Deutsch, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(212) 981-7600|
|Main Fax||(212) 981-7525|
Deutsch, Inc. Contacts
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|Tom E.||Chief Financial Officer||NY|
|Erica G.||Partner & Chief Operating Officer||NY|
|******||Creative, Digital, Social||2013||present||*|
|******||Creative, Digital, Social||2013||present||*****|
|******** ***** ***********||AOR - creative||unknown||present||********|
|********-***** *********, ***.||Creative, Digital, Social||2016||present||********|
|******||Creative, Digital, Media Buying, Media Planning, Social||2009||present||*|
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Score 89 - Review Imminent: #166 Outback Steakhouse names new CMO
Outback has been undergoing a brand repositioning the last year, starting with the "Steak Authority" campaign last spring. The goal of this initiative was not only a brand repositioning, but also to increase lunch revenue, so sellers should keep this in mind when reaching out. In addition to touting its lunch menu, Outback traditionally airs advertising support around celebration occasions, such as Mother's and Father's Day. Most targeting - both TV and digital - is targeted to its male audience through sports sites/events.
Agency readers - a new CMO is the No. 1 indicator that an agency review will occur. For Outback, it is most likely that creative will be first on the cutting board (currently handled by IPG's , New York has handled Bloomin’ Brands media planning and buying since 2015. Keep in mind, too, that Chris Brandt joined Outback parent Bloomin' Brands as chief brand officer last summer.
Experience: Gina Collins most recently served as CMO for struggling Build-A-Bear, but left the retailer in February after the company significantly reduced her role (more e).
Media Spend: Kantar Media reports that Q1 2017 measured media spend is $17 million, up 11% from Q1 2016.
For full 2016, Outback spent $73.1 million on national TV ads.
Digital Breakdown: YTD, Pathmatics reports that Outback has spent $340,000 on digital display ads (9 million impressions). The majority of these ads have been online video (89%), with some desktop spots, as well (11%). Most have been placed site direct (99%) on sites such as nba.com, espn.com, ncaa.com, pga.com and bleacherreport.com.
This is a decrease from the same period last year, when Outback spent almost $2 million (81.4 million impressions).
Outback spent $3.4 million on digital display ads for full 2016 (161.3 million impressions).
2202 North Westshore Blvd.
Tampa, FL 33607
Chief Brand Officer - Bloomin' Brands
Vice President, Product Marketing - Outback Steakhouse