DEPT | Agency Profile, Contacts, AOR, Client Relationships

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Male Gen-Z, Millennial Media Opps: Destination XL appoints marketing chief amid spend increases (Score 55)

Sales lead: Reach out to the new CMO now to start pitching your services. 

• Destination XL (DXL) named James Reath CMO, effective September 2022. 
• Reath most recently served as Bed Bath & Beyond's marketing SVP.
• As DXL's CMO, Reath will handle marketing strategy, brand, consumer, creative, media, CRM, and eCommerce. 

DXL's target demographic: Gen-Z & millennial men 

The company is likely to:

• Review current agency partnerships
• Hire additional agency assistance
• Continue increasing digital spend

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

• YTD spend: DXL spent approximately $1.2m on digital display ads YTD, a huge increase from $161.6k spent in this channel during the same time period of 2021. 
• YTD data: 112.9m impressions via desktop video (49%), Facebook (36%), and Instagram (15%). 
• Last year: Full-year spend jumped from $122.7k in 2020 to $661.4k in 2021. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, and instagram.com. 

Additional channel insights:

• DXL also invests in OOH. 

Agency analysis: Start contacting the new CMO soon to secure top priority. 

• Current roster:
  • TAXI: creative
  • 3Q/DEPT: digital 
• I recommend offering complementary services such as media buying/planning, digital, social, and PR assistance. 

Insight Sources: Digital spend insights estimated by Kantar.