Male Gen-X, Millennial Opps: Lincoln promotes top marketer (Score 50)

Sales lead: This promotion will affect the brand's ad spend & agency roster. 

• Lincoln promoted Heidi Shaffer to NA director, the brand's top marketing position. 
• Shaffer most recently served as GM of Lincoln's parent company, Ford. 
• She is now responsible for marketing, sales, & service. 

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

The brand will likely:

• Continue moving ad dollars from TV to digital
• Review the current agency roster
• Experiment with new ad channels

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

• YTD spend: Lincoln spent almost $4.3m on national TV ads YTD, a huge decrease from $28m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $126m in 2021 to $41m in 2022. 
• Ad programming: It placed ads during programming such as The ReidOut, The Big Bang Theory, Jeopardy!, The Curse of Oak Island, and 2023 U.S. Open Golf Championship. 

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

• YTD spend: Lincoln spent approximately $6.4m on digital display ads YTD, a 68% increase from $3.8m spent in this channel during the same time period of 2022. 
• YTD data: 961.7m impressions via desktop display (34%), YouTube (20%), Facebook (20%), Instagram (16%), desktop video (7%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell 50% from $12.8m in 2021 to $6.4m in 2022. 
• Ad location: It placed 79% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and reddit.com. It placed 29% of these ads through multiple indirect channels onto sites such as yahoo.com, engadget.com, politico.com, caranddriver.com, and usatoday.com. 

Additional channel insights  

• Vivvix: Lincoln also invests in local broadcast. 

Agency analysis:

• Opportunity: Contact Shaffer now to be top-of-mind.
• Current roster:
  • SoCi: creative & digital AOR
  • Hudson Rouge: creative & media planning
  • Laundry Service: social
  • Zubi Advertising: multicultural