Landor | Agency Profile, Contacts, AOR, Client Relationships
Service: brand consultancy & design
|Main Telephone||(212) 614-5050|
|Main Fax||(212) 614-4474|
|Thomas O.||Chief Strategy Officer||NY|
Sample of Associated Brands
|Tiffany V.||Chief Growth Officer||NY|
|Ashley R.||Senior Client Director||NY|
|Todd M.||Strategy Director||NY|
|Danielle P.||Director, Strategy & Employee Engagement||NY|
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Biz DM Digital Media Opps: Accenture taps UM as media AOR (Score 40)
Accenture's agency roster currently includes AdAge that UM would fit in well with this team. Agency readers, we know that media reviews tend to precede creative and/or digital reviews (and vice versa), so be on the lookout for possible shifts coming up by the end of the year. MEC had handled the account for 30 years, so moving away from a relationship that long could mean that other shake-ups are on the docket.
Remember that even though Taylor said UM would fit in with current roster shops, we've been through this before. MillerCoors David Kroll said the beer giant did not have immediate plans to make agency changes when he was they say the darndest things.
B2B sellers - Monday's not all bad. Sellers who can reach business decision makers (BDMs) will be top of the list for revenue, so reach out to in-house contacts who can put you in touch with the right UM team members. Q1 is traditionally Accenture's heaviest spend period, but a new media agency could signal that more dollars will be deployed in Q3/Q4 this year.
In addition to digital, social media and mobile channels mentioned above, look for print and outdoor dollars as well, since Kantar Media reports they are the company's highest spend channels.
Incumbent: WPP's MEC had handled media for Accenture since 1987.
Media Spend: Kantar Media reports that Accenture spent $19 million on measured media last year - spent mostly on print, outdoor and digital ads.
Digital Breakdown: According to Pathmatics, Accenture has spent $365,800 on digital display ads this year (21.6 million impressions). Ads were 56% desktop, 37% online video and 7% mobile and have run consistently in the first four months of the year. Also, they have been placed overwhelmingly site direct (99%) on sites such as techcrunch.com, wsj.com, marketwatch.com, washingtontimes.com and fortune.com. This is actually down slightly from the same period in 2016, when $474,000 was spent (18.2 million impressions).
For full 2016, Accenture spent $820,000 on digital display ads (50.5 million impressions). Ads were weighted the the first half of the year (Q1 was heaviest), and ad presence decreased as the year progressed. In addition to the sites mentioned in the previous paragraph, top destinations included bloomberg.com, economist.com and technologyreview.com.
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