It’s almost that time of year, when all the morning telly presenters start complaining about Christmas getting earlier every year. They don’t know you’re looking past Saint Nick and you’ve already set your sights on Saint Valentine.
In your world, the clocks have already gone back; New Year’s Eve is a happy drunken blur and, as you cast your eyes about for the first signs of spring, you’re also scanning for the best opportunities of early 2017.
Back in April, the Internet Advertising Bureau UK reported that UK advertisers spent 7.5% more on digital ads in 2015 than in 2014, taking expenditure over £20 billion for the first time. The report predicted that 2016 and 2017 expenditures would continue their upward trend. For Valentine’s Day, this means ad spikes in flowers, chocolate, jewellery and perfumes—and now is the time to romance those media managers if you want to get your hands on their ad budgets.
Lindt & Sprungli
The Swiss company, who we believe know a thing or two about chocolate, recently promoted its president, Ernst Tanner, to executive chairman, and moved financial chief, Dr. Deiter Weisskopf, into the CEO’s office, effective from 1st October. A press release on the Lindt & Sprungli site says three new members will join Group Management in the new year. All this means that there may well be a new set of marketing directors for you to woo, and they may bring in new leadership teams down the line. Look for these changes as Lindt pursues its aggressive growth plan to separate itself from the likes of Valrhona, Scharffen Berger and Godiva as the best premium chocolate brand available across the globe. MediaCom UK handles media for Lindt at the moment, but if MediaCom are destined to be sitting alone in their room listening to Adele in the new year, we might be in for something interesting as they try to get one more great result.
It’s not just digital that increased last year—direct mail and out-of-home also saw small bumps in spending. The New Zealand florist says “let’s stay together” to Hub, the Leeds-based creative agency, who’ll be redesigning the Flying Flowers’ ad brochure and will lead design for future catalogues as part of an extended brief. The monthly mailout accounts for a substantial portion of the retailer’s business, and you should consider talking to the good people at Carat Leeds, which handles Flying Flowers’ media planning and buying.
Parfums Christian Dior
In the wake of the re-opening of Dior’s fragrance lab, La Château de La Colle Noire, the perfumer let Aimee Woods know she was always on their mind by promoting her to lead its marketing team. Her ascent from sales admin assistant at Estee Lauder is a testament to her nous in luxury goods, brand development and fragrances. KR Mediacom has been Dior’s partner since 2010, so that’s a relationship that’s a £2.9 million account that’s overdue for a review in the near future.
After taking its concept store count in the UK to more than 200, digging up a staggering 20% year-over-year growth in the process, the jewellery retailer is set to lose Peter Anderson, its managing director for the last eight years. In an interview, Anderson revealed that the split is amicable and he’ll help Pandora say hello, wave goodbye as he helps them find his successor. The top marketing position is currently split between Emma Hedges and Liz Hart, while Bianca Nesgaard made the step up to global digital experience director. If you’re looking to make a splash with the new hierarchy, Cream UK handles Pandora’s digital while Fold7 covers creative. Note, too, that Pandora has been running fewer ads this year, but has increased the percentage of site-direct placements compared to programmatic.
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