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The Tombras Group | Agency Profile, Contacts, AOR, Client Relationships




Service: integrated

Main Telephone (865) 524-5376
Main Fax (865) 524-5667
Primary Address
630 South Concord Street
Knoxville, TN 37919
USA

The Tombras Group Contacts

Contacts (5/23)
Name Title State
Charlie T. President TN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (865) 524-5376
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 630 South Concord Street
Knoxville, TN
37919
USA

John W. Chief Marketing Officer TN
David J. Senior Vice President & Lead Digital Strategist TN
Nigel C. Chief Strategy Officer TN
Dooley T. Senior Vice President & Group Account Director TN

Client Relationships


Brand Service From To Media Spend
******* ******* Creative unknown present *
****** ****** Media Buying, Media Planning 2017 present *****
****’* **** ***** ***** Creative, Digital, Media Buying, Media Planning, Programmatic, Social 2014 present ******
******* ******** ********* Media Buying, Media Planning 2016 present ******
******* *****, ***. Media Buying, Media Planning 2016 present *******

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WinmoEdge

Score 70 - Account in Jeopardy: Orangetheory Fitness names chief brand officer after first TV ads


Update (4/5): We've received word that Orangetheory Fitness, the Boca Raton, Fla-based boutique fitness chain, as added Kevin Keith as chief brand officer. This appears to be a newly-created position for the brand, and one that should signal more marketing strategy changes. Keith most recently served as chief strategy officer for JWT, Atlanta. 

Add to this that Marketing Director Scott Breault has left OT to become CMO for Pure Barre. Agency readers - not one, but two marketer shifts at the fitness chain means you should be reaching out and letting the team know you are here to here). Read more about OT's first TV ads below.

According to e ads have been desktop video (95%) and were mostly placed through DSP MediaMath (60%) and ad network YuMe (31%).

Top ad destinations include: rawstory.com, accuweather.com, christianpost.com, christiantoday.com and androidauthority.com.

Update (1/12): The rapidly-expanding fitness studio has launched its first TV ads in an effort to further raise brand awareness. The new spots mark a slight shift in strategy for the company, which previously relied on social, mobile and local marketing. However, OTF will not abandon digital efforts and will, in fact, continue to allocate most of its budget there in 2017. Rather, the new spots are intended to supplement the growing digital efforts, not replace them. 

The new spot was created by here). The campaign, title "Keep Burning," will receive more than $5 million in media spend, according to OTF national director of marketing Scott Breault. TV spots will run through January on networks such as E! and Bravo in OTF's largest markets, including Atlanta, Chicago, Denver and Miami.

Following the TV spots is the "There is no after" digital campaign, which will feature Erin Andrews as brand ambassador (more below).

Below posted 10/19;

 Added Erin Andrews as its newest brand ambassador, just in time for its 2017 marketing campaign. "There is no after," which is slated to kick off on January, will show how OTF's members are constantly in a state of improvement. Andrews was brought on board just as OTF opened its 500th studio in Seattle, marking a 69% increase in studio openings for 2016 from the same time last year. And plans are only getting more aggressive: for 2017, OTF plans to hit the 700 studio mark.

Therefore, look for increased digital, mobile and social engagement, particularly with healthy lifestyle females. However, print is still the largest spend channel for OTF, so there should be plenty of print revenue, as well. Keep in mind that OTF named last fall, so while creative may not be on the table yet, the results of the 2017 campaign could put them on the chopping block.

Additional Information

Media Spend: According to Kantar Media, OTF spent $475,000 on measured media in 2015, the bulk of which went to print (magazine) ads. 

Digital Breakdown: Pathmatics reports that OTF spent $33,000 on digital display ads in 2016 (5.6 million impressions). Unsurprisingly, most of these ads were run during Q1, so be sure you are reaching out now to secure Q1 2017 revenue. Ads were placed through AppNexus' DSP (41%) and site direct (57%) on sites such as chron.com, rollingstone.com, wikia.com, thesaurus.com and runescape.wikia.com.

Orangetheory Fitness 
6000 Broken Sound Pkwy. NE
Boca Raton, FL 33487
(954) 530-6903

Kevin Keith
Chief Brand Officer
(954) 530-6903
kkeith@orangetheoryfitness.com