MediaCom | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning / interactive
- Main Telephone
- (212) 912-4200
- Main Fax
- (212) 546-2172
|Theresa C.||Senior Partner & Group Account Director||NY|
Sample of Associated Brands
|Vanessa N.||Senior Partner & Group Account Director||NY|
|Kevin A.||Partner & Account Director - B2B Specialist||NY|
|Frank Z.||Senior Partner & Group Account Director||NY|
|Lauren A.||Managing Partner & Account Director||NY|
|* **********||Media Buying, Media Planning||2014||present||*|
|* ***||Media Buying, Media Planning||2019||present||*|
|****||media buying & planning||2012||present||*********|
|*******||Media Buying, Media Planning||2015||present||*|
|****** *******, ***.||Media Buying, Media Planning||2018||present||********|
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Score 85 - Review Imminent: Reebok names new global marketing lead amid digital overhaul
since April 2018, depart to become president and general manager of Coca-Cola's Venturing & Emerging Brands division. To fill the vacancy, the athletic brand promoted Matt Blonder from global digital VP to global brand management, marketing and digital VP. When he joined Reebok in 2017, he brought experience as digital VP of Barnes & Noble, e-Commerce VP of Toys R Us and e-Commerce VP of Specialty Sports Venture.
The company also promoted Inga Stenta from senior global business growth director to global brand marketing head, effective January, to oversee global brand advertising, media, PR, social, retail/VM and creative. It hired freelance art director Jeremy Haunschild as associate global creative and digital brand director, effective April.
Please view lower-level shifts looking to hire an entertainment & influencer marketing director, as well as a digital activation manager and associate public relations manager.
Given the predominantly digital experience and focus of these new personnel, we'll likely see Reebok start to reverse its digital declines and invest more heavily in the medium. The brand may hire a digital AOR to assist with such a shift, so agencies and martechs should reach out. (Don't forget leadership shifts are also likely when new marketing leaders are brought on.) We don't know who currently handles digital for Reebok, but you may see competition from in July 2018. Focus pitches on assisting Reebok with its digital overhaul, which Blonder recently shed some light on.
In an interview with Retail Dive, Blonder said Reebok's digital strategy was "muddy," "dark," "angry" and "hyper masculine" when he started. Therefore, he revamped it to be more friendly towards younger demographics and towards women. As of right now, he is continuing to make it more friendly (he said "there's more than just the two genders" and he wants to appeal to everyone) and is building a personalized e-Commerce experience. You may remember than Reebok launched its first loyalty program, Unlocked, in April.
This digital overhaul pairs with Reebok's overall turnaround plan, which will see it be a "growing Reebok" and a "profitable Reebok" by 2020. In the recent earnings call of parent company Adidas, it was revealed that the turnaround plan also includes a revitalization of the brand and "attractive products."
Keep in mind, though, that the digital overhaul will not see Reebok cease use of its another channels. For example, national TV spend shot up this year, and Reebok still has a steady investment in outdoor, print, radio, earned media, experiential, social media and sponsorship channels. Of course, all strategy could change if Shaquille O'Neal acquires the brand like he wants to.
Therefore, sellers who wish to become a part of this new Reebok should pitch omnichannel strategies led by digital and TV. Since Reebok wants to become more friendly for younger generations and become more inclusive of everybody, those with high reach among the broad millennial and Gen-Z population will likely have the advantage.
You might be able to secure last-minute revenue from Reebok's "maternity apparel.) You can also try to join planning conversations in Q4 and buying conversations in Q3.
iSpot reports a YTD national TV spend of $7.8m placed on Gen-Z and millennial-focused programming (see targeting right). Spend in the same timeframe of 2018 totaled $3,845, full 2018 spend totaled $4,035 and spend in 2017 totaled $307,474.
Adbeat reports digital display over the last 12 months has totaled $2.9m, a massive decrease from the $12.7m spent during the 12 months prior. Ads are placed primarily via Google (71%), direct buy (17%) and YouTube (7%) onto sites like youtube.com, fashionbeans.com, refinery29.com, bustle.com and billboard.com.