AIG brings in new marketing leader (Score 52)

Sales lead: This hire will likely lead to spend shifts and possible agency appointments. 

• American International Group (AIG) hired Ed Dandridge as EVP and chief marketing & communications officer, effective October 16th, 2023.
• This is Dandridge's second stint with the company as he served as chief marketing & communications officer of AIG's general insurance business from April 2018 to September 2020. 
• He is now responsible for global brand, marketing, and communications. 

Target demographic: Gen-X & millennials 

The company will likely:

• Revise marketing strategy
• Outsource some marketing duties to agency partners

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

• YTD spend: AIG spent close to $18.9k on national TV ads YTD, just 14% of the $135.6k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $38.1k in 2021 to $135.6k in 2022. 
• Ad programming: It placed ads during 2023 AIG Women's Open. 

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

• YTD spend: AIG spent about $251.5k on digital display ads YTD, a huge decrease from $4.9m spent in this channel during the same time period of 2022. 
• YTD data: 29.2m impressions via mobile display (33%), desktop display (28%), Instagram (19%), Facebook (16%), and YouTube (3%). 
• 2021-2022 spend: Full-year jumped from $2.5m in 2021 to $5.2m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as instagram.com, facebook.com, accuweather.com, nytimes.com, and groupon.com. It placed 4% of these ads through multiple indirect channels onto sites such as ebay.com, att.com, engadget.com, homefacts.com, and cbr.com. 

Additional channel insights  

• Vivvix: AIG also utilizes radio and print. 
• Top podcasts sponsored: On The Brink with Castle Island. 

Agency analysis:

• Opportunity: Get in touch with Dandridge now to be top-of-mind.
  • AIG does not currently work with any agencies to the best of my knowledge.