360i, LLC / Vizeum | Agency Profile, Contacts, AOR, Client Relationships
Service: search marketing, search engine marketing, digital media
|Main Telephone||(404) 876-6007|
|Main Fax||(404) 876-9097|
360i, LLC / Vizeum Contacts
|Jared B.||Chief Executive Officer||GA|
Sample of Associated Brands
|Melanie S.||Senior Vice President, Media||GA|
|Laurie B.||Senior Vice President, Performance Accounts||GA|
|Allison K.||Vice President & Group Media Director||GA|
|Lauren J.||Vice President, Integrated Media||GA|
|*****'* ***** & ***||Creative, Digital, Media Buying, Media Planning||2016||present||*********|
|******** ***********, ***.||digital||unknown||present||*********|
|*** ****-**** *******||AOR - digital, social||unknown||present||********|
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Campaigns Imminent: Under Armour making larger marketing push after lackluster Q1 (Score 94)
Under Armour, the Baltimore-based athletic apparel company, plans to ramp up marketing efforts through 2017. Specifically, CEO Kevin Plank said during last month's earnings call that there is "definitely" work to do on the brand, but that general brand strength is strong, given the 21 years it has had to build it. Plank said UA expects this increased marketing to boost sales "as people continue to learn and hear our story, and as you start to hear our marketing and our voice turned up throughout the balance of this year." Note that this "amplified" marketing comes on the heels of Q1 losses - which the brand lists as its first-ever loss.
A "big part" of UA's marketing push this year is in support of Threadborne, "a ridiculously soft performance fabric" that fits into a number of UA's platforms. Expect UA to focus on its connected shoe, as well, since Plank said: "We think we are the ones to tell the story because we don't think it's been told yet." Essentially, the company is focusing on its lifestyle positioning this year because it won't just be that the products look better - "everything does something."
During the call, CEO Kevin Plank said that due to UA's single view of the consumer (SVOC), it is able to "instantaneously analyze consumer purchase behavior including gender, ages and workout frequency among other attributes." These insights, he said, will now be integrated in product planning and future marketing. These efforts are surely in response to the rapidly increasing competition in the athletic apparel, and especially the athleisure, space.
Sellers - you know what to do. Keep in mind that UA announced a media review in February that has not yet concluded. We'll keep you updated as soon as we learn who the new shop will be and anticipate a decision soon given the reported increase in marketing efforts for the balance of the year. UA's marketing mix consists primarily of commercials, print ads, league, team, player and event sponsorships, according to the Q1 quarterly report released in April. While Plank did not attach a monetary amount to the planned increases, SEC docs reveal that Q1 marketing expenses increased about 5% in 2017 from the year prior ($122.5 million to $128.3 million).
Agency readers - while media work is off the table, it's important to remember that creative reviews tend to follow media in relatively short-order. Add to that the fact that Droga5, UA's first creative AOR, has handled the account since August 2016, proving he has no issue revamping UA's roster.
Read more about WinmoEdge's take on UA here, as it is a company we report on frequently.
National TV Spend: Per iSpot, UA has spent $760,000 to air four national TV spots so far this year - a dramatic decrease from the same period last year, when $5.9 million was spent.
Since Jan. 2016, UA has spent $14.4 million on national TV spots. Spend was highest in late Q1/early Q2, with another spike in spend in late Q3. See chart for show targeting.
Digital Breakdown: For 2017 so far, UA has spent $3.1 million on digital display ads, per Pathmatics (319.3 million impressions). Ads were mainly split between desktop (42%) and desktop video (39%), while the remainder of spend was allocated to mobile ads (18%). And almost all of these ads have been placed site direct (93%). Top ad destinations for the year include: mlb.com, kohls.com (who UA recently signed a partnership with), aol.com, nhl.com and amazon.com.
Under Armour, Inc.
1020 Hull St.
Baltimore, MD 21230
Chief Marketing Officer
Attica Alexis Jaques
Vice President, Global Brand Marketing – Women’s & Youth
Senior Vice President, Brand Marketing
Media Planner - DigitasLBi, NYC
Direct Dial: (212) 699-0243