Female Gen-X, Millennial Media Opps: Chobani fills CMO vacancy (Score 66)

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

• Chobani hired Thomas Ranese as CMO, effective August 14th, 2023. 
• Ranese most recently served as Lingo's interim CMO.
• He was Uber's global CMO from 2019 to 2022.
• Ranese is now responsible for all of Chobani's marketing initiatives.  

**We are unable to confirm Ranese's email address until he officially begins.**

Target demographic: Female Gen-Xers & millennials

The company will likely:

• Review the current agency roster
• Shift ad dollars around
• Launch additional new products (read about its new Zero Sugar drinks here)

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

• YTD spend: Chobani has not aired a national TV ad so far this year. 
• 2021-2022 spend: Full-year spend fell 66% from $14.4m in 2021 to $5m in 2022. 
• 2022 ad programming: It placed ads during programming such as Diners, Drive-Ins and Dives, Friends, The Big Bang Theory, The Real Housewives of New Jersey, and Chicago Fire. 

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

• YTD spend: Chobani spent around $1.1m on digital display ads YTD, a 73% decrease from $4m spent in this channel during the same time period of 2022. 
• YTD data: 147.7m impressions via Facebook (62%), Instagram (27%), and desktop display (11%). 
• 2021-2022 spend: Full-year spend dropped 54% from $9.3m in 2021 to $4.3m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, walmart.com, target.com, and msn.com. It placed 4% of these ads through multiple indirect channels onto sites such as walmart.com, foodandwine.com, allrecipes.com, yahoo.com, and parade.com. 

Additional channel insights  

• Vivvix: Chobani also invests in OOH. 
  • It holds media planning discussions in Q1, and it buys during Q2. 
• Top podcasts sponsored: The Kara Goldin Show and Sibling Rivalry. 

Agency analysis:

• Opportunity: Reach out now because CMO hires commonly lead to agency changes. 
• Current roster:
  • Horizon Media: media buying AOR
  • In-house: creative