Upshot | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(312) 943-0900|
|Main Fax||(312) 943-9699|
|Brian K.||President & Chief Executive Officer||IL|
Sample of Associated Brands
|Kate M.||Chief Financial Officer & Senior Vice President, Finance & Administration||IL|
|Brock M.||Executive Vice President, Creative Services||IL|
|Ellen S.||Executive Vice President, Account Management||IL|
|Lionel K.||Senior Vice President, Planning||IL|
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Campaign Imminent: The Fresh Market moves creative, media post acquisition
Subject: digital, social media, radio, outdoor
Company: The Fresh Market, Greensboro, N.C. specialty supermarket chain with 171 locations in 28 states (primarily East Coast and Midwest)
Opportunity: Coinciding with its Upshot. With the crucial Thanksgiving/Christmas season around the corner (which makes up 20% of Fresh Market's annual sales), sellers should start going after winter holiday dollars.
Keep in mind that before the acquisition, Fresh Market was boosting direct response outlays. Already, display activity been much higher this year. Local news, foodie and female-focused entertainment sellers should have an advantage, based on Fresh Market's display presence since January.
Incumbent: Omnicom's Zimmerman Advertising, which picked up the account in spring 2015 (research here).
Media Spend: Almost $351,000 went to measured media last year, down 57% from $816,224 in 2014, according to Kantar Media. Last year, most of Fresh Market's ad budget supported spot TV, national spot radio and outdoor ads.
Digital Breakdown: Since January, 64 banners have run on almost 400 publishers (<1% mobile), 96% of which were placed programmatically versus site direct, according to Moat. News publishers have been targeted the most but entertainment, sports and hobby/interest sites have been a substantial part of the mix too.
Top targeted sites include: xe.com, javech.com, footyroom.com, sify.com, people.com, weather.com, elle.com, foodnetwork.com and msn.com.
The Fresh Market
628 Green Valley Rd.
Greensboro, NC 27408
Vice President, Strategy & Marketing