Male Millennial, Gen-X Opps: Delta Air Lines hires marketing chief (Score 52)

Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 

• Delta Air Lines hired Alicia Tillman as CMO, effective June 2023.
• Tillman is responsible for brand strategy, marketing, creative, and community engagement. 
• She will also serve on Delta's leadership team. 
• Tillman joins from Capitolis, where she served as CRO.

**We are unable to confirm Tillman's email address until she officially begins.**

Target demographic: Gen-Xers & millennials with a male skew

The company will likely:

• Experiment with new ad channels
• Stabilize ad spend 
• Review the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Delta spent around $315.2k on national TV ads YTD, a huge decrease from $70.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend skyrocketed from $3.5m in 2021 to $73m in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, Top Chef, NBA Basketball, Vanderpump Rules, and Below Deck Sailing Yacht.

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

• YTD spend: Delta spent nearly $9.8m on digital display ads YTD, a significant increase from $4.1m spent in this channel during the same time period of 2022. 
• YTD data: 1.3b impressions via Facebook (85%), Instagram (10%), desktop display (2%), mobile display (2%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend increased by 21% from $15.5m in 2021 to $18.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, kohls.com, and seahawks.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as forbes.com, arstechnica.com, kohls.com, epicurious.com, and gq.com. 

Additional channel insights  

• Vivvix: Delta also utilizes OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Side Hustle School, Wait Wait... Don't Tell Me!, The Bill Simmons Podcast, The Journal, and Throughline.

Agency analysis:

• Opportunity: Contact the new CMO once she starts to see if she plans on making any changes to Delta's roster.
• Current roster:
  • PHD: media buying & planning
  • Wieden + Kennedy: creative