Gen-X, Millennial Opps: ACLU promotes top marketer amid spend increases (Score 44)

Sales lead: This will affect the organization's ad spend & could lead to agency hires. 

• The American Civil Liberties Union (ACLU) promoted Kriston McIntosh to chief communications & marketing officer in September 2023.
• McIntosh joined the organization a year ago as deputy chief communications officer.
• She also brings agency experience from her time with Hamilton Place Strategies and Edelman.
• McIntosh now leads the brand studio, media relations, marketing, digital engagement, internal communications, and external engagement. 

Target demographic: Gen-Xers & millennials

The organization will likely:

• Continue increasing ad spend
• Invest in new ad channels 
• Outsource some marketing duties to agency partner

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

• YTD spend: ACLU spent approximately $6.8m on national TV ads YTD, a massive jump from $84.4k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend skyrocketed from $21k in 2021 to $2m in 2022. 
• Ad programming: It placed ads during programming such as Alex Wagner Tonight, All In With Chris Hayes, Tennis Classics, Deadline: White House, and AVP Pro Beach Volleyball Tour.  

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

• YTD spend: ACLU spent almost $21.5m on digital display ads YTD, a huge increase from $8.6m spent in this channel during the same time period of 2022. 
• YTD data: 3.2b impressions via Facebook (79%), Instagram (18%), and YouTube (3%). 
• 2021-2022 spend: Full-year spend fell slightly (8%) from $18m in 2021 to $16.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• Vivvix: ACLU also invests in OOH, print, radio, and local broadcast.
• Top podcasts sponsored: Pod Save the World. 

Agency analysis:

• Opportunity: Contact McIntosh now to be top-of-mind. 
  • It does not currently work with any agencies to the best of my knowledge.