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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Score 68 - On the Brink: Tempur Sealy new marketing SVP, CMO at ideal outreach period as spend increases
We took Vulnerable Account Index this month due to our own time constraints, but they've already crept back on. We've gotten word that they hired Tom Murray as SVP and CMO back in January. He joins the company from ADT, where he served as SVP of marketing.
Since Murray is at the ideal outreach period, start reaching out immediately with your pitches. IPG's Blue 449 is no longer on the account. Note, agencies with loyalty expertise or personalized expertise have a good shot of securing work here, too. According to the company's Q1 earnings call, they are beginning to shift their focus to direct advertising.
Other updates from the earnings call include higher marketing spend in general. CEO Scott Thompson said "advertising spend will be up versus 2017," and their spend is going to be heaviest during H2 "to drive customers into the market."
So, with the increased budgets underway, sellers with high ROI, especially through direct marketing initiatives, should be reaching out for revenue. The mattress giant appeals to everyone, but there is a slight female skew. As noted, they are focusing on spending more in H2.
Kantar reports out-of-home, print and radio all saw increases from 2016 to 2017. Out-of-home increased by $61,000 to $71,000; print increased by $197,000 to $312,000; and radio increased to $1.2 million from nothing. Remember, however, that Tempur is a broadcast heavy company (like I said, they want to reach everybody) and they've been trying to increase digital (research here).
iSpot reports a 12-month national TV spend of $46.6 million, which was aired on a diverse array of shows (see show targeting right). Spend for the year prior was $50.6 million.
Pathmatics reports a 12-month digital spend of $5.2 million, resulting in 749.4 million impressions. Spend for the year prior was the same, but only generated 604.4 impressions. This is likely because Tempur ridded themselves of nine programmatic channels to focus on placing ads directly (65%) and through Google AdSense (34%). Top ad destinations include youtube.com, biography.com, gocomics.com, rollingstone.com and nydailynews.com.