Wieden + Kennedy | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(503) 937-7000|
|Main Fax||(503) 937-8000|
Wieden + Kennedy Contacts
|Dave L.||President & Global Chief Operating Officer||OR|
Sample of Associated Brands
|Dan W.||Co-Founder & Chief Executive Officer||OR|
|Susan H.||Co-Chief Creative Officer||OR|
|Lawrence T.||Director, Media - North America||OR|
|Hal C.||Creative Director||OR|
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Review Imminent?: Booking.com tests work from Deutsch against current AOR, continues ad hike
Subject: TV, video, digital, online
Brand: Priceline Group.
Opportunity: After launching a series of its new comedic ads from creative agency Deutsch work against its current AOR's creative. Keep in mind that W+K has been on the account since 2013, right at the tail end of average agency tenure (2.5-3 years). So, it wouldn't come as a shock if the brand continues to shift more and more work over to Deutsch, dropping W+K from the account completely.
Agencies - just because the brand is testing new work from Deutsch, doesn't necessarily mean that they won't be receptive to other agencies pitching ideas to drive website traffic. So those that feel they could fit the part should consider engaging decision makers as well, to get a foot in the door.
Back in May, national TV spend was at $13.2 million, a $1 million decrease from the same period before, per Pathmatics, digital display spend has surged. In fact, desktop spend has increased $5 million since last year and video spend has increased by more than $30 million.
Sellers and agencies alike should be focusing pitches around millennial traveler engagement. Although the summer travel months have sadly come to an end, there should still be plenty of ad dollars tied to the upcoming holiday travel season available. Also, historically Q2 has been the brand's top buying period, so if spending continues at this rate, sellers should have no problem securing revenue through the end of this year and into the first half of next year.
Digital Breakdown: Since January, Booking.com has spent $6.7 million on desktop ads, $309,400 on mobile ads and $32.9 million on video ads. Desktop ads were placed 91% site direct, mobile ads were placed 76% site direct, and video ads were placed only 2% site direct, with the majority placed through ad networks (91%).
Top desktop ad destinations include youtube.com, espn.com and cntraveler.com (Condé Nast), while top video ad destinations inlcude amazon.com, aol.com, imdb.com and MSN Homepage (msn.com).
Looking at the same period last year, the brand spent $1.7 million on desktop ads (68% site direct), $352,600 on mobile ads (79% site direct) and $2.2 million on video ads (97% site direct).
100 William St.
New York, NY 10038
(212) 419- 2618
Chief Marketing Officer
(212) 419- 2618
Head, Global Brand
(212) 419- 2618