Gen-X, Millennial Opps: UPS creates new top marketing position (Score 60)

Sales lead: This DM shift will affect the company's ad spend & agency roster. 

• UPS announced its CMO Kevin Warren is stepping down.
• The company opted to promote Matt Guffey to the newly-created position of chief commercial & strategy officer, effective January 1st, 2024.  **We are still confirming Guffey's email at the time of publication, but will update Winmo as soon as we know more**
• Guffey is now responsible for revenue, product management, and marketing. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Keep moving ad dollars from digital to TV
• Try new marketing strategies
• Review agency roster

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

• YTD spend: UPS spent approximately $15.1m on national TV ads YTD, a significant increase from $5.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $261k in 2021 to $5.4m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, Good Morning America, America's Got Talent, American Idol, and The Masked Singer. 

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

• YTD spend: UPS spent nearly $29.2m on digital display ads YTD, a slight decrease (4%) from $30.5m spent in this channel during the same time period of 2022. 
• YTD data: 4.4b impressions via Facebook (64%), Instagram (23%), desktop display (5%), desktop video (4%), YouTube (3%), and mobile display (1%).
• 2021-2022 spend: Full-year spend dropped by 38% from $50.6m in 2021 to $31.6m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, sfgate.com, youtube.com, and yahoo.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, football.fantasysports.yahoo.com, politico.com, fandom.com, and zillow.com. 

Additional channel insights  

• UPS also invests in print, OOH, radio, and local broadcast. 
• Top podcasts sponsored: The Mindset Mentor. 

Agency analysis:

• Opportunity: Contact the recently promoted marketing DM now to see if he plans on making any changes to UPS's roster. 
• Current roster:
  • The Martin Agency: creative AOR
  • Initiative: media AOR
  • Material Plus: digital