Inspire Brands names CBO of all brands (Score 50)

Sales lead: This promotion will affect the company's marketing strategy & agency roster. 

• Inspire Brands (IB) promoted Scott Murphy to chief brand officer in November. 
• Murphy spent the past several years as beverage & snacking head and president of Dunkin'. 
• The brand presidents of Arby's, Buffalo Wild Wings, Dunkin’, Jimmy John's, Sonic, and Baskin-Robbins will all report to Murphy. 
• This is part of IB's broader corporate restructuring which divided the company between brands, commercial, and company restaurants. 

**We are still working to confirm Murphy's email address, so please reach out to IB's other DMs for the time being.**

Target demographic: Millennials & Gen-Zers

The company will likely:

• Shift ad dollars around
• Experiment with different marketing strategies
• Consolidate agency relationships 

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

• Please click here to view our national TV spend chart for IB. 

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

• YTD spend: IB spent about $157.4m on digital display ads YTD, down 10% from $174.6m spent in this channel during the same time period of 2022. 
• YTD data: 19b impressions via Facebook (45%), YouTube (27%), Instagram (21%), desktop video (5%), desktop display (1%), and mobile display (1%).  
• 2021-2022 spend: Full-year spend fell 25% from $245m in 2021 to $182.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and espn.com. 

Additional channel insights  

• IB also invests in radio, OOH, print, and local broadcast. 
• Top podcasts sponsored: Faith Adjacent and CNBC's "Last Call,"

Agency analysis:

• Opportunity: Contact the new CBO now to be top-of-mind. 
• Current roster:
  • Zenith Media: media AOR
  • MSLGroup: PR AOR