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Wavemaker | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone (212) 474-0000
Main Fax (212) 474-0001
Primary Address
175 Greenwich Street
New York, NY 10007
USA

Wavemaker Contacts

Contacts (5/165)
Name Title State
Fran K. Senior Partner & Director, Strategic Planning - MEC NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 474-0000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 175 Greenwich Street

New York, NY
10007
USA

Amanda R. U.S Chief Executive Officer NY
Timothy C. Chief Executive Officer - GroupM North America NY
Sarah S. Partner & Senior Director, Digital Strategy NY
Denise W. Managing Partner & National Broadcast Talent Director NY

Client Relationships


Brand Service From To Media Spend
******* Media Buying, Media Planning 2014 present *****
********* Media Buying, Media Planning 2017 present *
******* Media Buying, Media Planning 2018 present ****
***** ******* Media Buying, Media Planning 2018 present *
***** ******* Media Buying, Media Planning 2018 present *

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WinmoEdge

Male Media Opps: Schick Hydro launches new campaign, increasing spend


earlier this year. "The Man I Am" features three videos staring real people, not actors, who were chosen based upon content they posted about themselves. The videos will air across social media, digital and TV. 

The efforts will tie into Movember, an annual event held in November to raise awareness of men's health issues. Schick Hydro is the official razor brand of the event and has tapped NBA star Kevin Love to star in a web video series called "Locker Room Talk" to support. The series will debut in late October.

Thus, sellers should reach out for dollars tied to this campaign and Movember. Since younger consumers prefer brands that go against gender stereotypes and support a cause, those with high reach among Gen-Z and millennials will have the advantage. Of course, this campaign has a male skew, but Schick also has women's razors. Their planning period is Q3 and their buying period is Q2. 

Late last year Schick sponsosred The Game Awards 2017 ("The Best Debut Indie Game - Presented by Schick Hydro"), so expect similar partnerships. Maybe they will have something to do with eSports since the industry is seeing Newzoo reports half of the eSports audience is 21 to 35 and 27% is 10 to 20, fitting the demographic Schick is gearing towards. 

Their budget is dominated by TV, but expect digital to rise since Harry's.

iSpot reports a YTD national TV spend of $67.1 million and $4.9 million of that has been dedicated to the new spots, which began airing 8/26 on male-focused programming (see targeting right). Overall targeting for Schick has a millennial skew (see other chart; right). Spend in 2017 totaled $67 million and spend in 2016 totaled $63.2 million.

Pathmatics reports a YTD digital display spend of $4 million, an increase from the $1.8 million spent in the same timeframe of 2017, a full 2017 spend of $1.8 million and a 2016 spend of $1.7 million. This year ads are placed primarily direct (98%) onto sites like youtube.com, espn.com, coupons.com, fivethirtyeight.com and nhl.com. Ads last year were placed direct (66%), via Amazon (30%) and via The Trade Desk (2%) onto sites like amazon.com, coupons.com, youtube.com, nhl.com and elle.com. 

Schick did not allocate anything to print spend in Q1 2018, according to Kantar, but did spend almost $10 million on the medium in 2017. Thus, expect a return.

Agency & martech readers -- since reviews typically follow one another, media agencies with CPG experience should reach out for work at Edgewell and its brands. Wavemaker has handled the media buying & planning account since 2007, longer than average agency tenure (3 to 4 years).