Victoria's Secret | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Reynoldsburg, VA, Victoria's Secret Stores, Inc. is a specialty retailer of women's undergarments. As part of Limited Brands, which also operates the sister companies, Bath & Body Works, Express, Express Men's, Limited, White Barn Candle Company and Henri Bendel, Victoria's Secret has expanded it's products to include clothing, perfume, cosmetics and accessories.
|Main Telephone||(614) 577-7000|
|Main Fax||(614) 577-7047|
Victoria's Secret ContactsContacts (5/22)
|Jane S.||Chief Executive Officer - Victoria's Secret Lingerie||NY|
Sample of Associated Brands
|Greg U.||Chief Executive Officer - Victoria's Secret Beauty||NY|
|Margaret W.||Executive Vice President, Brand Sourcing||NY|
|Miles M.||Senior Vice President, Digital & Inovation||NY|
|Renae S.||Assistant Vice President, Marketing||OH|
|Victoria's Secret Beauty||*******|
|****||*** ***** *******||Media Buying, Media Planning||unknown||present|
|********'* ******||******** ********||interactive||unknown||present|
|********'* ******||**********||media buying||2002||present|
|********'* ******||*** ***** *******||Media Buying, Media Planning||unknown||present|
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Rumor Update: Victoria Secret boosting TV budget for holidays, new bra launches imminent?
Subject: TV, online, digital, mobile, video, sponsorship
Brand: Victoria's Secret (VS)
Update (8/26): On top of plans to amplify Q4 broadcast investments and re-target digital outlays, VS has added a bra launch in the first week of December that will “be different than last year’s” said Sharen Jester Turney, president and CEO of Victoria’s Secret Direct, during the Q2 earnings call. Also, PINK has a new bra launch on the way (we hear in October) to spur traffic from Thanksgiving to Christmas Day,
Regarding PINK, Turney added that management “tore holiday apart” last year to evaluate better strategies for how to maximize sales between Thanksgiving-Christmas Day. Accordingly, keep going after traditional and online Q4 dollars now since VS should be more receptive than usual to using new partners. MDC's DigitasLBi handles digital planning and buying. For PINK, budgets go primarily through The Media Kitchen.
Below originally published 8/13
Opportunity: We hear Victoria's Secret is amplifying broadcast spend ahead of Q4 holiday shopping, its top buying period historically. Furthermore, it appears that the majority of VS's digital investments will support video tie-ins with these TV buys. Therefore, reach out now to secure traditional and online (digital, mobile branding and video) investments that may still be on the table. High return on ad spend should always be a central part of your pitch, but even more so with Victoria's Secret given their big focus on ROI.
Media Spend: Victoria's Secret spent $73.2 million on measured media in 2014, up 3.5% from $70.7 million in 2013, according to Kantar Media. Leading the way last year was broadcast at $67.6 million, or 92% of budget, followed by digital (search and display) at $5 million.
TV Breakdown: Since January, $37.4 million has supported national TV ads (see targeting right), up from $34.3 million over the same period last year, when VS didn't run a Super Bowl ad. For all of 2014, $62 million went to national TV, skewing heavily towards Q4, compared to $45.6 million in 2013.
Digital Breakdown: Victoria's Secret: Since January, 450 display ads have run on 3,334 publishers (<1% mobile), 97% of which were placed programmatically instead of site direct,Moat reports. Most desktop activity has been on sports and media sites, led by nbcsports.com and eonline.com. Mobile activity, which the last week of February to the first week of April, was mostly with entertainment and portal sites like radaronline.com and about.com.
VS's 5 video ads this year have appeared on 37 sites. Technology and media publishers make most of this activity, with huffingtonpost.com, snakkle.com and celebritynetworth.com leading the way.
Pink: Screwing to a younger female college demo, Pink has run 46 display ads on 731 publishers (2% mobile) since January, 97% of which was placed programmatically. Desktop activity, which spiked in March, has been mostly with reference, media, entertainment and large paper publishers. Mobile, where activity only lasted the first week of August, was with 13 publishers, led by j-14.com, intouchweekly.com, extratv.com and twistmagazine.com.
Pink hasn't run any video ads this year, according to Moat.
Four Limited Parkway, East
Reynoldsburg, OH 43068 USA
Chief Marketing & Creative Officer
Associate Director – The Media Kitchen