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BBDO West Contacts
|Jim L.||President & Chief Executive Officer||CA|
Sample of Associated Brands
|Matt M.||Chief Creative Officer||CA|
|Evyn Z.||Executive Vice President & Group Account Director||CA|
|Linda D.||Senior Vice President, Finance & Human Resources||CA|
|Melissa M.||Senior Vice President & Planning Director||CA|
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Digital, TV Opps: Barefoot Wine launches national TV spot, increases marketing for new Refresh Spritzer concept
Subject: TV, digital, social media, online
Brand: E & J Gallo Winery, known for its unique portfolio of 17 different varietals and blends of red, white and sparkling wines.
Opportunity: In an effort to take on growing competition, the wine brand expanded its portfolio this summer by launching its portable pop-top can Barefoot Refresh Spritzers. To coincide with the launch of its new concept, the brand has been ramping up its marketing efforts.
For starters, there has been a spike in digital, per PiSpot reports. However, the ad has only aired once on NBC sports during minor league baseball and has cost the brand a low, low price of $861.
In the past, Barefoots top national TV spend period has been May- Sept., which makes the timing of the new spot seem slightly delayed. But, what's important to note here is that the drink was created to "add a touch of summer to any season," and although it will likely see its best sales during summer months, the brand may be looking to advertise through the fall in an effort to solidify its "any season" promise.
Although the brand's advertising efforts have attempted to target male and female millennial drinkers equally, we all know that female legal drinking age (LDA) millennials continue to make up a large portion of the wine drinking population. So, try as you might Barefoot, but you will eventually cave to this ever-dominating demographic. With that said, expect marketing efforts to continue to increase moving forward. Specifically, expect digital and social media to be the brands top marketing channels, but be sure to monitor the success of upcoming marketing initiatives, as this will determine where exactly ad dollars will go next. Initially, look for national TV spend to increase slightly as well, but it's likely that a major increase won't occur until the brand drives more awareness to its new product.
Therefore, digital sellers should begin reaching out now to secure ad dollars as they continue to become available. Focus your pitch on high ROI LDA millennial female-focused engagement. But, don't rule out seeking revenue tied to sports and LDA millennial male-focused engagement, as the brand is still attempting to engage both male and female audiences.
It looks like Hunter Public Relations currently handles the brand's PR and, according to Winmo, BBDO has been on creative and media planning since 2003, but we are waiting to hear confirmation whether this is still the case. We will update you as soon as we have more information.
Digital Breakdown: Since January, Pathmatics reports that Barefoot Refresh Spritzers has run eight desktop, four mobile and six video creatives costing a total of $313,800. In comparison, during the same period this year, Barefoot Wine as a whole, spent $140,800 on seven desktop, three mobile and four video creatives. Barefoot and its Refresh Spritzers placed all of its its ads site-direct.
Barefoot Wine & Bubbly
600 Yosemite Blvd.
P.O. Box 1130
Modesto, CA 95354
Vice President, Marketing
Assistant Brand Manager