Midtown Athletic Clubs promotes top marketer (Score 43)

Sales lead: This promotion will affect the company's marketing strategy & agency roster. 

• Midtown Athletic Clubs (MAC) promoted Alex Schwartz to CMO earlier this year.
• Schwartz joined the company in 2018 and was promoted to marketing VP in 2021. 
• He also brings agency experience having spent time with Night Agency, Johannes Leonardo, and Alexander Agency. 

Target demographic: Millennials

The company will likely:

• Increase digital spend
• Diversify ad placement
• Build out its agency roster

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

• YTD spend: MAC spent about $112.7k on digital display ads YTD, just 49% of the $228.2k spent in this channel during the same time period of 2022. 
• YTD data: 18.4m impressions via YouTube (87%), desktop display (6%), Facebook (5%), and Instagram (2%). 
• 2021-2022 spend: Full-year spend totaled $257.3k in 2022.
  • It did not invest in this channel during 2021. 
• Ad location: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

Agency analysis:

• Opportunity: Get in touch now to secure top priority. 
• Current roster:
  • Coffee Cup Communications: communications

Insight Sources: Digital spend insights estimated by Pathmatics.