Hill Holliday | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(617) 366-4000|
|Main Fax||(617) 366-8364|
Hill Holliday Contacts
|Lance J.||Chief Creative Officer & Executive Vice President||MA|
Sample of Associated Brands
|Lesley B.||Chief Strategy Officer||MA|
|Karen K.||Chairman & Chief Executive Officer||MA|
|Ruthanne R.||Chief Human Resources Officer & Executive Vice President||MA|
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Millennial Media Opps: Planet Fitness launches new campaign amid CMO search (Score 41)
Update: Hill Holliday. The effort, "Pull-ups," continues PF's focus on being a judgment free zone. It is currently only running through social media, but should expand to digital and TV in the future since those are big mediums for the gym franchise.
Previous spots advocating the judgment free zone aired for about a month before becoming inactive, so make sure you're reaching out ASAP for revenue. After that, focus on Q1 (weight loss season is January-July) and Q4, their top spending periods. Almost half of Statsocial reports a slight female skew.
Pathmatics reports YTD digital display has increased to $1.1 million, though top sites have switched to youtube.com, finance.yahoo.com, iheart.com, wmur.com and yahoo.com. Read about the rest of their recent spending plans and spending information below.
Agency & martech readers -- as noted, PF is in the process of looking for their first CMO, and according to CEO Chris Rondeau, they will help fuel the company's aggressive growth "with an increased focus on things like data and technology, optimizing [their] national and local advertising funds and the development of exciting new partnerships." The announcement strengthened PF's position on the in December.
In other words, you should start sending pitches their way or continue sending pitches their way. Digital agencies will likely have the biggest advantage. Competition will likely include Hill Holliday, which was hired mid-2016 to lead creative, strategy and traditional and digital media.
Below was originally published 5/17:
Planet Fitness CEO Chris Rondeau announced in their Q1 earnings call that they are searching for a CMO, a newly-created position for the company. He said the new decision maker will help fuel the company's aggressive growth "with an increased focus on things like data and technology, optimizing [their] national and local advertising funds and the development of exciting new partnerships."
The new role strengthens PF's position on the Hill Holliday, which was hired mid-2016 to lead creative, strategy and traditional and digital media.
Sellers - PF is still working on aggressively expanding the number of fitness centers and has continued their spend increases to follow suit. Remember, however, that once a new CMO is chosen, they'll start shifting spend to focus heavily on the channels Rondeau mentioned.
iSpot reports a year-to-date (YTD) national TV spend of $17.5 million on millennial-focused programming (see show targeting right). 2017's spend was $23.5 million, up from 2016's $8.8 million.
Pathmatics reports a YTD digital spend of $959,600, which was mostly placed direct (90%) onto sites like youtube.com, wmur.com, iheart.com, yahoo.com and walmart.com. 2017's spend was $1.2 million, up from 2016's $800,000.
Kantar reports they also spend heavily on radio and print. Hookit states their sponsorships include the Cavaliers and the Quicken Loans Arena.
Almost half of Statsocial reports a slight female skew. Q1 (weight loss season is January-July) and Q4 are their top spending periods, so people can get a hot summer bod after stuffing themselves like a turkey during the holidays.