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|Harold B.||Founding Chairman||NY|
Sample of Associated Brands
|Gary K.||Chairman, Global Media Practice||NY|
|Jerome S.||Chief Financial Officer||NY|
|Maury L.||President - Burson Campaigns||NY|
|Thomas G.||Chief Strategy Officer||NY|
|******** ************* *****, ***.||public relations||2008||present||*******|
|**** ** ******* ***********||public relations||2013||present||********|
|******** ******* *****, ***.||Public Relations||2016||present||********|
|****** ***.||Public Relations||2015||unknown||*|
|******* ********||AOR - public relations||2014||present||*******|
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H2 Media Opps: Chipotle continuing largest ad campaign in company history to revive brand
I hope y'all were looking for a out-Chipotle itself, it did just that.
During the recent Q2 earnings call, CMO Mark Crumpacker will continue through the balance of the year. "While this increased activity has been effective," *(umm, really?) he said, "it's clear that winning back occasions lost to competitors is going to be an ongoing effort." He added that the "solution" to winning back customers is "not simply to spend more on advertising or tweaks the the creative approach." Rather, Chipotle needs to evolve the customer experience and create "more compelling reasons" for visits. I have an idea - stop making people sick?
Crumpacker said all of the above, and then looped back around and said that the company must also "enhance the effectiveness of our marketing efforts." I'm just as confused as you are, readers. He did say that Chipotle's new menu items (queso!) are "ideally suited" for advertising, specifically calling out the chain's :15-second TV spots that "make up the majority of our television ad buying." Chipotle's next ad push, "which again includes significant TV advertising," is slated for September, so there are possible last minute dollars to pick up, sellers.
In addition to national TV, Chipotle's recent campaigns have also included outdoor, digital, radio, search and social components. There should, then, be plenty of revenue here, sellers. Point of interest: one of Chipotle's top targeted display destinations this year (more below) is AARP.com, so I guess the burrito joint is looking outside millennials (at least a little). I guess when no one wants what you are selling, you try to sell it to everyone? We've told you ad nauseam about Chipotle's struggles and spend and plans (oh my), so hopefully you have been reaching out to secure revenue here.
Chipotle has also recently launched Wonders never cease.
Agency & Martech readers - since Chipotle just moved work to early 2016, placing them right at average tenure.
New Product Launch: QUESO. Beginning Aug. 1, the chain will rollout queso at 350 locations across Southern California and Colorado. A national rollout, pending customer acceptance, could happen as early as mid-September, said Crumpacker. He also said that Chipotle has already developed advertising, "both for TV and elsewhere," that features queso.
National TV Spend: YTD, Chipotle has spent $12.5 million on national TV ads, per iSpot. Chipotle's first work this year - "As Real As It Gets" - first aired on April 10, so this $12.5 million has been spent in the last three months. In total, Chipotle has aired seven national TV spots this year, four of which are the :15-second spots Crumpacker mentioned (the other three are :30-second spots). See chart for show targeting.
These are the first national campaigns for the chain, as no money was spent in this channel previously.
Digital Breakdown: last Chipotle story in May, so it seems that increased marketing is just getting started (the same is true for TV spend, sellers).
These ads have been mostly online video (75%) and mobile video (21%), placed either site direct (72%) or through Teads ad network (25%). Top ad destinations include: youtube.com, cbssports.com, rawstory.com, esquire.com and aarp.com. For the same period last year, Chipotle spent $4.1 million (242.4 million impressions).
For full 2016, $7.1 million was spent on digital display ads - most of which were run from July - September.
Chipotle Mexican Grill, Inc
1401 Wynkoop St.
Denver, CO 80202
Chief Creative & Development Officer (CMO)
Executive Director, Marketing (promoted Feb. 2017)
Chief Digital & Information Officer