BBDO West | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(415) 808-6200|
|Main Fax||(415) 808-6221|
BBDO West Contacts
|Jim L.||President & Chief Executive Officer||CA|
Sample of Associated Brands
|Matt M.||Chief Creative Officer||CA|
|Evyn Z.||Executive Vice President & Group Account Director||CA|
|Carter N.||Executive Vice President & Worldwide Business Director||CA|
|Linda D.||Senior Vice President, Finance & Human Resources||CA|
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Q4 Parent, Kid Media Opps: Mattel boosting marketing behind Fisher-Price baby gear, preschool lines
During Fisher-Price lines will also be supported by new marketing campaigns and more spend. The campaigns, said Dickson, will focus on sleep solutions, child development and active play.
Per Dickson: "With Fisher-Price, we have seen steady growth and are continuing our work in reestablishing the brand’s roots as the premier child development company. As consumers engage with this brand, they'll see a more simplified message," as well as increased digital consumer experiences. This additional marketing support comes just after Fisher-Price creative account (along with Hot Wheels). Agency readers should continue going after creative work at Mattel, but you will encounter competition from the Omnicom agency, which handles a large number of Mattel's brands.
Across the board, Mattel has made investments in new content and messaging over the last few years. Dickson specifically mentioned the content work being done for brand such as Thomas & Friends, American Girl and Hot Wheels. While the specific messaging will obviously differ from those brands to Fisher-Price, the types of content run could serve as a blueprint of sorts for FP's future investments. This is especially true when it comes to getting content in front of parents of children because Thomas & Friends and FP would have some overlap in their target audience.
As we've reported, Mattel's DigitasLBi (digital, programmatic and content) staff. Therefore, sellers should be reaching out for increased F-P dollars now, as the campaign has not launched yet. Keep in mind that Q4 is traditionally F-P's largest spend period, which makes sense given it is the holiday season.
Digital Breakdown: Per Pathmatics, F-P has spent $28,000 on digital display ads this year (12.6 million impressions). Most ads were desktop (78%) that were placed through The Trade Desk (79%) or site direct (18%). Top ad destinations this year include wlamart.com, target.com, people.com, cafemom.com and aol.com. For the same period last year, $380,000 was spent on digital display ads; for full 2016, $1.2 million was spent (124.8 million impressions).
333 Continental Blvd.
El Segundo, CA 90245
Vice President, Marketing - Fisher-Price Brands (incl. Thomas & Friends)
Direct Dial: (310) 252-6131