72andSunny | Agency Profile, Contacts, AOR, Client Relationships

• Mallard stepped into the newly-created position of chief marketing and communications in late 2022.
  • Before her hire at Pinterest, ​​​​​​she served as the CMO for Athleta and Omada Health.
• Right now, she's focused on utilizing global paid and earned media to streamline Pinterest's brand storytelling.
• Mallard has played a key role in the company's 2019 IPO, led marketing efforts through Covid, launched two brand campaigns, and created and scaled new efforts.
• Mallard succeeds LeMia Jenkins, who is now the company's first-ever chief public affairs and sustainability officer.
• The company will likely:
  • Ramp up sustainability/cause marketing initiatives
    • I expect new work ahead of Mental Health Awareness Month since it did so last year.
  • Continue increasing spend
  • Keep bolstering its business-oriented advertising
  • Seek new agency partners
• Target demographic: 
  • Gen-Z
  • Businesses

Additional recent leadership shifts:

• Pinterest also hired global creative VP Xanthe Wells in November 2022.
• Mallard is reportedly also looking for a new global communications VP and head.
• This announcement comes on the heels of Pinterest's July 2022 hire of CEO Bill Ready.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: Pinterest spent roughly $8.5m on digital ads last year, 18% more than the roughly $7.2m spent in 2021.
  • 2022 data: In 2022, the company earned approximately 967.6m digital impressions via Facebook (44%), Instagram (33%), desktop video/YouTube (19%), and Twitter (3%) ads.
• Additional channel insights  
  • The company utilizes OOH, local broadcast, Google Ads, earned media, and TikTok ads.

Additional agency insights:

• Opportunity: These DM shifts could easily lead to agency reviews; get in touch soon to remain top-ot-mind.
• Current agency roster:
  • : Media AOR
  • : Creative AOR
  • : Creative agency partner
  • : Creative agency partner

Insight Sources: Digital spend insights estimated by .