Zale Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Zale Corporation is a fine jewelry retailer with locations throughout the United States, Canada and Puerto Rico. Headquartered in Irving, TX, Zale's brands include Zales Jewelers, Zales Outlet, Gordon's Jewelers, Peoples Jewellers, Mappins Jewellers and Piercing Pagoda.
|Main Telephone||(972) 580-4000|
|Main Fax||(972) 580-5523|
Zale Corporation ContactsContacts (5/18)
|Scott D.||Senior Vice President, Marketing||TX|
Sample of Associated Brands
|Jamie S.||Senior Vice President & General Manager - Piercing Pagoda||TX|
|Bill L.||Senior Vice President||TX|
|Vicki S.||Vice President, eCommerce||TX|
|John M.||Vice President, Marketing||TX|
|******, *****, & ******||***||Media Buying, Media Planning||unknown||present|
|******'* ********||***||media buying & planning||2015||present|
|******'* ********||***** + ********||creative||unknown||present|
|******** ******||***||media buying & planning||2015||present|
|**** ***********||***** + ********||creative||unknown||present|
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Signet Jewelers ‘aggressively' implementing omnichannel enhancements, promotes SVP
Subject: TV, digital, print, Millennial-focused, Male-focused, social media
Company: Signet Corporation, parent of Jared.
Opportunity: Over this past year, Signet Corp. has realigned its business and now houses all brands under one umbrella (more here). Now, the company is shifting focus to omnichannel enhancements. During the Q3 earnings call, Signet CEO Mark Light said that Julien Shirley had been promoted to SVP, leading mobile and search as the company “aggressively” implements changes meant to enhance customer’s omnichannel experience. This includes greater personalization and targeted marketing efforts, which have elevated the efficiency and effectiveness of omnichannel selling, said Light.
Look for Signet to also put more marketing dollars behind the Ever Us rollout. While Light declined to share specific numbers, he did say that Signet is projecting the rollout to be the biggest of any new program in the history of the company. Light also said: “This [Ever Us] is a brand and an offering that crosses over all of our customer segments and its working well in all of our brands.”
Signet has increased marketing and advertising across all its brands this year, so look for increased opportunities again in 2016, particularly around jewelry-heavy holidays such as Valentine’s Day (end of Jan. through mid-Feb.) and Mother’s Day (mid-April through early-May). Signet’s brands tend to target male-focused media, such as sports and outdoor sites, so sellers of these properties should definitely reach out now. Note that Zales' planning and buying was recently consolidated at here).
Zales: Since bridal has done very well for Zales recently, expect to see Signet shift its focus behind the brand’s fashion jewelry in 2016.
According to Kantar Media, Zales spent $55.3 million on measured media in 2014 – up 0.48% from 2013. Most of this was allotted to broadcast ads – $45.8 million. The remainder was mainly spent on digital ($8.2 million). Print, radio and OOH received a total of $1.2 million collectively. Q4 2014 was Zales largest spend period, with $42.8 million deployed; Q3 2014 was the lowest, with $1.5 million.
Digital Breakdown: Moat reports that Zales has run 203 standard display ads on 3,773 publishers so far this year (97% of which were placed programmatically). Top ad destinations include: usmagazine.com, marieclaire.com, mixedmartialarts.com, bizrate.com and curbed.com. For the same period 2014, 323 creatives were run on 5,218 publishers.
Jared: Jared has increased TV marketing spend YOY and has a new creative this holiday season. Since Light said this new creative is getting better reaction from customers than last years, so look for this increase to continue through next year. Read more about DV’s take on Jared here.
According to Kantar Media, Jared spent $88.1 million on measured media in 2014 – down 3.9% from 2013. Most of this was allocated to broadcast ads – 94.2%. The remainder was split between digital and radio ads. Q4 2014 spend totaled $53.6 million, while Q3 only received $480,000.
Digital Breakdown: Jared has run 33 display ads on 130 publisher so far this year. Top ad destinations include: cbssports.com, comcast.net and milb.com. For FY 2014, only two creatives were run on two publishers (cbssports.com and answers.com).
Kay: During Q3, Kay increased its TV rates and executed a “successful” multimedia campaign around engagement season.
According to Kantar Media, Kay spent $156.5 million on measured media in 2014 – down 0.85% from 2013. Almost all of this – 97.3% – was dedicated to broadcast ads, while digital and print comprised the remainder. For Q4 2014, $103.8 million was spent; compare this to Q3, when only $855,000 was deployed.
Digital Breakdown: Moat reports that Kay has run 142 standard display ads on 403 publishers so far this year (<1% mobile). Top ad destinations include: syfy.com, discovery.com, bravotv.com, oxygen.com and usanetwork.com. For the same period 2014, 101 creatives were run on 230 publishers (top ad destinations remained the same, though). In 2014, 27% of these ads were placed programmatically, but for 2015, only 14% of ads went through an ad exchange or trading desk.
Signet Corporation (Jared Winmo profiles)
375 Ghent Rd.
Akron, OH 44333
Senior Vice President, Marketing
Vice President, Media Planning and Buying
901 West Walnut Hill Lane
Irving, TX 75038
Senior Vice President, Marketing
Direct Dial: (972) 580-4848
Group Director, Strategy – OMD
Associate Director, Digital – OMD