Fahlgren Mortine | Agency Profile, Contacts, AOR, Client Relationships

• Sexton joined from The Abbi Agency, where she was most recently the digital strategy VP and partner.
• She took over from Susan Mowers, who became TN's interim CMO last year when former CMO Mikalee Byerman departed.
• The organization will likely:
  • Implement strategy shifts
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: The organization hasn't utilized national TV since allocating around $131.6k toward the channel in 2021. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, TN has spent approximately $10.5k on digital ads, only about a fifth of the approximately $51.2k spent within the same 2022 timeframe.
  • YTD data: In 2023, the organization earned ~1.3m digital impressions via Facebook ads.
  • Last year: TN spent roughly $456.4k on this channel last year, almost triple the roughly $281.2k spent in 2021.
• Additional channel insights  
  • The organization utilizes Google Ads.

Additional agency insights:

• Opportunity: Sexton's hire could signal upcoming agency reviews, especially considering TN's .
• Current agency roster:
  • In-House: Media
  • ​​​​​​​​​​​​​​Noble Studios: Digital and creative AOR
  • : Creative, media buying, digital, PR, and social AOR

Insight Sources: Broadcast insights estimated by .