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American Eagle Outfitters, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




American Eagle Outfitters, Inc., based in Pittsburgh, PA, has stores across North America as well as Puerto Rico and Canada. Its product line, which is geared toward 15 to 25 year olds, includes casual T-shirts, jeans, dresses, outwear, and footwear, which the company designs and manufactures in-house. American Eagle Outfitters, Inc. also targets to children ages 2-10 through their brand 77 Kids which can only be found online.

Main Telephone (412) 432-3300
Main Fax (724) 779-5585
Primary Address
77 Hot Metal Street
Pittsburgh, PA 15203
USA

American Eagle Outfitters, Inc. Contacts

Contacts (5/43)
Name Title State
Richard M. Vice President & Chief Information Officer PA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (412) 432-3300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 77 Hot Metal Street
Pittsburgh, PA
15203
USA

Peter H. Chief Global Commercial & Administrative Officer PA
Dennis P. Executive Vice President & Chief Operating Officer PA
Jay S. Chief Executive Executive PA
Melanie H. Chief Human Resource Officer PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
American Eagle Outfitters, Inc. ********
aerie by American Eagle *******

Agency Relationships


Brand Agency Service From To
***** ** ******** ***** ******** media buying & planning 2012 present
***** ** ******** ***** *********** AOR - creative 2014 present
***** ** ******** ***** ***** creative 2014 present
******** ***** **********, ***. */** digital 2009 present
******** ***** **********, ***. ******** Digital, Media Buying, Media Planning 2012 present

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DailyVista

Digital Opps: ‘On the Brink' American Eagle to ramp up digital marketing


 Subject: TV, digital, online, video, social media, magazine, adtech, martech

Company: Aerie lingerie sub-brand

Opportunity: Amplifying digital marketing to support customer engagement and its new loyalty program, as part of plans to ramp up advertising campaigns (research here). Mary Boland, chief financial and administrative officer, said during the Q3 earnings call that 2016 marketing plans are still being planned, so reach out now to secure revenue.

Focus your pitch on the second half of 2016, since AEO historically runs most of its advertising during Q3 (back-to-school) and Q4 (holidays). Also, the new loyalty program is expected to launch at the back end of next year, Boland added. Most of AEO's digital ads appear to go through Mediacom, NY since 2012, according to The List.

Agencies - stay on the radar of AEO marketing lieutenants to remain top-of-mind once a new CMO is appointed. Michael Leedy, CMO since 2011, left the teen clothing retailer Sept. 15 and the search for his successor is still underway. yet. Creative moved to Interpublic's Translation in summer 2014, but a new CMO will certainly examine that relationship, despite AEO's recent success. 

Additional Insight

 Media Spend: AEO spent $12.3 million on measured media last year, up 18% from $10.4 million in 2013, according to Kantar Media. Magazines receive the bulk of budget, followed by cable TV, search and display. 

TV Breakdown: Since January, $0 has been spent on national TV ads compared to $1.7 million over the same period last year, iSpot.tv reports. In 2014, $4.3 million supported a national TV flight during August, 37% of this went to MTV for an ad during the 2014 MTV Video Music Awards. Overall, TV supported buys on millennial targeted shows like “Ridiculousness,” “Keeping Up With the Kardashians” and “Family Guy.”

Digital Breakdown: AEO's display presence this year is lower than 2014, but it’s still almost all programmatic and about 14% of activity is mobile. Desktop impressions appear to be coming mainly from AppNexus, but a substantial amount are direct too. Mobile impressions have been purchased mostly direct.

Primarily direct site partners include complex.com, cosmpolitan.com and refinery29.com. Video has run on refinery29.com too, along with funnyordie.com and youtube.com. 

American Eagle Outfitters
77 Hot Metal St.
Pittsburgh, PA 15203
(412) 432-3300

Joe Megibow
Chief Digital Officer
(412) 432-3300
megibowj@ae.com

Stephen Grap
Digital Media Planner – MediaCom
Direct Dial: (212) 912-5355
stephen.grap@mediacom.com