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PHD USA | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone (212) 894-6600
Main Fax (212) 894-4100
Primary Address
1285 Avenue of the Americas
Fifth Floor
New York , NY 10019
USA

PHD USA Contacts

Contacts (5/194)
Name Title State
Will W. President, Strategy & Planning NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 894-6600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1285 Avenue of the Americas
Fifth Floor
New York , NY
10019
USA

Nathan B. Chief Executive Officer NY
Briony M. President, Group Account Director - New York NY
Star K. President - Healthcare Practice NY
Craig A. Chief Investment Officer NY

Client Relationships


Brand Service From To Media Spend
****** media buying & planning 2010 present ********
****** media buying & planning 2010 present *****
***** **** * *** media buying & planning unknown present ******
*** media buying unknown present *******
*** **** ***** media buying unknown present *******

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WinmoEdge

Q2-Q3 Media Opps: Havaianas hikes marketing efforts, increases digital, sponsorship activity


Subject: Digital, social media, sponsorship, events

Brand:  USA Inc.

Opportunity: After being named the official flip-flops of Walt Disney World and Disneyland Resort last year, Havaianas' marketing efforts have been on the rise. Specifically, digital spend has been the highest its ever been, having more than doubled since last year, per Pathmatics. This year also marks the first time the brand has ever run video display ads. This recent hike in digital is a big change from last year, when Kantar Media reports that print made up the largest portion of Havaianas' budget.

In addition to digital and print, the brand has also relied on sponsorship. For example, it recently partnered with Disney to celebrate its new film "Moana," in which the brand made a special line of flip-flops and will sponsor the world premiere on Nov. 14. Keep in mind that this partnership is the first of its kind for the brand, and will likely only position Havaianas for more like this one in the future. 

 Digital and sponsorship sellers should reach out to start securing deals for 2017. Specifically, look for digital ad dollars tied to Q2, as this is the brand's top buying period. Omnicom's PHD, NY handles media planning and buying. 

Additional Insight

Media Spend: According to Kantar Media, Havaianas spent $1.3 million on measured media in 2015, with the majority of it -- about 87% -- allocated towards print. The remainder was divided among digital display, digital search and mobile. 

Digital Breakdown: Per Pathmatics, Havaianas has increased digital display spend significantly since last year. In fact, the brand's display outlays are already higher this year than they ever have been,

Since January, all display ads were placed primarily through ad networks. Desktop was purchased 86% ad networks, 8% through the trading desk and 6% site direct. Mobile ads have been placed 79% through ad networks, 5% through the trading desk and 16% site direct. Video ads thus far have been placed 100% through ad networks. (See graph below to compare spending for 2016 YTD, the same period in 2015 and all time digital spend). 

Display 2016 2015 All Time
Desktop $1.7 million $270,100 $3 million
Mobile $189,500 $64,700 $286,700
Video $37,100 $0 $37,100

For both desktop and mobile, the top ad destination was amazon.com, where 87% of desktop ads were placed and 86% of mobile ads were placed. Other top desktop and mobile ad destinations included thrillist.com and bustle.com. For video, top ad destinations consisted of two sites; 80% of the ads were placed on youtube.com, 20% were placed on thrillist.com.

Havaianas
‚Äč
33 East 33rd Street
New York, NY 10016
(646) 277-7171

Inhwa Lee
Director, Marketing
Direct: (646) 747-8519
ilee@alpargatasusa.com

Lauren Spina
Senior Manager, Brand Marketing
(646) 277-7171
lspina@alpargatasusa.com