Digitas | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(617) 867-1000|
|Main Fax||(617) 867-1111|
|Sandra S.||Chief Diversity Officer||MA|
Sample of Associated Brands
|Jason K.||Global Chief Data Scientist||MA|
|Sue D.||Executive Vice President & Executive Creative Director - Boston||MA|
|Jonathan T.||Executive Vice President & Head, Strategy- North America||MA|
|Keith O.||Senior Vice President & Head, Content - Boston & Detroit Regions||MA|
|*****, ***.||creative, digital||2012||present||********|
|**** ** ******* ***********||digital||unknown||present||********|
|********** ******||media buying & planning||unknown||present||******|
|******' ******, ***.||loyalty marketing||2011||present||*******|
|******’ ******||loyalty marketing||2011||present||*********|
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Score 86 - Review Imminent: Bank of America promotes CMO
Verdone's focus should include winning back and attracting new consumers, especially the millennials who are wealth management (Merrill Lynch) customers.
As such, agencies with deep financial industry client experience, especially those with proven ability to engage 30-something mature millennials, should pitch their expertise.
Adding to the vulnerability of BofA, their entire agency roster is past average AOR tenue (2.5-3 years). Your competition for work will include IPG's only a few weeks later.
However, do keep in mind that Finucane is still around and Verdone has been with BofA for many years, meaning the chance of a roster shake up is lower than if an outside CMO was hired. But, the account is still certainly vulnerable.
Sellers - BofA has a massive ad budget that supports B2B and consumer campaigns. Traditional and digital spending has been down the past year, hopefully a trend that will change, but there's a ton of revenue in play here. During the coming weeks, focus particularly on campaign revenue (male skew) supporting mobile automated banking, travel rewards credit card.
Boston office. We'll keep you posted as we learn more.
Experience: Verdone has been with BofA since 1999. Before the CMO promotion, she served as a enterprise, consumer and wealth management marketing executive
TV Breakdown: $64.4 million has gone to national TV ads since May (see show targeting), down from $92 million during the same period a year earlier, iSpot.tv reports.
Digital Breakdown: $26.4 million has garnered almost 2 billion impressions the last year, half the amount spent a year earlier. Pathmatics shows that ads have been almost 60/40 desktop and desktop video. Most were bought site direct, but a small amount flowed through the Advertising.com ad network.
Top targeted sites include bloomberg.com, mlb.com, aol.com, espn.com, Gannett's nba.com, Gannett's usatoday.com, washingtonpost.com, Scripps hgtv.com, youtube.com, wjc.com and CBS Interactive's cbssports.com.
Bank of America Corporation
100 North Tryon St.
Charlotte, NC 28255
Chief Marketing Officer
(617) 434-3412 (Boston office)
Head, Digital Media & Search