The Integer Group | Agency Profile, Contacts, AOR, Client Relationships
Service: promotions and retail marketing
|Main Telephone||(303) 393-3000|
|Main Fax||(303) 393-3730|
The Integer Group Contacts
|Marc D.||President, International||CO|
Sample of Associated Brands
|Mike S.||Chief Executive Officer||CO|
|Chris S.||Chief Financial Officer & Executive Vice President||CO|
|Craig E.||Global Chief Strategy Officer||CO|
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Score 73 - Account in Jeopardy: Starbucks promotes CEO amid marketing increases
Fremar reports to CMO Sharon Rothstein, who has been with the company since 2013, placing her well-past median tenure for CMOs (especially in the restaurant category, which is 27 months; more here).
Readers - a CEO promotion may not seem like the shift most likely to trigger strategy and/or roster changes, but when you take into account Rothstein's tenure and the addition of Fremar last fall, things could be moving in a slightly different direction under a new leader. This is especially true since Starbucks has significantly increased its TV and digital spend this year. Agency readers, therefore, should keep Starbucks on their radar, as a review could occur sometime in Q4 (after the top spend period, which is Q3).
Sellers - Starbucks spent the most money during Q3 last year, so look for marketing dollars to continue to increase through at least September.
Experience: Prior to joining Starbucks' two years ago as president and COO, Johnson was CEO of Juniper Networks.
National TV Spend: So far this year, Starbucks' has spent $21.9 million on national TV ads, per iSpot - up 284% from the same period last year, when only $5.7 million was spent. In fact, 2017's spend is already 67% of total 2016 spend, which was $32.6 million.
2016 spend began in earnest in May, and continued to rise until it hit its peak in lae September. While there were a few dollars spent here and there during the end of the year, the bulk of Starbucks' spend was deployed throughout the summer. This could indicate that spend increases are just getting started and sellers need to set their sights on Q3 for the most revenue.
See chart for show targeting since Jan. 2016.
Since January 2016, Starbucks' has spent $24.2 million on digital display ads (1.5 billion impressions). Most ads have been placed site direct (96%) and top sites are similar to the ones mentioned above. See chart for ad type breakdown. Note that, as with TV spend, Starbucks' top spend period last year was Q3.
2401 Utah Ave. S
Seattle, WA 98134
Starbucks NYC Office
7 Penn Plaza
New York, NY 10001
Chief Marketing Officer (NYC office)
Executive Creative Director