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|Main Telephone||(212) 546-2020|
|Main Fax||(212) 546-2001|
Grey Group Contacts
|Jim H.||Executive Chairman||NY|
Sample of Associated Brands
|Owen D.||Chief Communications Officer||NY|
|Lisa F.||Chief Talent Officer||NY|
|Joe L.||Global Chief Executive Officer, Shopper Marketing||NY|
|Andreas D.||Chief Creative Officer||NY|
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Millennial Media Opps: Longhorn shifting more spend to digital (Score 36)
Subject: digital, TV, print, OOH, radio
Company: Darden's portfolio.
Opportunity: During the recent Q1 earnings call, Darden CEO Eugene Lee mentioned that Longhorn has (and will continue) to increase digital spend in conjunction with its promotional strategy. He said Longhorn is using more targeted incentives to create value rather than using broad scale discounting. This, he added, is reflected in the check average over time, which the chain is not giving up as its shifts incentives from free-standing inserts to digital.
He also stated that Longhorn would continue to evolve digital/promotional strategy over the next "probably 24-to-36 months" as the advertising and marketing landscape continue to change. Keep in mind that Longhorn was attempting to increase one-on-one engagement last year (more
This is pretty straightforward. Sellers - reach out now for increased digital dollars. As with other casual dining chains, Longhorn is working to appeal to millennial diners, so those who can reach this segment should have a leg up on the competition.
Agency readers, traditional media planning is out of Olive Garden cut ties with them this time last year. Therefore, the creative piece of this account is more vulnerable and you should be reaach out to get on the longlist if (and when) a review begins.
Media Spend: Kantar Media reports that Longhorn spent $23.5 million on measured media last year - mostly on spot TV (96.6%).
National TV Spend: ISpot reports that Longhorn has spent only $167,000 on two national TV spots this year - both run in June. This is down from $316,000 spent for the same period 2015.
Digital Breakdown: Per MSN Homepage (msn.com).
Video spend in 2016 has been higher - $184,000 for 17 million impressions - while mobile spend is the lowest category - $4,700 for 931,000 impressions.
PO Bix 695017
Orlando, FL 32869
Executive Vice President, Marketing – Longhorn