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Havas Worldwide Contacts
|Frank M.||Chief Financial & Operating Officer||NY|
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|Nancy W.||General Counsel - Euro RSCG Worldwide||NY|
|Rich R.||Chief Creative Officer & Managing Director - Adrenaline||NY|
|Patti C.||Chief Talent Officer||NY|
|Yvonne B.||Chief Network Initiatives & Communications Officer||NY|
|******||AOR - creative||2004||present||*****|
|******** **** ********** & ******** *********||AOR - creative||2012||present||*|
|**** ******||Media Buying, Media Planning||unknown||present||*|
|*********||AOR - creative, digital, social||2005||present||*|
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Score 64 - On the Brink: Weight Watchers names new CEO amid turnaround
Sobecki also added during the call that WW is continuing to refine its promotional strategies and "strengthen its capabilities" across all areas of the marketing mix, including broadcast, digital and social channels. He also pointed to the continued benefits of Oprah's involvement with WW, which garners "significant" media coverage for WW. In addition to the winter season TV campaign, WW recently launched a new subscriber feature, "Connecting with Oprah," where she "inspires and engages with members."
WW just kicked off its spring TV campaign on May 2 (seen above), debuting the "That WW Feeling: Part Two," which has aired during "The Voice," "Chicago PD, ""Greenleaf," "House Hunters" and "Pretty Little Liars" (your friendly neighborhood analyst's guilty-but-I-don't-feel-guilty-about-it pleasure). It should come as no surprise that for the year so far, the Oprah Winfrey Network is the No. 5 network to receive WW spend - behind NBC, FOX, ABC and CBS.
Sellers - continue looking for TV, digital DR and social dollars, particularly those that are female-focused (unlike competitor Nutrisystem, WW seems singularly-focused on the female market). While site membership is indeed on the rise, this comes after a few consecutive quarters of struggles, so WW is likely open to strategies that will appeal to its customer base and convince them to join (or rejoin) the program. Focus on Q1 dollars, as 40% of WW's annual member recruitment "and a disproportionate amount of annual marketing expense" occur in Q1. Additionally, Sobecki told analysts on the call that 2018 planning "has been and continues to be underway," so time is of the essence here, sellers.
Jenny McCarthy. WW is certainly not the only weight loss program to utilize celebrity endorsements, so sellers and agency readers who can help WW differentiate itself within this strategy should be reaching out. The company will likely also be open to readers who can help tout its value over that of fitness trackers and free apps.
Sobecki also stated that WW was "confident" in its marketing approach, but they have said this for years, even as they bring on new agencies for project-based work. Because Q1 receives such focus from WW, if a new agency is going to be brought on board, look for it to be sooner rather than later in order to have work ready for next weight-loss season. Remember that the company just "retooled" its message last August, continuing its "transformation agenda" (more here).
Agencies - WW dropped W+K as creative AOR in late February 2015 and was reportedly looking for a replacement (research Horizon.
Experience: As mentioned above, Grossman is joining WW from HSN, where she served as CEO for about nine years. prior to her time with the home shopping company, she held executive-level positions with Nike and Ralph Lauren.
National TV Spend: For 2017 thus far, WW has spent $41.2 million on national TV spots, according to iSpot.tv. In fact, 19 spots have been run this year, with new spots debuting every month this year (except February). Of the spots that have run this year, five debuted in the last days of 2016, five in January, six in March and one each in April and May.
Note that spend is down slightly from the same period 2016 ($43.5 million, but given how much WW spends, this is only a 5% decrease.
For full 2016, $66.6 million was spent on national TV ads, meaning Q1 and Q2 received the most spend. The remaining spend was deployed during September and October. See chart for show targeting since last year.
Note that the $5.2 million spent during the first four months of 2016 was nearly all of WW's digital display spend for the entire year. In fact, less than a million was spent during the remainder of the year.
Since Jan. 2016, WW's $8 million has been allocated to desktop (78%), mobile (14%) and online video ads (8%). See chart for impression sources and spend share. Top ad destinations include: about.com/health, answers.com, ebay.com, oprah.com and yahoo.com.
Weight Watchers International, Inc.
11 Madison Ave.
New York, NY 10010
Chief Marketing Officer
Vice President, Digital Marketing