Sales lead: Get in touch to inquire about other agency opportunities & to offer ad space for the upcoming campaign.  Etsy has completed the review we told you about in April.  Orchard will now be taking care of Etsy's creative marketing.  The agency's first task is putting together a holiday campaign to launch this winter.  Target demographic: Gen-X & millennial women The company will likely: Review other agency relationships Continue moving ad dollars from digital t...

Sales lead: The recent hires will affect the company's marketing strategy & agency roster.  Casper hired Jeff Willard as chief growth & marketing officer in May 2023. Willard spent the past several years as president of Healthy Lifestyle Brands. He brings industry experience from his stint as Simmons Bedding's marketing EVP.  In the same month, Casper named Rebecca Traverzo media & activation VP. Traverzo handles media, digital marketing, data, and analytics. ...

Sales lead: Reach out to the new CMO for specific details regarding his plans.  Peter Millar (PM) appointed Kevin O'Connor as CMO in June 2023. O'Connor joins from Apple, where he was the global buzz marketing and sports strategy lead. He is now responsible for PM's marketing initiatives. Target demographic: Male millennials & Gen-Xers The company will likely: Continue increasing ad spend Experiment with different ad channels Seek agency assistance Broadcast i...

Below is a compilation of WinmoEdge's top decision makers on the move published during the previous week.  Why is it important to track decision makers? DM shifts, especially new hires and first-time CMOs, are the top new business trigger for agency changes, media spending shifts, and new martech investments. New DMs tend to evaluate changes in these areas and start making changes within a 3-12 month window.  All of our decision maker shift reports can also be accessed under “Industry A...

Below is a compilation of WinmoEdge's top accounts on the move published during the previous week. We usually publish these recaps every Monday to give you a one-stop, quick glance destination for our top account shifts.  This list can be accessed under “Accounts on the Move” or "Industry Analysis" once it moves off the front page of the site.  As ever, you can see a list of the Top 100 brands we believe will begin an agency review in the next 3-to-12 months on our Vulnerable Accoun...

Sales Lead: Constellation Brands concluded the review we reported earlier this year by naming Initiative as its US media AOR. The agency will initially focus on bolstering Constellation's media efforts with a strategy centered around media innovation. This shift replaces Horizon Media, which picked up the business in 2009. Horizon will continue supporting Constellation through the transition, and the change in AOR status will become official in October 2023. The company ...

Sales Lead: Tata Consumer Products selected Mohit Agarwal as the seemingly first CMO of its US business, effective April 2023. Agarwal was previously the senior brand director of Diageo's incubator brands. The company will likely: Shift strategy Bolster US ad spend Make forays into additional digital channels Seek new agency partners Target demographic:  A wide target demographic ranging from Gen-Z through Gen-X Additional spending insights: ...

Sales lead: The recent promotion & hires will affect the company's marketing strategy & agency roster. Calbee promoted Tim Bateman to chief commercial officer in April 2023. Bateman joined the company in 2021 as sales & marketing SVP. Calbee's flagship brand is Harvest Snaps.  Recent hires: Marlo Roquemore joined as digital marketing manager in September 2022. Joseph Gaite joined as brand manager in January 2023. Keanu Nahm joined as marketing director in April 2023. ...

Sales Lead: Mythical Games recently landed a Series C round led by Scytale Digital. So far, it has raised $37m; by the time the full round closes in a few months, Mythical expects to have raised another $20m-$30m. Thus far, Mythical has raised an estimated total of $297m in funding. The funding will support revenue-generating initiatives such as a new marketplace. Mythical will launch its new game, Nitro National World Tour, within the coming months; it kicked off NFT presale...