Crate & Barrel | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Northbrook, IL, Crate & Barrel is a retail chain specializing in home funishings, decor, houseware and accessories. Founded in 1962, Crate & Barrel now has two sister companies, CB2 which caters to young adults and Land of Nod for children.
|Main Telephone||(847) 272-2888|
|Main Fax||(847) 272-5276|
Crate & Barrel ContactsContacts (5/29)
|Neela M.||Chief Executive Officer||IL|
Sample of Associated Brands
|Pat E.||Executive Vice President, Merchandising||IL|
|Alicia W.||Vice President||IL|
|Suzy C.||Vice President, Marketing||IL|
|Phyllis A.||Vice President, Creative||IL|
|Crate & Barrel||********|
|The Land of Nod||*|
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Q4 TV, Print Opps: Crate & Barrel launches first holiday campaign with new creative AOR
Subject: TV, digital, print, social media
Company: Crate & Barrel, headquartered in Northbrook, IL, is a retail chain specializing in home furnishings, decor, houseware and accessories.
Opportunity: Now that Halloween candy is on sale, Crate & Barrel has debuted its first holiday campaign from its recently selected AOR, iSpot reports. The 60-second commercial will also air in 15- and 30- second versions and will run across TV and through digital channels. In addition to the typical holiday push, the company will be promoting additional work tied to Black Friday and Cyber Monday.
According to marketing VP Suzy Cirulis, the "holiday 2016 campaign continues to position the Crate and Barrel brand as the authority in entertaining, while still being approachable and fun." Note, that although she didn't mention this directly, "approachable" and "fun" sound like buzz words for more millennial-focused efforts, and while it shouldn't come as a surprise that the company is seeking younger customers, it's likely just trying to be more relatable to a wider range of consumers.
With that said, as the campaign continues to run through the end of the year, expect digital and traditional spend to be on the way up. Specifically, print continues to take up the largest portion of media spend, so dollars will be available here, as well as a rise in national TV spend, which is way up since last year when it ran no TV ads. Although digital display spend has decreased slightly since last year (per Pathmatics), the spending pattern has remained very similar. So, with spending typically the highest in Q4, expect digital to increase significantly from now until the end of the year.
This means that sellers should reach out now to pick up current campaign dollars as they become available. Focus pitches on high ROI mature millennial female engagement. Digital ad dollars appear to be coming out of Centro, Chi, but we'll let you know if we find out differently.
Incumbent: Crate & Barrel produced its holiday campaign in-house last year, and before that, creative was handled by TBWA/Chiat/Day LA, AOR since 2012.
Media Spend: According to Kantar Media, Crate & Barrel spent about $7.8 million on measured media last year, about $2 million of which was spent just from November through December.
TV Breakdown: Since January, iSpot reports that Crate & Barrel has spent $577,269 on national TV ads, a huge jump from the same period last year, when the company ran no national TV ads.
Digital Breakdown: Per Pathmatics, so far this year, Crate and Barrel has spent $696,500 on desktop ads (42% placed site direct), $93,400 on mobile ads (52% site direct) and $3,700 on video ads (9% site direct). Top ad destinations for desktop include mywedding.com (Meredith), greenweddingshoes.com, wunderground.com (The Weather Company), theknot.com and ticketmaster.com.
Looking at the same period last year, the company spent $708,700 on desktop ads (66% site direct), $97,400 on mobile ads (61% site direct) and $34,800 (47% ad network; 52% SSP).
Crate & Barrel
1250 Techny Road
Northbrook, IL 60062
Vice President, Marketing
Senior. Marketing Manager
Sr. Director, Brand Marketing