McCann Worldgroup | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(248) 203-8000|
McCann Worldgroup Contacts
|Harris D.||Chairman & Chief Executive Officer||MI|
Sample of Associated Brands
|Suzanne P.||Global Chief Strategy Officer||MI|
|James W.||President - Detroit||MI|
|Peter L.||Executive Vice President & Executive Digital Creative Director||MI|
|Mark C.||Executive Vice President & Executive Creative Director||MI|
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Female Media Opps: Bob Evans Foods completes sale of restaurant locations to focus on refrigerated sides
Pineland Farms Potato Company (closed May 1), adding to its existing portfolio.
BEF recently launched two new products: Cheesy Southwest Potato Oven Bake and a White Cheddar Mac & Cheese. Hood said these new offerings are designed to appeal to existing customers looking for new options "to experience our brand, as well as attract new customers." Marketing and new products are all designed to support growth, and Hood pointed out that household penetration in the refrigerated side dish category has increased nearly 30% during the last 18-to-24 months.
Hood added that he thinks BEF now has a "balanced marketing strategy, no longer limited by capacity constraints or concerns." While he did not specifically say marketing investments would increase, he certainly danced around it enough to infer that increases are coming. Branded retail gains - rather than food service - is the number one priority of BEF moving forward, he added. This is particularly true for the West Coast - where the brand has been for three years, but does not enjoy the same brand awareness it does in the Midwest and Southeast.
Said Michael Townsley, "We're all ready to lean the brand west for the Rockies" (similar to what was said in the previous earnings call). He added that, from his perspective, if BEF can create some awareness, when they try out product, they will come back and buy it again." Therefore, getting the product into consumers hands in the first place is likely a high priority, particularly into the hands of female household decision makers.
Agency readers - Townsley also added that the company's research indicates that, from a marketing perspective, the "convenience aspect is huge." However, "you have to have quality for them to come back and say, wow, this is convenience without compromise." BEF Foods named UM was named media buying AOR (including search and paid social, traditional and digital media).
The shops are working together on brand strategy. So while these relationships are relatively new, their status could depend on the success of 2017's marketing, meaning work may be available for 2018 (so keep BEF on your radar).
Media Spend: According to Kantar Media, BEF spent $7.5 million on measured media in 2016 - up from $4.8 the year prior. About half of this was allocated to spot TV, with most of the remainder going to digital display & search, radio and outdoor ads.
National TV Spend: Since 2015, iSpot.tv shows that BEF Foods has only run two national TV spots - one in 2015 and one in 2016 (no national ads have been run this year). Given Townsley's remarks above, sellers should look for more regional TV revenue, particularly those right outside the Midwest.
Digital Breakdown: Last year, Bob Evans Farms spent $207,000 on digital display ads (8.9 million impressions), Pathmatics reports. About a third of the 30 ads run were for BEF Foods' products (the others were for the restaurant division). Of the digital display ads run last year, most were online video ads (89%). However, it seems that most of the ads for the BEF Foods' division were actually desktop ads. Majority of BEF's ads were placed site direct (96%).
Top sites for BEF Foods' ad destinations included cnn.com, yahoo.com, cbslocal.com, thesaurus.com and answers.com.
Bob Evans, Inc.
8111 Smithsmill Rd.
New Albany, OH 43054
Senior Vice President & Chief Marketing Officer
Vice President, Brand Marketing
Senior Marketing Manager