Starcom Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: media communications agency
|Main Telephone||(313) 237-8200|
|Main Fax||(313) 237-8490|
Starcom Worldwide Contacts
|Kathy H.||Vice President & Director, Local Investment||MI|
Sample of Associated Brands
|Theresa H.||Senior Media Director & Training Vice President||MI|
|Kelly L.||Strategy Director, Vice President||MI|
|Holly F.||Associate Director, Client Operations||MI|
|Sarah K.||Associate Media Director||MI|
|**** ****||media buying & planning||unknown||present||********|
|**** *********, ***.||media buying & planning||unknown||present||********|
|****, ***.||media buying & planning - digital||unknown||present||****|
|******** *************** ***********||Media Buying, Media Planning||2011||present||******|
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Q1 2017 TV, Digital Opps: Wingstop's first national campaigns slated for beginning of year
Subject: digital, traditional, TV, radio, PR, social media
Company: Wingstop Restaurants, headquartered in Dallas, has over 700 locations in every state except Alaska, Montana, Wyoming, North Dakota, Iowa, West Va., Maryland, Rhode Island, Maine, New Hampshire, Vermont and Massachusetts.
Update (11/2): In yesterday's Q3 earnings call, Wingstop president and CEO Charles Morrison elaborated on the recent appointment of the chain's first national media AOR, Starcom (more below). Specifically, the said the agency would oversee strategic media planning and activation for the new national digital campaign set to launch in January and the first ever national TV campaign, which will debut in February just after the Super Bowl (Go Pats!).
He also reminded those on the call that, in transitioning to national advertising, the total franchisee spend on marketing will not change. Rather, the allocation of that spend will shift between national and local. This, he stated, will result in "more frequency and reach for our existing media markets and coverage for smaller and new markets where we do not currently leverage TV and radio." The ultimate goal of this shift, obviously, is increased brand awareness.
Sellers - those in Wingstop's new and existing markets should therefore be going after national digital and TV revenue now (as well as local radio). Remember, too, that Performics will handle Wingstop's search and social media account, opening up more potential revenue here.
Read more about Wingstop's media spend and marketing plans below.
Below was originally published on 09/28:
Opportunity: Earlier this year, WinmoEdge told you about Wingstop's plans to manage digital on a national basis (Performics to handle media, which will include its first national TV campaign. Specifically, Performics will handle the chain's search and social media and Starcom will be in charge of strategic media planning and activation.
The shift comes as Wingstop moves from the regional advertising strategy it has employed for the duration of its 22-year history. Beginning in 2017, most of its national marketing will be spent on TV ads, as well as on increased digital efforts. According to CMO Flynn Dekker, "[w]e've come to a point in our development where we need to expand our media reach and marketing capabilities."
Local sellers - keep in mind that Wingstop, like many franchise businesses, utilizes local media agencies to support co-op advertising. For example, Avalanche Media handles media for Dallas-Forth Worth, Baton Rouge, El Paso and New Orleans.
Barkley will continue as creative AOR for the brand. However, agency readers, creative reviews tend to follow media reviews in short order, so be sure pitches are ready should Dekker look to revamp creative once national advertising begins. This is especially true since Barkley has handled the account since at least 2014, placing it right in average AOR tenure (2.5-3 years) territory.
The recent media shift ups Wingstop's score in our agency new business predictive model slightly, from 45 to 49 - still in "Future Possibility" territory. Note that the chain also added Greg Hamilton as director of digital and broadcast media in January 2016.
Media Spend: $7.6 million went to measured media last year, up 20% from $6.3 million in 2014, according to Kantar Media. Last year, most of Wingstop's budget, about $5.3 million, went to spot TV ads. The remainder mostly supported radio, display and out-of-home (OOH).
Digital Breakdown: Since January, desktop ads have dominated Wingstop's display presence. About $504,000 has garnered 122 million impressions (see desktop spend share right), according to Pathmatics. MaxPoint Interactive has been the most used ad network (27%) and Rocket Fuel is the primary DSP (9%), but keep in mind that 34% of desktop ads have been placed site direct.
Top targeted site-direct partners are mostly local news sites such as mysanantonio.com, click2houston.com and nbcdfw.com. Other top sites include slickdeals.net, healthline.com, mlb.com, chron.com and reddit.com.
Wingstop's mobile and video display presence this year has been small, with only about $100,000 creating about 29 million impressions combined.
5501 LBJ Freeway
Dallas, TX 75240
Chief Marketing Officer
Direct Dial: (972) 331-9129 (direct)
Director, Digital & Broadcast Media (since Jan. 2016)