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T. Rowe Price Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Baltimore, MD, T. Rowe Price Group, Inc., is a publicly owned investment firm. The company offers mutual funds, subadvisory services, investment planning and guidance tools, and separate account management for individuals, institutions, retirement plans, and financial intermediaries.

Main Telephone (410) 345-2000
Main Fax (410) 345-2394
Primary Address
100 East Pratt Street
Baltimore, MD 21202
USA

T. Rowe Price Group, Inc. Contacts

Contacts (5/30)
Name Title State
Ed B. Vice Chairman MD
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (410) 345-2000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 100 East Pratt Street
Baltimore, MD
21202
USA

Ken M. Chief Financial Officer MD
Meredith C. Chair, Board of Trustees MD
Melissa W. Head, Enterprise Solutions & Capabilities MD
William S. President & Chief Executive Officer MD

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
T. Rowe Price Group, Inc. ********

Agency Relationships


Brand Agency Service From To
*. **** ***** *****, ***. *** AOR - creative 2003 present
*. **** ***** *****, ***. ***** Digital 2016 present
*. **** ***** *****, ***. **** Social AOR unknown present

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WinmoEdge

Financial, News Media Opps Rumor Confirmed: T Rowe Price moves digital to Maxus


Subject: Digital, TV, outdoor, print, sponsorship

Company: T. Rowe Price, Baltimore-based investment firm with annual revenue close to $4.2 billion. 

Update (8/31): Tip of the cap to one of our wonderful readers for confirming that T. Rowe has consolidated digital media at  Razorfish, NY, which had the account since 2006. 

T. Rowe's digital media appears to have just moved to Maxus within the last two weeks, so hopefully this isn't news for current partners. New partners should start engaging Maxus now to be alerted as staff transitions and planning begins. 

We also just learned that Portland, ME-based VIA Agency picked up T. Rowe's B2B creative account, potentially opening up additional new campaign revenue for finance and news sellers (more info below).

WPP's JWT, creative AOR since 2003 (well past average agency tenure - 2.5-3 years), never had this B2B portion of the account. However, agency shifts/consolidation often are a sign of additional reviews down the road. T. Rowe is still far from "review imminent" territory, but it's worth agencies keeping it on their prospecting radar. We'll keep you posted as we learn more.


Below originally posted 8/4

Opportunity: We've received word that digital media is being consolidated at JWT. JWT has had the account since 2003, making it well past average agency tenure (2.5-3 years).  We'll keep you posted.

Digital finance endemic sellers should make introductions immediately, since Q4-Q1 historically has comprised the bulk of T. Rowe's approximately $35 million annual ad budget. Once a heavy TV spender, direct response display was T. Rowe's top spending channel last year, according to Kantar Media. 

Additional Insight

Media Spend: Almost $35 million went to measured media last year, down 12% from $39.3 million in 2014, Kantar reports. Last year, broadcast spending fell to $11.5 million from $22 million in 2014, while display rose to $14.2 million from $5.7 million during the same period. 

A chunk of T. Rowe's budget also still goes to magazines and search.

TV Breakdown: During the last 12 months, $8.6 million has gone to national TV ads, all of which was allocated between Oct-April, iSpot.tv reports. Top networks were CNN, ABC and Fox News. Top targeted programming included "ABC World News Tonight with David Muir," "Fox News Sunday with Chris Wallace: and "NBC Nightly News with Lester Holt."

Digital Breakdown: Since January, banners and high impact ads have run on about 1,160 publishers (<1% mobile), 56% of which were placed programmatically versus site direct. Video has appeared on 193 sites, 78% of which were placed site direct, according to Moat.

Desktop and video are mostly targeting news and personal finance publishers. Top sites include benefitspro.com, yahoo.com, planadviser.com, morningstar.com, time.com, weather.com, marketwatch.com, thestreet.com, foxbusiness.com and bloomberg.com. 

Recently Appointed Decision Maker: David Fineman, formerly with Maxus and Optimedia, became head of digital advertising for T. Rowe's US investment services in the spring. 

T. Rowe Price
100 East Pratt St.
Baltimore, MD 21202
(410) 345-2000

Paul Zettl
Head, Integrated Marketing
(410) 345-2000
paul_zettl@troweprice.com

Lea Wray
Vice President, Marketing
Direct Dial: (410) 345-4114 ext 3454114