Tag Archive for: actionable

CMOs to Watch in 2018

Agencies Take Note: 10 CMOs to Watch in 2018

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We’ve never minced words: CMO hires are the top trigger of agency new business opportunities, and in 2018, those opportunities will be even more plentiful. We’re seeing CMO tenure continuing to fall, and with unfavorable consumer spending trends persisting, marketers are under even greater pressure to perform or risk being replaced.

Here are 10 Chief Marketers that are going to have the toughest time this year (and thus, the greatest need for agency expertise):

1. Mark Crumpacker, CMO, Chipotle

Tenure: 9 Years

In the year 3267 we’ll hop to work in electric kangaroo pouches and business school textbooks will lead the chapter on “The Folly of Hubris” with Chipotle. Once untouchable, the chain continues to make mistake after mistake after mistake after mistake… you get where I’m going with this. Are they tanking on purpose for a #1 draft pick to use on their new CEO? Seriously, at this point it’s so bad you have to wonder if it’s intentional. 2018 is a make or break year for the NY Giants of the struggling fast casual sector.

2. Greg Revelle, CMO, Kohl’s

Tenure: ~1 Year

Kohl’s is still trying to sell stuff? In a giant physical store? Like most traditional retailers, they’ve struggled since the Great Recession to get customers in the door. But, consumers are more upbeat about the economy than they have been in almost 20 years, despite being maxed out. And, the department store sector did just have their strongest holiday season in several years. So, what do I know? Kohl’s and the other department stores will want to capitalize on this optimism the next few quarters before it pops.

3. Brandon Rhoten, CMO, Papa John’s

Tenure: 10 Months

Just when you thought a brand couldn’t commit a marketing fail worse than Pepsi did this year, Papa John’s said, “hold my beer.” Execs often blame poor sales on the weather or millennials, but not these guys. Known for stirring the pot, Founder John Schnatter shook his finger at the NFL protests. Predictably, a social media storm ensured and white supremacists even praised the comments. Yikes… Schnatter stepped down as CEO, leaving Rhoten, the self described Yoda of millennials, and COO and incoming CEO Steve Ritchie (who also blamed the NFL during the call, by the way)  to pick the pizza chain up off the floor and dust off the dirt. 5 second rule! We’re still good! Hopefully, Rhoten can summon enough Force power to lift Papa John’s out of the swamp.

4. Mark Censoprano, CMO, Signet Jewelers

Tenure: 8 Months

Those pesky millennials just won’t buy diamonds! Maybe they’re spending all of their money on avocado toast. Or, maybe, just maybe, they don’t have the money to spend on overpriced gemstones and are waiting longer to get married. Whatever the reason, this is a disaster for all traditional jewelry sellers like Signet, which gets almost 70% of their revenue from diamond sales.

5. Aimee Lapic, CMO, Pandora Media

Tenure: 2 Months

Once the leader in Internet radio, Pandora figured out about 30 years too late to jump into the the streaming music space. Now, Spotify, Apple Music and all the others have a huge lead on acquiring new listeners. Look for the legacy brand to blast some LL Cool J – “Don’t call it a comeback. We’ve been here for years.”

6. Carla Hassan, CMO, Toys R Us

Tenure: ~1 Year

Long gone are the days when parents dumped their kids for an hour at the Super Nintendo station while they competed in the Christmas Royal Rumble for Tickle Me Elmo. Today, they can leave their kids in front of the TV at home while they buy gifts on Amazon. The end is nigh for bankrupt Toys R US, but they’re not going gently into that good night.

7. Debo Mukherjee, CMO, Flowers Foods

Tenure: 4 months

Battling flat bread sales, Flowers Foods is pivoting to a consumer direct strategy to reach Derek Doback and all the other carb haters switching bread out for butter coffee. Hopefully, rising organic bread sales can turn the tide. Keep a close eye on Dave’s Killer Bread in 2018 and 2019.

8. Kumar Galhotra, CMO, Ford

Tenure: 4 months (but he’s been with Ford since 1988)

Carmakers are in trouble, and Ford is particularly vulnerable because so much of their revenuecomes from SUVs and the expensive line of gas guzzling F-Series trucks. Once gas prices rise and/or credit runs out, forcing consumers to cut back even further, Ford will be stuck leaning on their more affordable compacts and sedans that fewer and fewer people want, along with a beer cooler that doubles as a gas-electric F150.

9. Bozoma Saint John, Chief Brand Officer, Uber

Tenure: 7 Months

Unlike Chipotle, Uber can commit one PR blunder after another after another after another after another after another after another and still bring in a ton of revenue. Goes to show you how much customers will overlook behind-the-scenes issues for a $10 cab ride home from the bar that won’t make them car sick. However, even Uber knows their love-hate brand image leaves them exposed to the myriad competitors that appear at least halfway decent to the public. Enter Saint John and some fun millennial friendly lifestyle marketing to come.

10. Greg Lyons, CMO, PepsiCo North American Beverages

Tenure: 1 Year (but he’s been with PepsiCo and FritoLay since the 90s)

We won’t speak of the Kendall Jenner ad incident again, but, wow…. Clearly out-of-touch with what’s going on in the real world and already struggling enough to sell sugar water, Pepsi has a rough road ahead. No, handing their detractors a Pepsi won’t solve everything.

There’s more where that came from

You might be wondering, how do we know which CMOs might be looking for agency partners? Where can you get more opportunities like this?

