Eicoff | Agency Profile, Contacts, AOR, Client Relationships
Service: direct response
|Main Telephone||(312) 527-7100|
|Main Fax||(312) 527-7197|
Sample of Associated Brands
|Bill M.||President & Chief Executive Officer||IL|
|Francie G.||Senior Vice President & Media Director||IL|
|Mike P.||Senior Vice President & Executive Creative Director||IL|
|Margaret F.||Senior Vice President & Associate Media Director||IL|
|***||media buying & planning||1969||present||*******|
|****** ***||media buying & planning||1969||present||*****|
|******* ********, ***.||media buying & planning||unknown||present||*|
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Rumor - #473 KT Tape moves media account? (Score 46)
Sellers - even though KT's marketing and advertising spend has been low previously, the hire of a media agency specializing in DR TV signals that it's on the way up.
Agency readers - Last year, KT tapped Taylor to assist with PR (along with social media and digital marketing). All other strategic planning and brand positioning is handled in-house (e.g. creative work for social content). While the company does not currently run TV, radio or outdoor ads, CMO Russell Schleiden mentioned that "sometimes, we'll hire an agency and outsource certain work like an ad campaign." (more info below).
If the rumors of a media shift are indeed true, then this increases the likelihood of a creative review in the foreseeable future. The company's score is still in "Future Possibility" territory, but is now much close to "Close Watch" status in the VAI.
Read more about KT Tape below.
Update (4/13): KT Tape added CPG food marketing veteran Taylor West as marketing VP. West joins KT just after the athletic tape company announced it had extended its partnership with the US Soccer Federation (more info below). He joins CMO Russell Schleiden in KT's marketing department, and comes to the company from Kodiak Cakes, where he served as marketing VP for two years.
Readers - Schleiden has mentioned in recent interviews that KT Tape does not spend much on marketing, but the addition of a marketing VP with such a big CPG brand background could mean this is about to change (Schleiden was with Sparkling Ice and Hostess previously, as well).
West's arrival raises KT's score in our predictive agency new business model to 39 (from 16), meaning it is still in "Future Possibility" territory, but is inching closer to "Close Watch." Read more about KT Tape below.
Experience: West was marketing VP at Kodiak Cakes since 2015. Before that, he spent eight years at General Mills, rising to senior marketing manager for Green Giant, Muir Glen and Cascadian Farm.
Below was originally published on 3/31:
extended its partnership with the US Soccer Federation through 2020. Under the partnership, KT will continue to be the official kinesiology tape for all US soccer teams and programs - from youth national teams up to the US Men's and Women's National Teams. Additionally, Jozy Altidore will also serve as a KT Tape Ambassador. Skier Julia Mancuso and speedskaters Mia Manganello and Thomas Hong were also named to the brand ambassador team recently, the first winter sports athletes on the KT team.
Last January, KT named Russell Schleiden as CMO (more AgencySparks last summer, Schleiden mentioned that his focus for KT's marketing would be to build brand awareness mostly through earned media. When asked about weaknesses in KT's marketing, he said the company was still "just learning and growing the organization and the team," and that they had to work with limited resources from both a manpower and a dollar standpoint.
For now, look for continued experiential, sponsorship, grassroots and PR efforts that will introduce the brand to a larger active lifestyle crowd. Those who can provide the highest ROI will be received the best, and pitches should take the limited budget into consideration. Current efforts are focused on building brand equity through athlete and Olympic endorsements, so any additional marketing support will need to fit into KT's positioning as a "premium brand."
Agency readers - Last year, KT tapped Taylor to assist with PR (along with social media and digital marketing). All other strategic planning and brand positioning is handled in-house (e.g. creative work for social content). While the company does not currently run TV, radio or outdoor ads, Schleiden mentioned that "sometimes, we'll hire an agency and outsource certain work like an ad campaign."
Therefore, while budgets are still low, there could be potential project-based work to pick-up here. Note that he specifically told AgencySparks that he has "almost always" found agencies the "old-fashioned way: networking with peers who know people in the creative industry." For all of these reasons, KT's score is firmly in the "Future Possibility" category, meaning agency shifts are not expected for the next 15-to-18 months.
Competitors: According to medGadget, top kinesiology tape brands include: SpiderTech, RockTape, StrengthTape, Mueller and LP Support, to name a few.
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