Male Gen-Z, Millennial Opps: Jagermeister promotes CMO amid spend declines (Score 60)

Sales lead: This promotion could lead to spend shifts & agency reviews. 

• Jagermeister promoted Charles Littlefield to CMO, effective October 2023.
• Littlefield joined the company in 2018 as senior brand marketing director. 
• He was promoted to brand marketing VP in 2019.
• Littlefield now leads all of the company's marketing operations. 
• We told you about Jagermeister appointing Mother as its first global creative AOR earlier this year. 

Target demographic: Male millennials & Gen-Z (21+)

The company will likely:

• Ramp ad spend back up
• Experiment with new ad channels
• Conduct agency reviews

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

• YTD spend: Jagermeister spent around $2m on national TV ads YTD, just 32% of the $6.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 30% from $9.2m in 2021 to $6.4m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NHL Hockey, NHL on TNT Postgame, NHL on TNT Face Off, and SportsCenter With Scott Van Pelt. 

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

• YTD spend: Jagermeister spent about $965.8k on digital display ads YTD,  just 51% of the $1.9m spent in this channel during the same time period of 2022. 
• YTD data: 141.5m impressions via Instagram (64%), Facebook (15%), YouTube (9%), desktop display (8%), desktop video (2%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend equaled $2.9m in 2021 and $2.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, yahoo.com, and espn.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as pch.com, yahoo.com, buzzfeed.com, currently.att.yahoo.com, and sports.yahoo.com. 

Additional channel insights  

• Vivvix: Jagermeister also utilizes local broadcast. 

Agency analysis:

• Opportunity: Reach out to the recently promoted CMO now to be top-of-mind. 
• Current roster:
  • Mother: global creative AOR
  • Big Village: media AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.