Mindshare | Agency Profile, Contacts, AOR, Client Relationships
Service: media specialty
|Main Telephone||(212) 297-7000|
|Main Fax||(212) 297-7777|
|Tim C.||Senior Partner & Human Resources Director - North America||NY|
Sample of Associated Brands
|Evan S.||Senior Partner & Associate Director, Print - Group M||NY|
|David L.||President, MindShare Entertainment||NY|
|Christine C.||Partner & Specialist, Broadcast Promotions||NY|
|Charles B.||Senior Partner, Managing Director||NY|
|****** ******** ****||media buying & planning||2009||present||*****|
|****** ************||media buying & planning||2009||present||*********|
|****** *********||media buying & planning||2009||present||*******|
|****** *****||media buying & planning||unknown||present||******|
|**/** **** *******||media buying & planning||unknown||present||*******|
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Campaign Imminent: Tim Hortons taps new US media AOR to brew growth in America
Subject: TV, digital, radio, outdoor, media
Brand: Tim Hortons is a Canadian-based quick serve restaurant chain with locations throughout North America, and operates under parent company Restaurant Brands International.
Opportunity: Named Horizon as US media AOR following a competitive review. Keep in mind that, before the review, Horizon already had its hand in the pot, serving as long time media AOR for Burger King, which acquired Tim Hortons (TH) in 2014.
The new shop is tasked with media planning and activation for TH across all channels, including TV, radio, digital, print and out-of-home (OOH). With its first work set to debut this month, the shop will work with WPP's struggled to do so in the past.
With that said, sellers should reach out now to secure revenue tied to the upcoming Q4 campaign and Q1, traditionally Tim Horton's top advertising periods. Northeast sellers should have an advantage, based on the coffee chain's US footprint. Look for TV, digital and OOH to be the top ad channels moving forward, as these continue to make up the largest portion of the marketing budget.
Incumbent: WPP's Mindshare, US media AOR since 2013, will continue to handle the larger Canadian business.
Media Spend: According to Kantar Media, TH spent $3 million on measured media during the first quarter of 2016, up $2.7 million year-over-year. For all of 2015, $11.5 million made up for total measured media. The largest portion of spending continues to be allocated towards broadcast, while the rest is divided among digital, radio and OOH channels.
Digital Breakdown: Since January, Pathmatics reports that $117,800 was spent on 301 desktop ads (26.2 million impressions), 48% of which were placed directly on top sites including dispatch.com, wivb.com, wgrz.com and deviantart.com. $13,900 made up spending for the 48 mobile ads (5.9 million impressions), 31% placed site direct on similar top targeted desktop sites.
ideo ads take up the largest portion of digital display spend, with $318,500 for 29 unique ads (12.1 million impressions). Of these, 78% were placed site direct with nhl.com and rawstory.com as the top targeted sites.
In comparison to 2015, TH spent $28,000 on 51 desktop ads (7.1 million impressions), $8,200 on 22 mobile ads (1.7 million impressions) and $116,200 on 15 video ads (8 million impressions). 48% of desktop, 31% of mobile and 78% of video ads were placed directly.
226 Wyecroft Rd.
Oakville, ON L6K 2Y1
Vice President, Brand Marketing
Senior Director, US Marketing