Millennial Digital Opps: Mercury Financial hires CMO (Score 59)

Sales lead: Reach out now to offer ad space & agency assistance. 

• Mercury Financial (MF) hired Colin McCracken as CMO, effective August 2023.
• McCracken most recently served as CMO of Snap Finance. 
• He is now responsible for building brand awareness and all other marketing duties.

Target demographic: Millennials

The company will likely:

• Significantly increase ad spend
• Diversify digital ad placement
• Seek agency assistance

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

• YTD spend: MF spent about $3k on digital display ads YTD, up from $1.6k spent in this channel during the same time period of 2022. 
• YTD data: 438.3k impressions via Instagram (98%) and Facebook (2%). 
• 2021-2022 spend: Full-year spend totaled $1.7k in 2022.
  • It did not allocate any budget toward this channel in 2021. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency appointments, so get in touch now to secure top priority. 
  • MF does not currently work with any agencies to the best of my knowledge. 

Insight Sources: Digital spend insights estimated by Pathmatics.