Tiffany & Company | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in New York, NY, Tiffany & Company operates jewelry and specialty retail stores in the Americas, Asia-Pacific and Europe and sells direct through Internet, catalog and business gift operations. In addition to jewelry, Tiffany's also offers a collection of fine china, crystal, stationary, fragrances & silverware.
|Main Telephone||(212) 755-8000|
|Main Fax||(212) 230-6734|
Tiffany & Company ContactsContacts (5/30)
|Alessandro B.||Group Chief Executive Officer||NY|
Sample of Associated Brands
|Caroline N.||Chief Brand Officer||NY|
|Beth C.||Executive Vice President||NY|
|Leigh H.||Senior Vice President, Secretary & General Counsel||NY|
|John P.||Senior Vice President, Global Operations & Customer Services||NY|
|Tiffany & Company||********|
|**** *******||***||media buying & planning||2014||present|
|**** ************||***||media buying & planning||2014||present|
|****** *******||***||media buying & planning||2014||present|
|******* & *******||****** & ******||AOR - creative||2014||present|
|******* & *******||***||media buying & planning||2014||present|
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Q4 Media Opps: Tiffany & Co launches OOH ads in Grand Central Terminal (Score 49)
Subject: Online, digital, social media, mobile, sponsorship, events, experiential, luxury
Company: Tiffany & Co., New York-based luxury jewelry retailer
Opportunity: The luxury jeweler recently launched a series of OOH displays in NYC's Grand Central Terminal. Aimed at creating brand awareness, the campaign includes large framed wallscape posters, vertical kiosks and a backlit wall display. The displays feature the iconic Tiffany blue and highlight two of Tiffany's watches - the Tiffany East West and the Tiffany CT60. Tiffany worked with
In keeping with the earlier pronouncement that the company will "never be state of the art" in digital (more here), the displays do not feature a mobile activation or scannable code. Outfront's CMO Jodi Senese said: "Research has shown that consumers are 48% more likely to click a mobile ad after being exposed to the same ad on OOH first. Simply put, OOH is the best primer for mobile engagement."
Therefore, sellers, continue to look for revenue tied to similar efforts, particularly around the holidays (engagement season). In its late May Q1 earnings call, VP of investor relations Mark Aaron stated that the company is focusing marketing communications on the “soft” engagement jewelry and wedding band category.
Digital and print sellers will certainly have the upper hand here, as Tiffany’s does not currently run TV ads. While wedding endemic sellers are likely to reap the most revenue here, other millennial-focused sellers should also be reaching out, as Tiffany's Gift Guide is the focus of many of its display ads this year (more below).
New Product Launch: The company will accelerate introduction of new products at or below the $500 price point in 2016. This includes expanding the Infinity collections, as well as new products.
Tiffany's is also looking to establish the Tiffany T “as an icon” and will continue to leverage on newness to engage the customer even more.
Media Spend: According to Kantar Media, Tiffany spent $38.8 million on measured media in 2015. Almost all of this – $30.3 million – was allocated to print ads. The remainder went to digital display ($3.7 million) and search ($2.6 million), and some OOH ($2.1 million).
Digital Breakdown: So far in 2016, 248 display ads have been run on 344 publishers (2% mobile; 76% placed site direct versus programmatically), Moat reports. As destinations are largely the same as last year, and include publishers such as instyle.com, nymag.com and go.com. Tiffany's has also already run 363 high impact ads and 16 video ads (96% of video ads were placed site direct).
Most ads this year have been run on news and style & fashion sites, which is in-line with last year's buys. The overwhelming majority of these display ads tout Tiffany's gift guide, as well as its wedding and engagement offerings.
Moat reports that Tiffany ran 312 display ads on 478 publishers in 2015 (6% mobile). Top ad destinations included instyle.com, peoplestylewatch.com, elle.com, architecturaldigest.com and allure.com (86% placed site direct versus programmatic). The company also ran 587 high impact and 12 video ads last year – on Brides, WWD, New York Magazine and Town & Country, to name a few. This is relatively flat compared to Tiffany's 2014 display presence.
Tiffany & Co.
727 Fifth Ave.
New York, NY 10022
Chief Marketing Officer
Direct Dial: (212) 230-5328
Vice President, Marketing – North America
Direct Dial: (212) 755-6549