Originally reported by DailyVista on Aug. 19, 2015
Cherry will oversee all marketing for the NHL team and the Prudential Center, where they play their games. Keep in mind that the Devils overhauled marketing efforts last summer, releasing “We’re All Devils Inside” – the first marketing campaign under its new ownership.
The campaign was created in-house and featured a redesigned team website, as well as other digital and social media components. Last years campaign was handled by CEO Scott O’Neill, so the appointment of a CMO may signal an increase in marketing.
Devils’ attendance last season was ranked 25th out of the NHL’s 30 teams, so upping attendance is an obvious concern. However, the team is also looking to market themselves “more deeply” to NJ’s corporate base.
The goal is to have a 13,000 season-ticket base, which will require business participation. The NHL regular season begins Oct. 7, so new marketing will have to be deployed quickly to get ahead of the season.
The Devils currently handle marketing in-house, but with Cherry’s agency experience the team may now be open to pitches, and could be looking for an outside partner.
Cherry previously served as SVP of North American marketing for Diageo. He also served as VP of consumer planning for the alcohol giant.
Prior to his time with Diageo, he was CMO for the New York Cosmos. Cherry also has extensive agency experience, serving as senior consumer planner and brand strategist for W+K and brand manager for CP+B.
Per Moat, the Devils have run two standard display ads on 257 publishers so far this year (almost all programmatically, which we hear runs through Conversant).
Top ad destinations include: nextplay.com, pinkbike.com, freekibble.com, pedigreedatabase.com and mixedmartialarts.com. For the same period 2014, eight creatives were run on 121 publishers (78% programmatic).
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