Gen-Z, Millennial Opps: Puma moves marketing operations to Germany following CBO departure (Score 50)

Sales lead: Reach out to the company's US-based DMs for more information. 

• Puma recently lost its global chief brand officer Adam Petrick.
• Petrick is now the CMO of SharkNinja. 
• Puma's DMs decided to restructure its marketing leadership team following Petrick's departure.
• The company's global marketing organization is now run from its headquarters in Germany. 

Target demographic: Gen-Zers & millennials 

The company will likely:

• Revise marketing strategy
• Keep shifting ad dollars from digital channels to TV
• Make agency changes

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

• YTD spend: Puma spent almost $2.2m on national TV ads YTD, a huge increase from $233k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell slightly (9%) from $257.6k in 2021 to $233.2k in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, The Basketball Tournament, WNBA Basketball, PGA Tour Golf, and NBA Countdown. 

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

• YTD spend: Puma spent approximately $21.2m on digital display ads YTD, a 30% decrease from $30.1m spent in this channel during the same time period of 2022. 
• YTD data: 2.6b impressions via Instagram (34%), Facebook (30%), YouTube (29%), desktop display (4%), desktop video (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend jumped 90% from $16.7m in 2021 to $31.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitch.tv, and mindbodygreen.com. It placed 1% of these ads indirectly through Google AdX+AdSense and Criteo onto sites such as ebay.com, youtube.com, football.fantasysports.yahoo.com, yahoo.com, and complex.com. 

Additional channel insights  

• Puma also utilizes OOH, print, and local broadcast. 
• Top podcasts sponsored: The Fighter & The Kid, The MeatEater Podcast, The Art of Manliness, The Rachel Hollis Podcast, and The Pat Kenny Show Highlights. 

Agency analysis:

• Opportunity: The leadership restructure may affect Puma's agency roster, so get in touch to be top-of-mind. 
• Current roster:
  • McKinney: creative 
  • Berk Communications: PR AOR
  • Talon America: digital AOR
  • Havas Media Group: media AOR