Tiffany & Co. hires new marketing DM (Score 49)

Sales lead: This hire will likely lead to increased ad spend, so get in touch now to offer ad space. 

• Tiffany & Company (T&C) brought in Hector Muelas as chief brand creative officer in September 2023.
• Muelas most recently served as global marketing & creative SVP of Expedia Group. 
• He also brings agency experience from his time at Creative Artists Agency and Wieden + Kennedy. 

Target demographic: Gen-Z/millennial women & gift-giving men

The company will likely:

• Review creative strategy
• Ramp ad spend up/launch an ad campaign
• Build out the agency roster

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

• YTD spend: T&C spent approximately $100.4k on national TV ads YTD, a significant increase from $20.3k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $1.2m in 2021 to $361k in 2022. 
• Ad location: It placed ads during programming such as The Rookie, Yellowstone, Perdona nuestros pecados, General Hospital, and Charmed. 

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

• YTD spend: T&C spent nearly $4.9m on digital display ads YTD, a 30% decrease from $7m spent in this channel during the same time period of 2022. 
• YTD data: 663m impressions via Instagram (44%), Facebook (38%), desktop display (10%), YouTube (5%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend fell slightly (6%) from $13m in 2021 to $12.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, nymag.com, and vogue.com. It placed 1% of these ads indirectly through an unknown channel onto sites such as youtube.com, marketwatch.com, nytimes.com, thepioneerwoman.com, and msj.com. 

Additional channel insights  

• Vivvix: T&C also invests in print & radio.
• Top podcasts sponsored: All Ears English Podcast, Brown Ambition, and Speak English with Tiffani Podcast. 

Agency analysis:

• Opportunity:  The recent DM hire may lead to T&C building out its agency roster. 
• Current roster:
  • Mindshare: media AOR