160over90 | Agency Profile, Contacts, AOR, Client Relationships

• Hamilton joined the company as its media VP in May 2019 and most recently served as its marketing SVP.
• During his tenure so far, Hamilton's efforts have led the digital transformation of LC's marketing function and been key in the company's high-profile initiatives.
  • These initiatives included LC's first-ever Super Bowl commercial, its The Batman movie integration, its Call of Duty: Modern Warfare integration, and its partnership with the NFL, for which it is now the Official Pizza Sponsor.
• Now, Hamilton will continue building LC's digital marketing expansion and impactful partnerships.
• He succeeds incumbent Jeff Klein, who became the CMO at Popeyes last summer (more on the Popeyes hire here).
• The company will likely:
  • Continue increasing digital spend
  • Run a Super Bowl ad in 2023
  • Pursue additional sponsorships and influencer partnerships
  • Seek new agency partners
• Target demographic: 
  • Male Gen-Z and millennials
  • Parents in search of affordable meals for the whole family

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, LC has allocated roughly $79m toward national TV commercials, down 24% from the roughly $104m allocated by this point last year.
  • Last year: The pizza chain allocated around $127.7m toward this channel last year after having spent 5% less, around $122m, in 2020.
  • 2022 ad programming: LC's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, College Football, MLB Baseball, and FOX NFL Sunday.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, the company has spent approximately $43.4m on digital ads, almost triple the approximately $15.4m spent within the same 2021 timeframe.
  • YTD data: LC has earned ~4.1b digital impressions YTD via desktop video (46%), Facebook (33%), and Instagram (21%) ads.
    • The company has placed most of this year's desktop video ads site direct onto YouTube (93%) and Twitch (3%).
  • Last year: LC's estimated full-year 2021 spend, $18m, reached 59% more than that of $11.3m in 2020.
• Additional channel insights  
  • The company invests in OOH, print, radio, and local broadcast.
  • Thanks to the aforementioned NFL partnership (more here).

Additional agency insights:

• Opportunity: Promoted CMOs don't always conduct agency reviews as often as outside hires do, but I still suggest reaching out to remain top-of-mind.
  • ​​​​​​​An advantage will go to those with quick-service restaurant experience.
  • While all types of reviews are possible, PR and/or digital analytics hires are especially likely since LC doesn't seem to currently have agency partners handling these duties.
• Current agency roster:
  • ​​​​​​​: Creative AOR
  • : Creative AOR
  • : Media agency partner

Insight Sources: Broadcast insights estimated by Kantar.​​​​​​​