PGR Media | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(617) 502-8400|
PGR Media Contacts
|Regina T.||Executive Vice President & Managing Director||MA|
Sample of Associated Brands
|Sonny K.||Executive Vice President, Digital Media Strategy||MA|
|McKenzie L.||Vice President & Media Director||MA|
|Shey O.||Vice President, Digital Strategy & Measurement||MA|
|Jennifer C.||Media Director||MA|
|*****'* ********||media buying & planning||2005||present||**|
|******* ********* ********** ** *** ******||media buying & planning||unknown||present||*|
|******, ***.||Media Planning||2017||present||******|
|****||digital, media buying & planning||unknown||present||****|
|*** ******* ******** ****, ***.||media buying & planning||2011||present||*******|
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Millennial Female Opps: Vera Bradley launching new campaign at end of Q1
refresh program would continue into 2017, is planning a new campaign launch at the end of Q1.
During the recent Q4 earnings call, CEO Robert Wallstrom said that VB's transformation is taking longer than originally planned and that this year is expected to be another challenging one for the company. As such, one of the focus areas for the upcoming year is to "drive brand desirability through a robust marketing program."
The new campaign will expand upon the "It's Good to be a Girl" campaign initiated last year and will reinforce the brand message in a modern, fresh way. VB will also continue to partner with key influencers and increase partnerships that create content. Note that while the campaign will kick off at the end of Q1, it will continue to build throughout the year. So, look for H2 dollars, as well. VB is launching a new cotton collection in the fall, meaning there will possibly be dollars tied to the launch.
Recent marketing efforts for VB have included an "intensified emphasis" on influencers, social, mobile and video content and, per execs, impressions have increased nearly 20-fold since last year. This is due to VB's national ads, editorial content and gift guidance in publications such as People StyleWatch, InStyle, Glamour and Seventeen. Additionally, VB appeared in Oprah's "Favorite Things" holiday gift guide and online and digital ads that appeared on Hulu, Pandora and the Conde Nast network.
Sellers - CMO Theresa Palermo has said that she knows that "brands don't transform overnight." Therefore, look for continued digital, social and earned media work as VB continues to rebuild its brand base. An advantage will go to those with high-impact formats that will allow VB to leverage "micro-targeting" to speak to customers in a "truly personalized and individualized way."
Media Spend: According to Kantar Media, most of VB's measured media spend is allocated to print ads ($5.1 million through Q3 2016).
Digital Breakdown: For 2016, Pathmatics reports that VB spent $1.1 million on digital display ads (146.2 million impressions). The majority of these ads were desktop (85%) and mobile (11%), See chart for impression source and spend share.
Top 2016 ad destinations included instyle.com, popsugar.com, aol.com, sheknows.com and cosmopolitan.com.
Vera Bradley, Inc.
2208 Production Rd.
Fort Wayne, IN 46808
Chief Marketing Officer
Nadia Wendt Conti
Director, Digital Marketing & CRM (since February 2016)