Converse, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Converse, Inc., headquartered in North Andover, MA, designs, manufactures, markets, and licenses casual and athletic footwear. The company's products and brands are sold worldwide through various retailers. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(617) 377-1000|
|Main Fax||(978) 983-3503|
Converse, Inc. ContactsContacts (5/43)
|Julien C.||Vice President & Chief Marketing Officer||MA|
Sample of Associated Brands
|Stephen T.||Chief Financial Officer||MA|
|Dave C.||Vice President, Global Accessories||MA|
|Dan J.||Vice President, Global Footwear||MA|
|Robert H.||Vice President, Global Brand & Segment Operations||MA|
|All Star Collection||*|
|***** ******||*******||AOR - creative||2008||present|
|***** ******||*** ***||Media Buying, Media Planning||2015||present|
|********, ***.||********* ********||creative||2002||present|
|********, ***.||******** & *********||AOR - public relations||2006||present|
|********, ***.||******** *********||digital||unknown||present|
Who is the Vice President & Chief Marketing Officer of Converse, Inc.?
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Digital, Social, OOH Opps: Converse's CMO steps down after eight years (Score 55)
Subject: digital, print, online video, sponsorship, event, social media
Opportunity: Announced that CMO Geoff Cottrill would be stepping down after eight years on the job. During his tenure with Converse Cottrill oversaw the company’s largest brand initiative to date – “Made By You” – which broke last March. He was also responsible for overseeing the launch of
Just last year, Converse handed media duties to Omnicom's Anomaly has been on the account since 2007, well past the two-and-a-half-year agency tenure. A CMO shift combined with a recent media review and a long tenure for the current agency could signal an impending review, so agency readers should get pitches together and be ready to reach out. No word yet on who will replace Cottrill, but WinmoEdge will let you know as soon as we know something. Converse’s score is only a 55 right now, but that should shoot up significantly once a new CMO is named.
Experience: Prior to joining Converse, Cottrill has been VP of product and marketing for Starbucks Entertainment and also served as group director of entertainment marketing for Coke.
“Made By You” Campaign: Last March, Converse launched its largest brand campaign to date – the “Made By You” campaign. The campaign focused on the company’s iconic Chuck Taylor All-Stars and featured more than 200 portraits of customized Chucks from fans such as Patti Smith and Andy Warhol. The campaign included global OOH and social media components and VP of global marketing Ian Stewart said “[wasn't] a media campaign where [Converse] is shouting to get people’s attention,” but rather “a bridge to get people to show what they’ve done.”
New Product Launches: Converse just released its Chuck Taylor Valentine’s Day collection – a line with iridescent cracked-leather uppers offered in black, red and white. In January, the company released the Chuck Taylor Andy Warhol Collection that features high and low top sneakers, as well as graphic tees inspired by Warhol’s black light paintings.
Media Spend: According to Kantar Media, Converse spent $4.6 million on measured media in 2014. Most of this was allocated to print ads (63.4%) and cable TV (21.4%). The remainder was allocated to digital display and OOH ads (keep in mind that Kantar does not track search, social or mobile dollars).
Per iSpot, Converse did not run any national TV ads in 2015 – and only spent $743,000 on national ads in 2014. 2014 spend was for just one ad – “Turn the World Upside Down” (see video above). This ad was run on channels such as MTV and Cartoon Network during shows such as “Ridiculousness” and “South Park,” so it keeps with the Millennial (particularly male) demographic the company traditionally targets.
Digital Breakdown: In 2015, Moat reports that Converse ran 226 display ads on 3,232 publishers (2% mobile). Top ad destinations included: eastbay.com, thrashermagazine.com, thefader.com and gq.com (55% placed site direct). Converse also ran 226 high impact ads and 22 video ads in 2015. For 2014, 304 display and 145 high impact ads were run on 967 publishers (10% mobile). Note that no video ads were run in 2014.
Note that Moat reports that Converse’s display presence for 2015 was highest at the beginning of the year and gradually decreased through December.
One Lovejoy Wharf
Boston, MA 02114
Vice President, Global Marketing
Director, Brand Marketing – North America