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|
T. Rowe Price Group, Inc. ContactsContacts (5/30)
|Ed B.||Vice Chairman||MD|
Sample of Associated Brands
|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|
|T. Rowe Price Group, Inc.||********|
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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.
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
Head, Integrated Marketing
Vice President, Marketing
Direct Dial: (410) 345-4114 ext 3454114