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Eicoff | Agency Profile, Contacts, AOR, Client Relationships

Service: direct response

Main Telephone (312) 527-7100
Main Fax (312) 527-7197
Primary Address
401 North Michigan Avenue
Suite 400, Fourth Floor
Chicago, IL 60611

Eicoff Contacts

Contacts (5/22)
Name Title State
Ron B. Chairman IL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (312) 527-7100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 401 North Michigan Avenue
Suite 400, Fourth Floor
Chicago, IL

Bill M. President & Chief Executive Officer IL
Wai-Man L. Senior Vice President & Chief Financial Officer IL
Francie G. Senior Vice President & Media Director IL
Mike P. Senior Vice President & Executive Creative Director IL

Client Relationships

Brand Service From To Media Spend
*-***-******* digital unknown unknown ******
****** *********** digital unknown present ********
*** media buying & planning 1969 present *******
****** *** media buying & planning 1969 present *
******* ********, ***. media buying & planning unknown present *

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H1 Media Opps: Lumber Liquidators reviewing marketing mix, continuing spend increases (Score 56)

Subject: digital, TV, social media, print, radio, PR

Company: Lumber Liquidators (LL),  Toano, Va.-based retailer of discount pre-finished and unfinished hardwood flooring and other wood products with stores throughout the US.

Opportunity: After a damning "60 Minutes" story (more

In fact, by the end of 2016, LL will have replaced over half of its product assortment with "a fresh, contemporary line." This new assortment, said Dennis Knowles, has given the company the ability to "advertise broadly," which has driven changes in LL's brand marketing. When asked about LL's traditionally "extremely loud and visible, almost brash reach for value proposition," Knowles acknowledged that you'll see LL take a "somewhat softer approach in terms of the look and feel of marketing campaigns." This means continuing to position the company as a responsible retailer of flooring with the best knowledge of trends, styles, designs and innovations (think reputation versus promotion).

As far as advertising is concerned, LL continues to rebuild its brand from where it was in 2015. For Q3, SG&A expenses were up $12.5 million from the year prior - $3.5 million of which was from heavier advertising. Note, however, that during June, LL cut some advertising hoping they would have better closure rates in stores. He added: "As we rebound from the high turnover of last year...we do believe that we will have some ability to leverage our advertising spend. However, we are not quite there yet." And then new CFO Marty Agard added that LL is "likely" to keep spending up as ling as the company is convinced it's driving the topline. 

During Q3, Presley said that installation services were "additive to sales" and he believes these services will help improve the LL brand and increase access to a wider consumer market. He pointed out that LL is not "fully deployed" in terms of installation, so CMO Marco Pescara and his team have "carefully" started to introduce installation into the overall marketing plan. 

added marketing duties to his title last year. This, plus the addition of a new CEO and a focus on returning to profitability, places LL back on our Vulnerable Account Index. 

Additional Information

Media Spend: Last year, LL spent $41.9 million on measured media last year – a drop from $53.8 million in 2014 (according to Kantar Media). Most of 2015′s spend was allocated to broadcast ads ($27.8 million) and the remainder went mostly to print ($7.8 million), radio ($3.4 million) and display ads ($1.7 million).

National TV Spend: So far this year, LL has spent $25.6 million on national TV spend, according to

For the same period 2015, LL's TV spend was $17.4 million - 32% less than 2016. Keep in mind that this is also much more than the same period 2014 ($10.8 million).

Digital Breakdown: Per Pathmatics, LL has spent $1.9 million on desktop display ads (305 million impressions) and $1.8 million on online video ads (71.2 million impressions). An additional $141,000 has been spent on mobile ads (22 million impressions). See below for impression/site breakdown,

Desktop: Spend on desktop ads has spiked in the last month and most impressions were bought site direct (66%) or through Google AdX + AdSense (32%). Top desktop destinations include: and, as well as and (Scripps Network Digital).

Online Video: Video spend was weighted heavily to Q1, dropped off for a while, and like desktop, has spiked again in the last month. Majority of these ads were placed site direct (93%). Top video destinations include: (Time),, (CBS), (Comcast NBC Universal) and

Mobile: Most mobile ads were placed site direct (86%), but unlike desktop and video, have dropped off since May. Top mobile destinations include:,, and 

Total digital spend (desktop, video and mobile) for the same period 2015 was $1.8 million.

Lumber Liquidators Holdings, Inc.
3000 John Deere Rd.
Toano, VA 23168
(757) 259-4280

Marco Pescara 
Chief Marketing & Merchandising Officer
(757) 259-4294

Amy Bickers 
Vice President & Director, Strategic Media – Eicoff

Nancy Schieber 
Senior Media Supervisor – Eicoff