Sales lead: These hires will affect the company's marketing strategy & agency roster.  Christy Sports (CS) hired Danielle Quatrochi as CMO, effective October 2023. Quatrochi joins from Eventus Experiential, where she served as marketing & DTC strategic advisor. CS also named Pete LaBore CEO. LaBore previously served as COO of Reformation and Backcountry.com.  Target demographic: Gen-Xers & millennials The company will likely: Keep increasing dig...

Sales lead: Reach out ASAP to see if you can still participate in the creative review. Papa Johns (PJ) completed a portion of the review we told you about in August by naming Carat media AOR.  Havas Media, the incumbent media AOR, won the account in 2019.  The company is still searching for a new creative agency. Pile and Company is handling the review process for PJ. Target demographic: Gen-Xers & millennials with a male skew The company will likely: Continue review...

Sales lead: Keep an eye on this company because a CMO hire will likely lead to spend shifts & agency appointments.  Sophos lost its CMO of over 10 years, Matt Fairbanks, in October 2023. Fairbanks is now the CMO of Island.  We will be sure to update you as soon as a replacement is announced. Target demographic: Businesses that need cyber security services Once it hires a new CMO, the company will likely: Ramp ad spend back up Try new marketing channels Seek agency ...

Sales lead: Reach out to offer ad space & to inquire about other agency opportunities.  Curology picked up Territorial as its lead creative and strategy partner in November 2023. The agency is tasked with leading a product launch in 2024. It will also handle creative for Curology's existing products.  Target demographic: Female Gen-Zers & millennials The company will likely: Continue moving ad dollars from digital to TV Release fresh creative work/launch an ad campai...

Sales lead: This will affect the company's media strategy & could lead to more agency shifts.  Freshpet added another media agency to its roster, partnering with Empower in November 2023. This does not replace incumbent media AOR Cage Point. We told you about Freshpet's recent campaign in May.  Target demographic: Millennial & Gen-X pet parents The company will likely: Keep ramping up ad spend Revise media strategy Seek additional agency assistance Broadcast i...

Sales lead: Start reaching out to offer ad space & to inquire about other agency assignments.  SiriusXM tapped Uncommon as its creative AOR in November 2023. The agency is responsible for creating ad campaigns and leading a rebranding effort.  We told you about SiriusXM hiring its first-ever chief growth officer earlier this year.  Target demographic: Gen-X men The company will likely: Significantly increase ad spend Launch an ad campaign to promote the rebrand Bui...

Sales lead: Keep an eye on PU because a CMO hire will affect its marketing budget and agency roster.  Purdue University (PU) lost its EVP and chief marketing and communications officer, R. Ethan Braden, in November 2023. Braden departed for Texas A&M University, where he holds the same title. We will be sure to update you as soon as a replacement is announced. Target demographic: High school upperclassmen (Gen-Z) & their Gen-X parents Once it hires a new CMO, the university ...

Sales lead: Start reaching out to offer ad space & agency services.  Texas A&M University (TAMU) hired R. Ethan Braden as VP and chief marketing and communications officer.  Braden joins from Purdue University, where he held the same position.  He now leads all of TAMU's marketing and communications operations.  Target demographic: High school upperclassmen (Gen-Z) and their Gen-X parents The university will likely: Ramp up ad spend Experiment with new ad channels ...

Sales lead: Reach out to offer ad space & to inquire about other agency work.  Tractor Beverage (TB) picked up CBC as its PR AOR in October 2023. The agency is tasked with media relations, content creation, and paid media. We told you about TB's new social & influencer AOR, Movement Strategy, in August.  Target demographic: Gen-Zers & millennials The company will likely: Keep ramping up digital spend Increase promotional activity Keep building out its agency roster...

Sales lead: Reach out ASAP to compete in the review.  Barbie just announced it is reviewing its creative account.  I believe BBDO is the incumbent agency.  The brand is hoping to build on the success of last summer's movie.  Target demographic: Millennial parents The brand will likely: Release fresh creative work/launch an ad campaign once it completes the review Review other agency relationships Ramp up ad spend Broadcast insights (TV ad creative spend, effec...