4m spent in this channel during the same time period of 2022.
2021-2022 spend: Full-year spend skyrocketed from $8.7k in 2021 to $2.6m in 2022.
Ad programming: It placed ads during programming such as Premier Lacrosse League, 37 Words, SEC Storied, and To Be Announced.

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

YTD spend: Champion spent about $1m on digital display ads YTD, just 27% of the $3.7m spent in this channel during the same time period of 2022.
YTD data: 102.9m impressions via YouTube (60%), Instagram (22%), and Facebook (18%).
2021-2022 spend: Full-year spend plummeted from $16.7m in 2021 to $3.8m in 2022.
Ad location: It placed 100% of these ads directly onto youtube.com, instagram.com, and facebook.com.

Additional channel insights

Agency analysis:

Opportunity: CMO hires are the number one sign of upcoming agency reviews.
Current roster:
- Energy BBDO: creative AOR
- Spark Foundry: media buying & planning
- Elevate: digital

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