Starcom Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: media communications agency
|Main Telephone||(312) 220-3535|
|Main Fax||(312) 220-6530|
Starcom Worldwide Contacts
|Patrick O.||Chief Financial Officer - Starcom||IL|
Sample of Associated Brands
|John S.||President, Global Operations||IL|
|Bohb B.||Global Chief Experience Officer||IL|
|Karla K.||President & Chief Client Officer||IL|
|*** ****||media buying & planning||unknown||present||*|
|* *******||media buying & planning||2012||present||*|
|* ***||Media Buying||unknown||present||********|
|*.*.||media buying & planning||2012||present||******|
|******, ***.||AOR - media buying & planning||2014||present||*******|
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Q4 Digital Opps: The North Face launches new global ad campaign, hikes digital spend
Subject: Digital, online, video, social media
Brand: VF Corporation.
Opportunity: Coinciding with the opening of the outdoor brand's flagship store in Manhattan, The North Face debuted its newest global ad campaign "Question Madness," today. The new creative will showcase footage compiled over the brand's 50-year history of athletes participating in adventurous outdoors activities. Unlike last year (research here), this global campaign will run primarily across digital.
It will include online spots on destinations such as Hulu and Xbox, as well as running ads in the New York Times and on YouTube. Additionally, North Face put together four digital shorts featuring athletes Xavier De La Rue, Emily Harrington, Alex Honnold and Renan Ozturk.
So far this year, the brand has not been a very big ad spender, especially compared to its spending from last year. National TV spend last year was almost $4 million higher than it is this year, per Pathmatics.
However, North Face's biggest digital spike this year has been been just over the past month, and with the new campaign launching so soon, expect this trend to continue through January at least. Desktop display continues to be the top digital channel, so expect that to continue, as well.
Therefore, digital sellers should continue seeking revenue tied to the Q4 holiday retail period, as this is the brand's top buying period. The North Face worked with AOR Starcom is still on media buying.
Media Spend: According to Kantar Media, last year, the North Face spent $18.7 million on measured media in the US
TV Breakdown: Per year. National TV spend last year was concentrated heavily in the spring and the end of Q4, while TV spend this year ran through Q1 and has not run since it stopped in the end of February.
TV ads this year only ran on top networks NBC and NBC Sports, during top sports shows including snowboarding, NHL hockey and skiing. Networks and shows for 2015 included sports and entertainment networks (see targeting right).
Digital Breakdown: Since January, Pathmatics reports that The North Face has run desktop and mobile display ads, both of which were placed primarily site-direct. Top desktop ad destinations include wunderground.com (The Weather Company), runnersworld.com (Rodale Inc.), womenshealthmag.com (Rodale Inc.), menshealth.com (Rodale Inc.) and shape.com (Meredith).
During the same period in 2015, the brand spent a lot more on desktop, mobile and video ads, but they were all placed primarily site-direct as well. The top ad destination for all three channels was espn.com.
Decision Maker Appointments: Parent company VF Corporation recently promoted its president and COO Steven E. Rendle to CEO, effective Jan. 1. Rendle will succeed CEO Eric C. Wiseman who will continue to serve as executive chairman of VF’s Board of Directors (more here).
The North Face
2701 Harbor Bay Parkway
Alameda, CA 94502
Director, Brand Marketing
Senior Manager, Digital Marketing
Director, Marketing Creative
Direct: (510) 748-2843
Media Director, Starcom