Deutsch, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(212) 981-7600|
|Main Fax||(212) 981-7525|
Deutsch, Inc. Contacts
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|Tom E.||Chief Financial Officer||NY|
|Erica G.||Partner & Chief Operating Officer||NY|
|*-***||Creative, Digital, Media Buying, Media Planning, Social||2014||present||*|
|******||Creative, Digital, Social||2013||present||*|
|******||Creative, Digital, Social||2013||present||*******|
|******** ***** ***********||AOR - creative||unknown||present||********|
|********-***** *********, ***.||Creative, Digital, Social||2016||present||********|
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Momvertising Opps: Green Giant launches first work from new creative AOR
Subject: Video, digital, social media, TV, online
Brand: Green Giant, brand of canned and frozen vegetables recently acquired by B&G Foods from General Mills.
Opportunity: Green Giant recently teased the return of its iconic mascot in a new cinematic short film. The new film, titled "The Giant Awakens" is the first work from new AOR here).
It's important to note that the film is part of a larger push to re-introduce the Green Giant mascot to today's viewers. In fact, we mentioned before that in the company's Q2 earnings call, CEO Bob Cantwell mentioned that the company anticipates launching four new vegetable platforms with 15 new items, which will be accompanied by a new marketing campaign. So, the re-launch of the Green Giant is likely the first big step in a larger marketing campaign for the brand.
With that said, sellers, if you haven't already, you should be reaching out now to secure any revenue tied to the upcoming campaign. Seek ad dollars tied to digital, social media and video initially, with TV, print and other “typical” go-to-market approaches to take place following the launch of the campaign. Keep in mind that historically, Green Giant's top buying periods are Q4 and Q1, so continue to seek ad dollars into 2017.
We're still working to verify Green Giant's new media agency (research Las Palmas brands, has been given an expanded role that includes media buying. Maybe Blue Chip has Green Giant now, too? We'll keep you posted.
Media Spend: According to Kantar Media, Green Giant spent $16.9 million on measured media in 2014, but only $3 million in 2015. Expect Green Giant to return to pre-2015 levels and keep in mind that most of this spend (in 2014) was allocated to broadcast ads (86.7%). The remainder went to digital display ads (12.6%).
B&G Foods, Inc.
Four Gatehall Dr.
Parsippany, NJ 07054
Vice President, Marketing – Green Giant
Associate Brand Manager – Green Giant (since April 2016)