R/GA | Agency Profile, Contacts, AOR, Client Relationships
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| Main Telephone | (312) 276-5300 |
| Main Fax |
R/GA Contacts
| Name | Title | State | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| AJ H. | Vice President, Executive Creative Director | IL | ||||||||||||||
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Sample of Associated Brands
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| Tyler M. | Associate Director, Strategy | IL | ||||||||||||||
| Charles C. | Executive Director, Production | IL | ||||||||||||||
| Lizette M. | Creative Director | IL | ||||||||||||||
| Derek H. | Associate Creative Director | IL | ||||||||||||||
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WinmoEdge
Female Media Opps: McCormick & Co increasing brand marketing investments (Score 43)
During the Q1 earnings call, McCormick CEO Lawrence Kurzius mentioned that the company will continue to increase its brand marketing spend. While modest increases were made during Q1, Kurzius said that McC expects an greater increase in marketing spend in Q2 (March to May). "We have an expectation about strong growth and we're leaning into that growth with our spending and I think we'll continue to do so as we go through the year, " said Kurzius.
Sellers, remember that McC consolidated digital media with media AOR shift two-thirds of its marketing to digital media (from traditional). Last year's media spend was up $15 million over 2015, so look for these increases to remain in place for 2017. Look specifically for increases around Zatarain's, Kitchen Basics and Gourmet Garden products. McC is currently targeting those seeking recipes, particularly millennial consumers.
IPG sibling Sawtooth appears to still have traditional creative and has had it since 1997. This is well past average AOR tenure (2.5-3 years), making it even more vulnerable for change.
Additional Information
National TV Spend: So far this year, McC has spent $7.8 million on two national TV spots, both of which began airing last year. This is up 44.4% from Q1 2016 when $5.4 million was spent,
For full 2016, McC spent $22.9 million on TV ads, run mainly during the spring and fall. This was up slightly from 2015's spend, which was $20.7 million. See chart for show targeting since Jan. 2016.
Digital Breakdown: Through Q1 2017, Pathmatics reports that McC has spent $2.2 million on digital display ads (143 million impressions). This is up from $479,000 spent during Q1 2016 (124.9 million impressions).
Since Jan. 2016, $6.8 million has been spent on digital display ads (904.2 million impressions). Most of these ads were desktop (71%) and the remainder have been desktop video (18%) and mobile ads (11%). See chart for impression sources and spend share.
Top ad destinations include evite.com, espn.com, youtube.com, allrecipes.com, cookinglight.com and coupons.com.
McCormick & Company
18 Loveton Circle
Sparks, MD 21152
(410) 771-7301
Virginia Jordan
Vice President, US Consumer Marketing
(410) 771-7301
virginia_jordan@mccormick.com
Jennifer LaFrance
Director, Global Digital Strategy
(410) 527-8093
jennifer_lafrance@mccormick.com
Jeff Knabe
Senior Marketing Manager (promoted June 2016)
Direct Dial: (410) 527-8430
jeff_knabe@mccormick.com
Mike Malley
Integrated Investment Manager – UM, NYC
(646) 376-1907
michael.malley@umww.com
Brendan Murphy
Manager, Portfolio Management - UM, NYC
Direct Dial: (646) 376-1744
brendan.murphy@umww.com