Initiative | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 605-7000|
|Main Fax||(212) 605-7200|
|Amy A.||Chief Executive Officer - US||NY|
Sample of Associated Brands
|David S.||Chief Communications Design Officer||NY|
|Hallie J.||Chief Client Officer - US||NY|
|Pele C.||Chief Strategy Officer - US||NY|
|Maureen B.||Chief Investment Officer||NY|
|* **||Media Buying, Media Planning||2017||present||********|
|*&*||Media Buying, Media Planning||2016||*|
|******** ****||Media Planning||2015||present||******|
|********** ********* ********, ***.||AOR - media buying & planning||unknown||present||*******|
|********||digital, media buying & planning||unknown||present||********|
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Score 93 - Review Imminent: Godiva selects new CMO, NA marketing head
Following last year's Godiva tapped John Galloway as their new chief marketing & innovation officer, effective October 22. He joins from a ten-month tenure as CEO of Beautiful Day, but prior to that served as CMO of Hard Rock International and VP of marketing at Gatorade. The majority of his experience lies with digital, CRM and experiential. He will lead Godiva's global marketing and innovation team.
Stateside, the company hired Caki Zamoiski Halprin as head of North American marketing & innovation, effective June. She joined from a 46-month tenure as director of marketing at Pret A Manger, and prior to that was a sales and marketing manager at Witchcraft. The majority of her experience lies with social media and digital.
In addition, the company hired former manager of marketing and analytics at Norwegian Cruise Line, Patricia Le, as senior manager of web analytics (September); former assistant product manager of body care at Bath & Body Works, Nathan Hopkins, as associate brand innovation manager of the chocolate category (August); former marketing manager at COSMO Restaurants, Cally Phillips, as trade marketing manager (September); and former marketing data manager at PR Business, Jason DuBro, as marketing innovation coordinator (September).
They promoted Judith Rubin from global head of consumer insights to global head of consumer insights & analytics (March); Samantha Landman from brand innovation manager - new store concepts & emerging category innovation to senior brand innovation manager - North American food & beverage lead (July); and Angela Fotopoulos from senior online marketing manager to marketing director of digital activation (March).
e-Commerce manager Erica D'Aloia left in February for the senior site optimization analyst position at Bed Bath & Beyond. e-Commerce associate merchandising manager Katherine Watson left in March to take on the merchandising manager position at Aaptiv.
These personnel shifts signal agency changes are imminent, but don't expect PR work since that account Initiative has handled that account since 2016.
Focus pitches on turning Godiva into a lifestyle brand with a single brand story since they wish to appeal more heavily to millennials. They are investing more in digital and TV, but since Galloway's and Halprin's experience lies in digital, I would use omni-channel pitches with digital at the forefront.
Sellers -- the spend increases will likely continue, so sellers with high reach among millennial women and gift-giving men should go after dollars. Their spend spikes during Q4 and around holidays like Mother's Day, Christmas and Valentine's Day, but you should also keep an eye on new products. They have launched a limited edition milk chocolate pumpkin spice truffle.
iSpot reports since running their first national TV spot in Q4 of last year (a total of $12.5 million), Godiva has only spent on $3,827 on the medium. However, I would expect another winter holiday push this year running on the same types of programming (see targeting right).
purchase channels onto sites like evite.com, coupons.com, sheknows.com, target.com and thrillist.com.
Kanter reports a Q1 2018 digital search spend of $15,818, a decrease from the $23,775 spent in Q1 2017, a full 2017 spend of $65,885 and a 2016 spend of $,169,276. Godiva typically runs through print, as well, though no spend has yet to be allocated through the channel this year. Last year, it totaled $27,187 and the year prior it totaled $40,687.