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Gen-Z, Millennial Opps: BOK Financial hires CMO amid significant ad spend increase (Score 72)

Sean Hampton joined BOK Financial Corporation this month as its CMO. In his former role of marketing technology VP and global head at Janus Henderson, where he served for 20+ years, Hampton oversaw strategic direction and overall marketing tech strategy and execution management; this included digital marketing, creative, brand services and marketing operations. He will now develop BOK's new marketing initiatives to drive growth, spur innovation and steward its brand. The company doesn't seem to have had an incumbent.

Additionally, BOK hired corporate marketing SVP and director Bob Eubank in April 2020; these hires should result in a continuation of the company's ad spend increase.

According to Adbeat's estimates, out of the $89k it spent on digital display ads since June 2018, $87.6k (98%) was spent after June 2019. It placed 95% of these ads site direct onto wsj.com. It placed 5% of these ads programmatically through Google Display Network onto sites such as bizjournals.com, wsj.com, thinkglink.com, metric-calculator.com. 

Kantar reports BOK also utilizes local OOH ads; it has also historically used print media but hasn't done so yet this year (at least as of Q1). You'll likely be able to secure local ad dollars around its locations; the company currently operates in 8 states (view here). Along with consumers, BOK targets companies in need of financial services. As far as consumers are concerned, the company's sharp increase in digital display ad spend leads us to believe it's targeting Gen-Z and millennials; this could also make paid social ad dollars available.

Agency & martech readers - As you know, new CMOs often conduct agency reviews; thus, get on Hampton's radar soon for potential work. Your competition will include creative and media AOR Littlefield Brand Development. Since both BOK and Littlefield are located in OK, readers in and around this state will have the upper hand.