Millennial, Gen-X Parents Opps: Academy Sports appoints customer analytics AOR (Score 28)
Jan 12, 2024

Sales lead: Get in touch to see if you can offer ad space or pick up other agency duties.  Academy Sports & Outdoors appointed Acadia as its customer analytics AOR. Acadia is responsible for improving Academy's use of data and analytics. Academy's DMs hope this helps it resonate with existing customers.  Target demographic: Gen-X & millennial parents  The company will likely: Target existing customers more directly Make additional agency changes Continue increasing...

Gen-X, Millennial Opps: Allbirds promotes top marketer as it increases digital spend (Score 69)
Jan 12, 2024

Sales lead: This promotion will directly impact the company's ad spend & agency roster.  Allbirds promoted Kelly Olmstead to CMO in December 2023. Olmstead joined the company in July 2023 as SVP. Before that, she was Hanna Andersson's CMO. We told you about Allbirds' new PR AOR in August.  Target demographic: Millennials & Gen-Xers  The company will likely: Keep ramping up digital spend Try different marketing channels Build out its agency roster Broadcast i...

Millennial, Gen-X Opps: OOFOS taps creative AOR amid spend increases (Score 26)
Jan 12, 2024

Sales lead: This appointment will likely lead to increased ad spend & more agency changes.  OOFOS named Callen creative AOR in January 2024. The agency is tasked with leading traditional campaigns, culture integration, and experiential activations.  This replaces Rain the Growth Agency, which picked up the business in 2019.  Target demographic: Millennials & Gen-Xers The company will likely: Launch a campaign Utilize more experiential marketing in the future Seek a...

Male Gen-X, Millennial Opps: Pure Archery appoints AOR (Score 49)
Jan 12, 2024

Sales lead: Get in touch to offer ad space & inquire about other agency duties.  Pure Archery (PA) selected Idea Ranch as AOR in January 2024. The remit includes PA's Bowtech, Black Gold, and Excalibur brands.  The agency will handle PR, content development, influencer/ambassador management, campaigns, and consumer activations.  Target demographic: Male Gen-X & millennial hunting enthusiasts The company will likely: Seek additional agency assistance Launch an ad camp...

Digital B2B Opps: VMware's CMO departs (Score 40)
Jan 12, 2024

Sales lead: Keep an eye on this company because a CMO hire will affect its marketing strategy & agency roster.  VMware lost its CMO, Laura Heisman, in January 2024. Heisman departed for Dynatrace, where she holds the same title. During her tenure, Heisman led all marketing duties such as corporate, brand, customer, product, field, digital, and demand.  Shashi Kiran joined VMware as marketing VP in August 2023. He appears to be the company's top marketer at this ...

Digital B2B Opps: Dynatrace selects new top marketer amid spend declines (Score 50)
Jan 12, 2024

Sales lead: Reach out now to offer ad space & agency services.  Dynatrace hired Laura Heisman as CMO, effective January 2024. Heisman most recently served as CMO of VMware. She now leads all of Dynatrace's marketing operations. Target demographic: Businesses  The company will likely: Return to 2021 spending levels Experiment with new marketing channels Seek agency assistance Digital and social insights (digital ad spend, effectiveness, impressions, and perform...

Hallmark cuts CMO position amid cutbacks (Score 46)
Jan 11, 2024

Sales lead: Get in touch to offer high-ROI ad space & to see if it needs agency assistance as it restructures.  Hallmark announced multiple executive layoffs as it undergoes cutbacks. This includes the company's CMO, Lara Richardson. The company is reorganizing its leadership structure, but it has not disclosed who will lead marketing.  We will be sure to update you once more information is available. Target demographic: Gen-X & millennial women The company will likely: ...

Male Gen-X, Millennial Opps: MGM Resorts appoints creative AOR (Score 25)
Jan 11, 2024

Sales lead: Get in touch now to offer ad space & to see if MGM needs any other agency help.  MGM Resorts International tapped Mischief @ No Fixed Address as creative AOR in January 2024. The agency is responsible for all of MGM's brands besides BetMGM. This replaces McCann, which won the account in 2015.  Target demographic: Millennial & Gen-Xers with a male skew The company will likely: Increase ad spend Launch a campaign/release fresh creative work Make additiona...

Digital B2B Opps: Cyware appoints marketing chief amid spend declines (Score 49)
Jan 11, 2024

Sales lead: This hire will likely lead to agency shifts and spend increases.  Cyware selected Alex Bender as CMO, effective January 2024. Bender joins from Invicti Security, where he held the same title. He is responsible for brand, product marketing, demand generation, events, and corporate communications. Target demographic: Businesses & government agencies The company will likely: Return to 2021 spending levels Diversify ad placement Hire additional agency assis...

Gen-X, Millennial Opps: Sonny's BBQ picks up new AOR (Score 23)
Jan 10, 2024

Sales lead: Reach out to offer ad space & other agency services.  Sonny's BBQ appointed Dunn&Co media and creative AOR in January 2024. The agency will handle brand strategy, campaigns, digital design, media, and franchise support. Target demographic: Gen-Xers & millennials The company will likely: Revise media strategy/try new marketing channels Increase ad spend/launch an ad campaign Seek additional agency assistance Digital and social insights (digital ad spe...