B2B & Millennial Opps: Harman promotes top marketer (Score 71)

Sales Lead: Chris Epple became Harman's Americas (North, South, and Central) marketing VP in March 2023.

• Epple joined Harman in November 2017 as the marketing VP of its NA consumer, pro, and car audio businesses.
• The brand will likely:
  • Shift strategy
  • Continue increasing spend
  • Conduct agency reviews
• Target demographic: 
  • ​​​​​​​​​​​​​​Businesses, particularly automakers and enterprise customers
  • Millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far in 2022, Harman has spent approximately $3m on digital ads, 50% more than the approximately $2m spent by this point last year.
  • YTD data: The brand has earned around 429m digital impressions YTD, 50% via Instagram ads, 48% via Facebook ads, and 2% desktop display ads.
  • Last year: In 2022, Harman spent roughly $7m on this channel, up slightly (1%) from the roughly $6.9m spent in 2021.
• Additional channel insights  
  • The brand invests in experiential activations.
  • Harman utilizes Google Ads along with additional channels such as OOH, radio, digital, local broadcast, print (English and Spanish magazines), Facebook, Twitter, TikTok, Instagram (though barely), and online video (via Youtube.com, Youtube Android, and Youtube IOS).
  • The brand sponsors podcasts such as The Joe Rogan Experience, The Bobby Bones Show, Stuff You Missed in History Class, Thrivetime Show, and Stuff To Blow Your Mind.

Additional agency insights:

• Opportunity: It wouldn't be Harman anybody to reach out and see if roster shifts follow this promotion.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • Havas: Creative, media, and social AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.