Female Gen-X, Millennial Opps: The Wine Group brings in new marketing DM (Score 53)

Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 

• The Wine Group (TWG) selected Helen Kurtz as CMO in August 2023.
• Kurtz joined from Calavo Growers, where she served as GM and SVP.
• Prior to that, she was the CMO of Foster Farms.
• Kurtz is now responsible for all of TWG's marketing initiatives.
• TGW's top brands are Cupcake Vineyards, Franzia Boxed Wine, Dreaming Tree, Benziger, and Tribute. 

Target demographic: Gen-X & millennial women

The company will likely:

• Try new marketing strategies
• Ramp digital ad spend back up
• Review the current agency roster

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

• YTD spend: TWG spent about $875.9k on digital display ads YTD, close to the $890.8k spent in this channel during the same time period of 2022. 
• YTD data: 117.7m impressions via Instagram (43%), Facebook (37%), desktop video (14%), desktop display (6%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend plummeted from $5.6m in 2021 to $1.3m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as instagram.com, facebook.com, foxnews.com, usmagazine.com, and nypost.com. It placed 4% of these ads indirectly through Google AdX+AdSense onto sites such as travelandleisure.com, mercurynews.com, foxnews.com, msn.com, and washingtonpost.com. 

Additional channel insights  

• Vivvix: TWG also utilizes print.

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind. 
• Current roster:
  • Mekanism: creative AOR
  • Double-Forte: PR
  • Duncan Channon: digital
  • In-house: media