Carat | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(212) 591-9100|
|Main Fax||(212) 508-4399|
|Andy D.||Chief Investment Officer||NY|
Sample of Associated Brands
|Ed G.||Client President||NY|
|William S.||Global President||NY|
|Michael E.||Chief Executive Officer||NY|
|Robert H.||Executive Vice President & Head, Operations||NY|
|*******||media buying & planning||2012||present||*****|
|****'*||media buying & planning||unknown||present||***|
|****** *******, ***.||AOR - media buying & planning||unknown||present||********|
|*****||Media Buying, Media Planning||unknown||present||********|
|***** **** & *****||Media Buying, Media Planning||unknown||present||****|
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Female Media Opps: Struggling Macy's shifting advertising strategy to boost ROI under new CMO
taking a page from Ron Johnson?) they'll move form endless promotions to running messaging around only four annual tentpole events for spring, summer, fall and the crucial winter holidays.
These changes, under new CMO Richard Lennox, are designed to re-energize loyal older customers, while attracting millennials to the 159-year-old brand . This should open up a variety of traditional and digital revenue for female-focused sellers during these selling periods, particularly Christmas. Make sure to include plenty of ROI language in your pitch, since Macy's is so enthusiastic about driving advertising efficiencies.
As such, digital sellers should expect online budgets to be higher than usual, though TV will still likely dominate spending - despite what execs said above. In fact, national TV spending has been up the past year, according to Pathmatics. So, who knows .
Dentsu Aegis's Amnet, Dentsu Aegis’s trading desk.
Agencies - We took Macy's off the VAI due to our own self imposed time constraints, but this account, like most legacy brick-and-mortar retailers, is perpetually vulnerable until they find ways to boost revenue much more efficiently. I recommend staying on top of all legacy retailers with creative AORs over 2.5-3 years on the job (average AOR tenure).
TV Breakdown: $244 million has gone to national TV since last June. up from $184.9 million a year earlier, iSpot.tv reports. Top targeted programming since last June includes "NFL Football," "The Tonight Show Starring Jimmy Fallon," "Good Morning America" and "The Chew."
Digital Breakdown: $14.9 million has garnered 1.5 billion impressions the past year, most of which, about 61%, has been desktop ads. Most of the remainder has been desktop video. About 76% of these impressions were bought site direct. The rest has mostly flowed programmatically through Amnet.
Top targeted sites include Conde Nast's vogue.com, youtube.com, refinery29.com, espn.com, aol.com, hulu.com, popsugar.com, weddingbee.com and iheart.com.
For comparison, $21.7 million was spent on 3.2 billion impressions a year ago.
Seven W. 7th St.
Cincinnati, OH 45202
Chief Marketing Officer
Manager, Digital Media
Director, Digital Investments - Carat, NYC
Driect Dial: (212) 591-9100 ext. 5038