Our predictive sales intelligence publication, WinmoEdge, takes a range of predictive indicators into account to create our Vulnerable Account Index (VAI) – a compilation of brands most vulnerable to an agency review.

If you’re interested in pitching clients with a need for your services (and the budget to hire you), don’t miss out. Request a trial of Winmo today!

 

Decision Maker making moves

Track Decision Makers On the Move : 11/27 Recap

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Decision maker shifts are a tried and true signal of new business opportunities for media/marketing sales professionals.

Winmo’s research analysts have found that personnel movement, especially new hires and first-time chief marketing officers, are the number one predictive indicators that agency changes, media spending shifts and new martech investments will occur.

To help you strike while the iron is hot, we’ve compiled this list of top decision makers on the move from last week. Pro Tip: Keep in mind that when fresh talent takes the reigns, they tend to evaluate current efforts and start making changes within a three to 12 month window. Keep track of these shifts and start engaging new decision makers right away, you have a major advantage to secure new work and revenue ahead of your competition.

Want the emails and phone numbers for these decision makers? Find them in Winmo. Start your free trial today!

  • Dollar General Corporation, headquartered in Goodlettsville, TN, has named Rob Scruggs to the newly-created position of chief digital and customer engagement officer.
  • Parkmobile, Atlanta-based parking reservation app, recently hired marketing veteran Jeff Perkins as their new CMO, replacing Nico du Plessis.
  • John Hancock, with headquarters in Boston, MA, has hired Anne McNally as corporate communications head.
  • CheapOair, headquartered in New York City, has handed its marketing duties to VP of branding Kathi Moore for the time being, following the departure of Brijen Rajput in October.
  • HelloFresh, with headquarters in New York City, has hired Nicole Messier-Marino as North American head of communications.
  • Coursera, the online education company based in Mountain View, CA, has undergone a reorganization after Jeff Maggioncalda joined as CEO this summer. For starters, company’s first CMO Kurt Apen has left, along with COO Lila Ibrahim; CFO John Madigan; general counsel David Liu; and chief product officer Tom Willerer.
  • Tanimura & Antle, headquartered in Salinas, CA, has added Kyla Oberman as director of marketing to manage T&A’s brand identity, marketing and communications programs.
  • Arby’s Restaurant Group, based in Atlanta, recently promoted company veteran Jim Taylor to CMO, after announcing the acquisition of casual dining wing-slinger Buffalo Wild Wings.
  • CO-based Aspen Skiing Company has promoted Christian Knapp to CMO from his previous post as marketing VP, as part of a larger management restructuring.
  • TOMS Shoes, headquartered in Los Angeles, CA, is on the hunt for a brand marketing VP, not long after Bill Bettencourt was hired as CMO and GM following the departure of CMO Susy Korb this spring.
  • Lands’ End, with headquarters in Dodgeville, WI, has added Gill Hong as chief merchandising officer and head of international and Sarah Rasmusen as e-commerce SVP.
  • Everything But The House, headquartered in Cincinnati, OH, has recently hired omnichannel marketing veteran Adam Weber as their new CMO.

Looking for a way to keep track of decision makers on the move at top advertisers, agencies and even entire industries? If you’re a Winmo customer, you can set up alerts to get push notifications about these changes in real time.

Not using Winmo? Start your trial today to let Winmo do the heavy lifting for you!

Generate Sales Leads by Tracking Accounts on the Move: 11/27 Recap

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Nobody likes to lose. To be more specific, nobody likes to lose business. So, how do you keep that loss at a minimum?

Whether you’re in ad sales, sponsorship or agency new business, following the latest agency shifts can keep your loss low by staying ahead of the competition.

For starters, ad and sponsorship sellers who keep track of agency shifts can use that knowledge to maintain relationships with media decision makers, knowing when they have lost or won an account, and using that information to secure new revenue. While agency new business can keep track of these shifts to gain a competitive advantage.

So, to help you turn their loss into your gain, we have compiled a list of our top ‘Accounts on the Move’ for the past week.

Want to learn more about each of these agency shifts? Start your free trial of Winmo today!

  • New Belgium Brewing Company, headquartered in Fort Collins, CO, has chosen Erich and Kallman as strategy, creative and package design AOR for its Fat Tire and Dayblazer brands.
  • Nebraska Tourism Commission held a review and three agencies – all based in Denver – were chosen: Vladimir Jones, advertising and media; Miles Partnership, publishing and multimedia content; and Turner of Denver, public relations and social media.
  • All Nippon Airways, Japanese airline with US headquarters in Torrance, CA, has hired WPP’s Y&R New York as its first US creative AOR. This expands Nippon’s relationship with WPP, since WPP’s Hill + Knowlton currently handles PR.
  • Panda Restaurant Group, based in Rosemead, CA, has reportedly begun a creative advertising review, inviting four-year incumbent Bailey Lauerman & Associates to participate.
  • Profeta Farms, an organic farm and market in Readington, NJ, has named R&J Strategic Communications as their new AOR to handle traditional and digital media platforms.
  • FGF Brands‘ Stonefire Flatbreads, headquartered in Concord, ON, has hired Curiosity Advertising as their new AOR, responsible for creative, strategic development and media planning and buying.
  • 2K Games, based in Novato, CA, just announced Butler, Shine, Stern & Partners (BSSP) as their new integrated marketing AOR. This comes after launching a new campaign from incumbent and creative lead since 2014, MDC’s CP+B, LA, to promote NBA 2K18.

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