MullenLowe Mediahub | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(336) 765-3630|
|Main Fax||(336) 659-0018|
MullenLowe Mediahub Contacts
|Shaun S.||Senior Vice President & Chief Marketing Officer||NC|
Sample of Associated Brands
|Heidi G.||Executive Vice President & Group Account Director||NC|
|Susanna G.||Senior Vice President & Director, Broadcast Production||NC|
|Karen W.||Senior Vice President & Group Media Director||NC|
|***** ****||media buying & planning||unknown||present||*|
|******** ***********||media buying & planning||unknown||present||******|
|*****||media buying & planning||unknown||present||*|
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Score 98 - Review Imminent: Pep Boys appoints new CMO, overhauls leadership post acquisition
Subject: TV, online, digital, print, radio, sponsorship
Company: PepBoys, one of the largest auto aftermarket retailers in the US.
Opportunity: Recently overhauled its executive team after being acquired by Icahn Enterprises Holdings. This Tire Plus team will continue to also lead that concept, which Icahn also acquired last year.
Among the changes, Richard Mattiussi becomes SVP of merchandising and marketing for Auto Plus and Pep Boys. Functioning as CMO, he's charged with setting and executing product and marketing strategies for the integrated company. He succeeds SVP and Chief Customer Officer Tom Carey, who functioned as CMO since 2012.
Therefore, agencies should start engaging Mattiussi now as the new team begins crafting a turnaround strategy for long struggling Pep Boys. This will include finding ways to drive e-commerce revenue and reach millennial customers, particularly automotive DIY enthusiasts (male skew) and service customers (female skew).
On top of all of these new business triggers, Pep Boys' agency roster is mostly well past average AOR tenure (2.5-3 years), further increasing the likelihood of a review. Your competition will include IPG's Zog Digital (digital AOR since 2015).
Sellers - Pep Boys, like most of its competitors, runs the bulk of its ads during the spring and summer. So, with summer ending soon, focus your introduction on the Q4 secondary buying period and 2017 strategy updates. Investments in digital, social and mobile ads have been higher but they're still tiny compared to TV (research here). That will need to change.
Media Spend: Pep Boys has spent $20-$25 million annually on measured media since 2014, according to Kantar Media. Cable TV receives most of this, about $20 million annually, followed by search, display, newspapers and radio.
TV Breakdown: Almost $20 million has supported national TV ads the past 12 months, up from $13 million during the same period the year prior, according to iSpot.tv. Top targeted networks have been Fox News, AMC, Discovery Channel, Weather Channel and ESPN. Top targeted programs are "College Football," "The Walking Dead," "SportsCenter," "Weather Center Live" and "Hannity."
Digital Breakdown: Meanwhile, Pep Boys display presence the past 12 months has fallen to about 2,730 publishers from more than 7,400 a year earlier. Ads are still almost placed completely programmatically, but the percentage of mobile display has risen to 9% from almost nothing during the prior year period.
Since January, sports, tech and personal finance publishers have been targeted the most, Moat reports. Top sites include sfgate.com, nbcsports.com, nbcnews.com cheezburger.com and neopets.com.
But mobile is running primarily on entertainment, food/drink and news sites such as thesuperificia.com, dallasnews.com, msnbc.com and azlyrics.com. Interestingly, mobile has only been running since the end of April.
3111 W. Allegheny Ave.
Philadelphia, PA 19132
Senior Vice President, Merchandising & Marketing - Auto Plus and Pep Boys
(770) 701-5000 (Auto Parts HQ is in Kennesaw, GA