McCormick & Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
McCormick & Company, Inc. is a manufacturer and marketer of spices, seasonings and flavors. The company, headquartered in Sparks, MD, distributes its products to retail stores, food service providers and food processing businesses.
|Main Telephone||(410) 527-6000|
|Main Fax||(410) 527-6005|
McCormick & Company, Inc. ContactsContacts (5/34)
|Brendan F.||President, North America||MD|
Sample of Associated Brands
|Lawrence K.||President & Chief Operating Officer||MD|
|Cile P.||Senior Vice President, Human Relations||MD|
|Lori R.||Vice President, Corporate Communications - Corporate Branding||MD|
|Rick M.||Vice President, Global Customers||MD|
|Bag 'n Season||*******|
|McCormick & Company, Inc.||********|
|McCormick Extracts & Food Colors||*******|
|*** '* ******||**** **** ********* & **************||Experiential||unknown||present|
|*** '* ******||********* ******||Media Buying, Media Planning||2015||present|
|***** *****||**** **** ********* & **************||Shopper Marketing||2016||present|
|***** *****||********* ******||Media Buying, Media Planning||2015||present|
|***** *****||*** ******** *****||Creative||unknown||present|
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Digtial Opps: McCormick & Co. names new CEO ahead of ‘aggressive brand marketing'
Subject: TV, online, digital, mobile, video Hispanic, Spanish language, magazines, sponsorship
Company: McCormick & Company, Sparks, Md.-headquartered manufacturer and marketer of spices, seasonings and flavors.
Update (12/2): Just after announcing that the company would use cost-savings to fuel “aggressive brand marketing,” McCormick has announced that CEO Alan Wilson will step down, effective Feb. 1. Taking the top spot from Wilson is Lawrence Kurzius, the current president and chief operating officer for McCormick. Prior to joining McCormick, Kurzius was CEO of Zatarain’s for six years.
Since Kurzius is an internal promotion, there should not be much disruption in 2016 plans for the spice manufacturer. It should be noted, however, that Kurzius is likely more marketing-minded than Wilson was, given his experience as VP and marketing director for Zatarain’s. Therefore, sellers should continue to reach out to McCormick to secure 2016 dollars, especially digital sellers. Read more below about McCormick’s plans.
Update (10/1): Just last week, DV told you about McCormick moving its media buying and planning to IPG's UM, NYC (see below). In the Q3 earnings call, CEO Alan Wilson said the company is looking to raise cost savings and use those savings as “fuel for growth for more aggressive brand marketing support during the Q4 holiday period.” For Q4, brand marketing will increase nearly 10% across all markets in the US to support a new “purity” campaign, building off of this year's focus on brand equity and marketing the “purity and freshness” of McCormick products.
All of this leads to an increased shift to digital marketing (which Wilson notes the company is not alone in). McCormick is planning for digital marketing to reach one-third of global advertising, so digital sellers should jump on this now as Wilson thinks that it is a “better way to reach consumers and achieve higher ROI on spending.” Read more about McCormick's plans below.
Below was originally published on 9/25 (Spend data updated 12/2)
Opportunity: Earlier this month moved media planning and buying to IPG's R/GA still has search and social. Horizon Media lost broadcast media buying duties and is off the account.
We've also been told that Sparks, Md.-based shopper marketing agency Weber Shandwick is still PR AOR.
As we've reported (research here), UM's hire is tied to McCormick's shrinking reliance on TV and transition towards higher ROI, targeted digital media. As such, the bulk of McCormick's display has been programmatic since Aug. 1. Q4 is McCormick's top buying period but brand marketing increases were supposed to skew more to Q3 this year, with the goal of driving higher Q4 sales, said CFO Gordon Stetz during the Q2 earnings call. So, initially look to secure buys now that may carry over and revenue closer to Thanksgiving and December holiday pushes.
Looking at 2016, focus on Q2/Q3 grilling season, McCormick's secondary buying period. Focus your attention particularly on Skillet Sauces, Grill Mates and McCormick Gourmet, all of which have received higher marketing investment this year. Keep in mind that McCormick's fiscal year ends Nov. 30, so don't waste any time making 2016 pitches.
Media Spend: McCormick spent $54.6 million on measured media last year, up from $48 million in 2014, according to Kantar. Cable TV buys made up almost half of last year's ad budget. The other half largely went to magazine, Spanish language network TV buys and display.
TV Breakdown: Since January, $17.6 million has gone to national TV ads (see targeting right), up from $14.5 million over the same period in 2014, iSpot.tv reports. For all of last year, $16.8 million was spent on national TV compared to $17.2 million in 2013.
Digital Breakdown: McCormick has run 206 display ads on 933 publishers this year (19% mobile), 65% of which were placed site direct compared to programmatically. But, since August 105 ads have run on 365 publishers, 81% of which were placed programmatically. Most of these impressions are coming from DSPs like DoubleClick and MediaMath.
For the year, news, food & drink and home & garden publishers make up the bulk of desktop activity, which has declined since June. Mobile display has targeted news sites much more, led by go.com.
The company's nine video ads this year have run on 266 publishers. Activity, which peaked in March, has largely been with hobbies & interest sites such as thisoldhouse.com and realsimple.com.
McCormick & Company
18 Loveton Circle
Sparks, MD 21152
Director, Digital Communications
Direct Dial:(410) 527-8430