OMD | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(312) 324-7000|
|Main Fax||(312) 324-7292|
|Kate S.||Chief Operating Officer - OMD Worldwide||IL|
Sample of Associated Brands
|Lisa B.||Associate Director||IL|
|Christa M.||Group Director||IL|
|Jenna S.||Director, Global Business Leadership||IL|
|Laura D.||Group Director, Account||IL|
|*** ******||media buying & planning||unknown||present||****|
|********||media buying & planning||unknown||present||******|
|**** ******||media buying & planning||unknown||present||***|
|******* *******, ***.||media buying & planning||2007||present||******|
|********* ********** ** *********||media buying & planning||unknown||present||*|
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Millennial & Gen-Z Media Opps: PepsiCo increasing spend to combat declines
I hate to disappoint all of the readers who like Coca-Cola, but declining sales as Coke sees increases. But, the soft drink manufacturer is trying to turn itself around.
First and foremost, they will be increasing marketing spend. For specifics, in their earnings call, they said they need to market as aggressively as their top competitor (aka Coke). Maybe we'll be fortunate enough to see the return of the My personal favorite.)
Either way, they have confirmed they're continuing their profitable "Pepsi Generations" campaign, the one that features the Bubly and Mountain Dew Ice, as well as Pepsi Zero Sugar and Diet Pepsi. (These products will push Pepsi to appeal to today's health-conscious consumers.)
And, if they don't see positive impact from these efforts, Pepsi is considering separating its bottling operations.
So, start reaching out to see what revenue can be secured from these bigger budgets. As stated, they're appealing primarily to millennials and Gen-Z from here on out, though there is a slight male skew. Their top spending period is Q4.
iSpot reports a 12-month national TV spend of $187.3 million on male oriented programming (see show targeting right). The year prior's spend was $137.9 million.
Pathmatics reports a 12-month digital spend of $68.2 million, up from the year prior's $57.4 million. Most ads are placed site direct (93%), and top ad destinations include walmart.com, youtube.com, wikia.com, mtv.com and amazon.com.
Per Kantar, out-of-home dropped $66,967 from 2016 to 2017, print dropped $61,298 and radio increased by $2.6 million.
Hookit notes that Pepsi's sponsorships are primarily directed at American Football (51%) and they tend to sponsor individual athletes rather than entire teams.
Agency readers - since Pepsi is trying to turn itself around they may hire a few new agencies. OMD has been on the account for a while. Keep in mind that Pepsi pulled social media in-house in 2017.
Read more about WinmoEdge's take on Pepsi fall out from last year's tone-deaf spot featuring Kendall Jenner.