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

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Male Gen-X, Millennial Update Opps: Bloomin' Brands promotes CMO (Score 24)

Update: Bloomin' Brands promoted Danielle Vona to VP and CMO, effective June 2021. Vona joined Bloomin' in 2019 as GVP and CMO of Outback Steakhouse. In her new role, Vona will manage brand strategy and implementation. She will also be responsible for consumer insights, brand marketing, food and beverage development and field marketing. Keep an eye on this company because this promotion could affect the marketing strategy and agency roster. 

Please refer to the article below for spend and targeting information.

Agency & martech readers-- Promoted CMOs are less likely to conduct agency reviews than new hires, but you should still reach out to Vona to be top-of-mind. To the best of my knowledge, the only agency you will face competition from is media buying and planning shop Mediahub Global Boston. 

The original article published on May 21:

Bloomin' Brands plans to start increasing digital spend. The company believes digital channels will allow it to simplify its marketing messaging which will make it more effective and provide a better ROI, per its Q1 earnings report. Bloomin's off-premise business flourished during the pandemic, as consumers opted to order takeout instead of dining in restaurants. Now, as things begin to return to normal, the company's goal is to retain as much of the off-premise business as possible, and it believes digital marketing will help. Bloomin' operates Outback Steakhouse, Carrabba's Italian Grill, Fleming's and Bonefish Grill. 

Please view our digital display, national TV and podcast spend chart here. All data comes from Pathmaitcs, iSpot and Magellan. 

Sellers-- Bloomin' mainly targets Gen-X and millennial men. It is shifting its marketing strategy to feature primarily digital ads, which indicates either it is targeting a slightly younger audience, or digital ads just provide a better ROI. So far this year, it increased digital spend for every brand but Bonefish Grill. Bloomin' also invests in OOH, print and local broadcast TV ads, per Kantar. Sellers should reach out offering digital ad space. 

Agency & martech readers-- Bloomin' works with Mediahub Global Boston on media buying and planning. I do not see any signs pointing to an imminent review. You will likely have better luck looking for work elsewhere.