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Kelly, Scott & Madison, Inc. | Agency Profile, Contacts, AOR, Client Relationships

Service: media

Main Telephone (312) 977-0772
Main Fax (312) 977-0874
Primary Address
303 East Wacker Drive
Eighth Floor
Chicago, IL 60601-1150

Kelly, Scott & Madison, Inc. Contacts

Contacts (5/51)
Name Title State
Joni W. President IL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (312) 977-0772
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 303 East Wacker Drive
Eighth Floor
Chicago, IL

Jonathan L. Chief Strategy Officer IL
David W. Executive Vice President & Treasurer IL
Sy C. Executive Vice President & Director, Strategic Planning IL
Mel G. Senior Vice President & Broadcast Director IL

Client Relationships

Brand Service From To Media Spend
******'* media buying unknown present ********
********* ********** media buying & planning unknown present ******
****** **********, ***. Media Buying, Media Planning 2017 present ****
***** ****'* ***********, ***. media buying & planning, digital unknown present ********
********** ********** ************ media planning unknown present *******

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H2 Media Opps: Gildan Activewear launches new campaign (Score 41)

OKRP moves the company in a new direction. That direction, in a shocking turn of events, is meant to appeal to millennials.

"Not Your Dad's Underwear" is an integrated campaign that is running across TV, digital, radio and print. The campaign also includes a brand partnership with Tinder, as well as social media elements. According to Marketing VP Rob Packard, the new "Next Generation of Underwear" was created in response to research that showed that millennials are "looking for new brands that they can make their own, not their parent's brands."

Sellers - especially those with a millennial male focus, should look for revenue across multiple channels, therefore. Note that Gildan typically runs a holiday campaign, so if you don't get dollars now, by all means, look to Q4 for potential revenue. Shelton was tapped as the brand's spokesman in an effort to appeal to female consumers, so it seems that females may not be top-of-mind for the foreseeable future.

In the recent Q1 earnings call, President and CEO Glenn Chamandy said that most of Gildan's advertising dollars are being spent on digital and social, so take that into account when seeking out dollars. Note that spend so far this year is actually down slightly from last year, but the launch of a new campaign could mean that spend will ramp up through the end of the year. 

OKRP was named creative and advertising AOR about a year ago (more Vulnerable Account Index, so we do not anticipate roster changes until next fall. 

Additional Information

American Apparel Acquisition: Early this year, Gildan agreed to acquire American Apparel (AA) to the tune of $88 million. Let the irony of a Canadian company winning an American company at auction wash over you - especially one that hung its proverbial hat on its American identity. I'll wait. The acquisition closed during Q1.

During the earnings call, Chamandy mentioned that Gildan sees a "big opportunity" in AA from an e-commerce perspective. He also mentioned that Gildan has its "Made in the USA' supply chain in place and has started to "ramp up" production to support demand. He also mentioned that the company has integrated all marketing functions to support the AA printwear business and is in the process of "assessing how to leverage this brand in e-commerce and retail."

Look a little further out for opportunity here, readers, as Chamandy told analysts that AA's impact will likely not be seen until Q4 or 2018 once e-Comm and manufacturing was fully operational ("We're very excited about how we can position once we get the inventory online.").

AA is just the most recent acquisition for Gildan. Over the past two years (give or take), the company has acquired Comfort Colors, Peds, Doris and Alstyle, to name a few. And according to Chamandy, "we're continuing to buy." 

National TV Spend: According to

For full 2016, Gildan spent $4.9 million on national TV ads. Ads ran in two flights: one from late March to September and a second from November through the end of the year. 

Digital Breakdown: YTD, Gildan has spent $94,000 on digital display ads, according to Pathmatics (4.3 million impressions). Ads were mainly split between online video (64%), desktop (21%) and mobile ads (14%), and were placed largely site direct (94%).  

Top ad destinations include,, and This is down from $167,000 spent during the same period last year.

For full 2016, Gildan spent $858,000 on digital display ads (66.3 million impressions).

Gildan Activewear
600 de Maisonneuve West
33rd floor
Montréal, QC 
H3A 3J2 Canada
(514) 735-2023

1980 Clements Ferry Rd.
Charleston, SC 29492
(843) 606-3600

Rob Packard
Vice President, Marketing & Merchandising
(514) 735-2023