Affluent Gen-X Opps: Michael Saunders & Company names CMO amid spend increases (Score 50)
Sales lead: Reach out to offer ad space & agency assistance. 
- Michael Saunders & Company (MSC) tapped Chanté Blough as CMO in August 2023.
- She joins from Compass, where she served as head of operations.
- Blough now leads all of MSC's marketing operations.
Target demographic: Gen-Xers seeking luxury property in Southwest FL
The company will likely:
- Keep increasing digital spend
- Diversify ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: MSC spent nearly $1.4m on digital display ads YTD, a significant increase from $557.4k spent in this channel during the same time period of 2022.
- YTD data: 30.8m impressions via desktop display (91%), mobile display (8%), and Facebook (1%).
- 2021-2022 spend: Full-year spend equaled $1.4m in 2021 and $1.3m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as marketwatch.com, wsj.com, mansionglobal.com, facebook.com, and bradenton.com.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- MSC does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
