Mediahub Global Boston | Agency Profile, Contacts, AOR, Client Relationships

• Kaplan will now lead Pluto's growth, brand, content, and partnership marketing functions.
• Before her most recent position as an operating partner at TCG, Kaplan was the CMO at Headspace.
• She brings similar marketing expertise from several roles at Hulu, where she was most recently the growth marketing VP, leading marketing across the full subscriber lifestyle.
  • This included lifecycle, media, acquisition, partner, and product marketing.
• The brand will likely:
  • Shift strategy
  • Keep increasing spend
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials with a male skew

Additional recent leadership shifts:

• Pluto also named Kevin Flood as its growth marketing director in February 2023.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Pluto has allocated roughly $12m on digital ads, already 30% more than the roughly $9.2m allocated in all of 2022.
  • Last year: In 2022, the brand spent around $9.2m on this channel, almost 5x when it spent around $1.9m in 2021.
  • 2023 ad programming: Pluto's 2023 commercials have targeted millennial men watching shows such as NFL Football, College Basketball, The Neighborhood, Young Sheldon, and Survivor.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has spent approximately $3.1m on digital ads YTD, up 72% from the approximately $1.8m spent by this point last year.
  • YTD data: Since the beginning of 2023, Pluto has earned ~344.8m digital impressions via Facebook (30%), YouTube (27%), Instagram (24%), desktop display (12%), mobile display (4%), desktop video (2%), and Twitter (1%) ads.
  • Last year: In 2022, the channel's estimated full-year spend increased just slightly to $7.1m from that of $7m in 2021.
• Additional channel insights  
  • The brand utilizes local broadcast, digital, print (national newspapers), radio, OOH, Google Ads, Facebook, Instagram, TikTok, Twitter, and online video (primarily via Youtube.com) ads.
  • Pluto holds planning conversations in Q2 and buying conversations in Q1.
  • It sponsors podcasts such as Conan O'Brien Needs A Friend, Stuff They Don't Want You To Know, The Dan Le Batard Show with Stugotz, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, and the Adam Carolla Show.
  • As you can tell from the video above, Pluto works with influencers such as Drew Barrymore.

Additional agency insights:

• Opportunity: Get on Kaplan's radar soon in case her hire leads to agency reviews.
• Current agency roster:
  • ​​​​​​​: Creative, digital, and social AOR
  • : Creative AOR
  • : Media AOR
  • : PR AOR

Insight Sources: Broadcast insights estimated by .