Bulova Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Bulova, based in Woodside, NY, designs and manufactures state-of-the-art time pieces. The company purchases its products from foreign suppliers and sells them primarily through department and jewelry stores in the U.S., Canada and Mexico.
|Main Telephone||(718) 204-3300|
|Main Fax||(718) 204-3546|
Bulova Corporation ContactsContacts (5/8)
Sample of Associated Brands
|Robert C.||Executive Vice President, Global Marketing||NY|
|Michael B.||Executive Vice President, Sales||NY|
|Christopher N.||Vice President, Marketing||NY|
|Sonia B.||Vice President, National Accounts||NY|
|Frank Lloyd Wright||*|
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Score 62 – On the Brink: Bulova promotes marketing EVP to accelerate strategy
Subject: Magazine, digital, mobile, video, outdoor, TV, sponsorship, experiential, events
Brand: Bulova, New York-based luxury watch brand
Update (8/18): Coinciding with the hiring of new media planning and buying agency (more below), Robert Christiano has been promoted to global marketing EVP to lead global strategic marketing initiatives. Reporting to President Gregory Thumm, he’s tasked with “reenergizing Bulova’s presence and accelerating its global marketing strategy,” according to a statement. Normally a marketing promotion like this would lead to a relatively low score in our agency new business predictive platform, but Christiano new role is a bit unusual.
Experience: Christiano has been Bulova’s international SVP since March 2014. Before that, he spent 13 years at rival Fossil, lastly as SVP of European sales and marketing.
Below originally published 8/4
Opportunity: Hired here). Focus your approach on Q4, Bulova's top buying period. Male-focused lifestyle, magazine and auto sellers may have an advantage, given Bulova's recent display spending trends and primary target demo. However, after pushes in 2014 with instyle.com, allure.com and refinergy29.com, it appears that Bulova female-focused display activity is up this year, as well.
Media Spend: Bulova allocated $4.3 million to measured media last year, up from $3.1 million in 2013. Last year, magazine buys made up the bulk of Bulova's ad budget at 89%, followed by cable TV (5.4%), outdoor (3.5%) and display (1.9%).
TV Breakdown: Bulova hasn't run any national TV ads this year, but that's normal because most of its buys are during Q4. ISpot.tv shows that the brand put $292,000 to national TV ads in Q4, with activity beginning at the end of November (see targeting right).
Digital Breakdown: Since January, 26 display ads have run with 284 publishers (4% mobile), 67% of which were placed site direct, according to Moat. The majority of desktop activity has been mostly with magazine, news and lifestyle sites like businessinsider.com, esquire.com, countryliving.com, redbookmag.com, gq.com, fitnessmagazine.com, fark.com and delish.com. Mobile, where activity lasted for three weeks beginning June 8, has been mostly with technology sites, mainly wired.com.
For comparison, over the same period last year Bulova only ran one desktop display ad on tunein.com.
1 Bulova Ave.
Woodside, N.Y. 11377
Executive Vice President,, Marketing
Senior Marketing Manager
Direct Dial: (718) 204-3455