Interbrand | Agency Profile, Contacts, AOR, Client Relationships
Service: design firm
|Main Telephone||(212) 798-7500|
|Main Fax||(212) 798-7501|
|Andrea S.||Chief Marketing Officer||NY|
Sample of Associated Brands
|Paola N.||Chief Content Officer||NY|
|Patrick L.||Senior Principal, Analytics||NY|
|Annie L.||Chief Marketing Officer||NY|
|Kelly G.||Chief, Commercial Operations - North America||NY|
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Campaign Imminent: University of Texas taps new agencies for rebranding under new CMO
Subject: Digital, TV, PR, social media, online
Company: University of Texas System, headquartered in Austin, TX, is one of the nation’s largest systems of higher education, made up of 14 institutions, including eight academic and six health.
Opportunity: Selected Omnicom's Interbrand to create a master brand strategy for the university and its 14 campuses. The two shops, which competed against 12 other agencies in the review, won the one-year, $1.5 million account by pitching together as "Team Texas." (Hope they're not coached by Charlie Strong).
The agencies' work will be divided into multiple phases, including focus group sessions, to establish how the public sees the UT System. Then, the agencies will develop a communication plan that will strengthen perception and engage key audiences.
Therefore, sellers in Texas and the surrounding area should begin reaching out now to secure any available ad dollars tied to the upcoming initiatives. Although digital display activity has decreased since last year, per Pathmatics, this push should move spending up. Additionally, look for more traditional media buys to be on the rise as well, specifically TV and print.
UT El Paso TV Breakdown: Per iSpot, the university spent $12,915 on national TV spend, up from the $1,319 it spent during the same period last year.
UT San Antonio TV Breakdown: According to iSpot, UT San Antonio has spent $14,727 on national TV ads since January. This is a slight decrease from the $20,190 spent on national TV during the same period in 2015.
Digital Breakdown: Since January, Pathmatics reports that UT System has spent $1.3 million on 528 desktop ads (275.3 million impressions). Of these, 46% were placed site-direct, while 28% were placed through ad networks Google AdX + AdSense (26%), Dstillery (2%) and Centro (<1%); 20% were placed DSP via Digilant (15%), SiteScout (3%), Rocket Fuel (2%) and The Trade Desk (<1%). The remaining 5% was placed through SSP Rubicon Project. Top ad destinations include youtube.com, allnurses.com, texastribune.org and washingtonpost.com.
Additionally, $120,300 has been spent on 211 mobile ads (22.1 million impressions) with 61% placed site-direct, 35% through ad networks and 3% DSP. And $894,500 has been spent on 65 video ads (42.3 million impressions), with 69% placed site-direct and 30% through ad networks.
In comparison, during the same period in 2015, UT spent $2.1 million on 494 desktop ads (328.8 million impressions), with 59% placed site-direct; $349,700 was spent on 332 mobile ads (77.3 million impressions), with 60% site-direct; And $827,100 was spent on 48 video ads (33.3 million impressions), 73% of which were placed site-direct.
Recently Appointed Decision Maker: The agencies were hired after UT appointed Teri Lucie Thompson as its first first associate vice chancellor for marketing and communications and CMO. Hired to lead this new branding effort, she wasted no time implementing her first moves, as the agency review began shortly after her hire earlier this spring.
Now, as Team Texas begins planning its first work for the system, it's not entirely clear what will come of the branding effort. But, Thompson sees three possible scenarios: a franchise model, in which she cited the NFL as an example; a family of brands, naming Proctor & Gamble as an example; or a family of brands with a signature product, offering Hershey Co. as a prototype.
University of Texas System
601 Colorado Street
Austin, Texas 78701-2982
Office of Marketing and Communications
Claudia Taylor Johnson Building
210 West Sixth Street
Austin, TX 78701-2980
Teri Lucie Thompson
CMO, Associate Vice Chancellor of Marketing & Communications
Executive Director, Brand Marketing