Toth + Co. | Agency Profile, Contacts, AOR, Client Relationships
Service: creative agency
|Main Telephone||(617) 252-0787|
|Main Fax||(617) 252-0838|
Toth + Co. Contacts
|Jack S.||Chief Operating & Financial Officer||MA|
Sample of Associated Brands
|Tyrone S.||Executive Director, Account Management||MA|
|Katie H.||Digital Project Manager||MA|
|Janice M.||Business Affairs Manager||MA|
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Female Media Opps: Not Your Daughters Jeans names new C-level execs, promotes CMO (Score 40)
Subject: Digital, social media, online, video, print
Company: Not Your Daughter's Jeans (NYDJ), headquartered in Vernon, CA, manufactures, markets and distributes premium denim apparel throughout the country and internationally.
Opportunity: After being acquired in January 2014, the pioneer in slimming denim has undergone multiple leadership changes. Recently, the company named Levi Strauss & Co. veteran Lisa Collier as CEO. Additionally, CamelBak executive Jason Frame was appointed as CFO/COO, and marketing VP Kate Foster Lengyel has been promoted to EVP and CMO.
These executive shifts come as NYDJ started the year with a new ad campaign. Featuring model Christie Brinkley, body activist Ashley Graham, and TV personality Lana Ogilvie, "Fit to Be" highlights the strength and beauty of women of all sizes and ages. The campaign debuted in January through social media, print and digital platforms, and is set to run through the end of the year.
Foster has been NYDJ's head of marketing since 2011, so it's likely her promotion is more recognition of a job well done than a harbinger of major strategy changes. But, CMO promotions are still a small new business trigger. And, accompanied with the other recent C-suite changes and other variables such as AOR Toth+Co's longer than average AOR tenure, this account could be in play by next year.
So, start getting on Foster's radar immediately to secure mature millennial women engagement work.
NYDJ top ad channels are print, digital and social media, according to Kantar Media. TV and digital outlays have been down in recent years, but look for that to change. With three new personalities starring in its ads, its possible that TV could work its way back into the budget under new leadership.
Therefore, female fashion focused sellers should reach out to pick up any last minute campaign dollars and lay the groundwork for 2017 buys.
Experience: Collier joins NYDJ from Levi Strauss & Co. where she spent the last 14 years in multiple leadership roles. Most recently, she was president of global Dockers and chief transformation officer.
Before joining NYDJ in her most recent role as VP of marketing and e-commerce, Foster, served as the VP of global marketing and communications for Juicy Couture. Prior to that she held multiple marketing VP roles at top fashion brands inlcuding Ann Taylor and Victoria's Secret.
Digital Breakdown: Since January, Pathmatics reports that NYDJ has spent $25,000 on 17 desktop ads (3.2 million impressions). Of these, 77% were placed site direct, while the remainder were purchased via ad networks Quantcast Ad Network (21%), Google AdX + AdSense (1%), Rocket Fuel (<1%) and Yahoo! Advertising (<1%).
Top ad destinations include oprah.com, whowhatwear.com, cnn.com (Turner Digital), myanimelist.net and weather.com (The Weather Company). Additionally, $2,900 has been spent on 16 mobile ads (1.1 million impressions) with 62% placed site direct. And $21,700 has been spent on three video ads (3 million impressions), all of which were bought through ad networks.
In comparison, during the same period in 2015, the company spent $244,700 on 62 desktop ads (25.3 million impressions), with 83% placed site direct; $57,500 was spent on 36 mobile ads (12.5 million impressions), with 77% site direct; And $206,600 was spent on 11 video ads (5.6 million impressions), all of which were placed site direct.
Not Your Daughter's Jeans
5401 S Soto Street
Vernon, CA 90058
President & Chief Executive Officer
Senior Vice President & Chief Marketing Officer