Schwarzkopf Professional | Company Profile, Marketing Contacts, Media Spend, Brands
Henkel Consumer Goods, Inc. formerly known as Schwarzkopf & Henkel, Inc. is a provider of personal care products. Henkel North America produces popular brands such as Dial, Purex and Right Gaurd, among many others. Schwarzkopf & Henkel, Inc. is located in Irvine, CA.
|Main Telephone||(310) 568-5400|
Schwarzkopf Professional ContactsContacts (1)
|Sonya L.||Public Relations & Digital Media Manager||CA|
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Rumor Confirmed: Henkel moving media to Starcom (Score 70)
Subject: TV, digital, mobile, video
Company: Henkel, global CPG giant organized into three business units: beauty care, laundry & home care and adhesive technologies.
Also, OMD West (more info below). Plus, we've all seen how safe legacy relationships have been the past few years.
Bellow originally posted 9/30
Opportunity: We've received word that media planning and buying is moving from Omnicom's Starcom, LA. We haven't been able to verify this completely, but we wanted to let you know since 2017 dollars should be moving. We'll keep you posted as we learn more.
So, start making introductions now to secure ad revenue for top ad spending brands, such as Dial soap, Purex laundry detergent, Loctite glue and Sexy Hair, along with new acquired Sun Products brands including All and Snuggle. Focus your initial pitch on in-house decision makers, who can recommend you to new Starcom contacts as they transition to the Henkel account. Plus, it never hurts to be in with the brand DMs signing off on purchase decisions.
Agences - creative reviews often follow media, and vice versa. Plus, much of Henkel's creative roster, including Red Tettemer on Dial and Right Guard, is past average AOR tenure (2.5-3 years), Winmo reports. Consultant Select Resources International managed the last review for Loctite in 2013, when Fallon was hired. Maybe they have insight into what's up.
TV Spending: Here's national TV spending levels for the brands listed above, per iSpot.tv.
Dial: $7.2 million, all of which has been spent since the middle of March.
Purex: $6.3 million, all of which was allocated from May to the end of July.
Loctite: $2.7 million, but these ads just starting running this month.
Digital Breakdown: Of these three brands, only Dial is the only one running substantial desktop display since January, according to Pathmatics. About $410,000 has garnered 96.2 million desktop impressions, 62% of which were purchased through the MaxPoint Interactive ad network. Besides walmart.com, top targeted sites include eonline.com and accuweather.com.
Almost $273,000 has gone to 8 million video impressions, 92% of which were bought direct from sites such as popsugar.com, circleofmoms.com and eonline.com.
Only $66,000 has supported 29.2 million mobile impressions, 87% of which went through MaxPoint. Dollars were spread out across many sites. In fact, the top targeted sites - accuweather.com and mocospace.com, have only accounted for 7% share each.
Note that Sexy Hair, acquired in summer 2014, has been receiving substantial desktop display support. About $225,600 has gone to 9.7 million desktop impressions. almost all of which were bought direct from sites such as instyle.com, cosmopolitan.com, pitchfork.com, newyorker.com and gq.com.
Henkel Corporation 1 Henkel Way Rocky Hill, CT 06067 (860) 571-5100
Vice President, Marketing
Director, Marketing - Loctite
Director, Marketing - Personal Care (Dial and Tone)
(480) 754-3425 (Based in Phoenix)
Senior Media & Integrated Marketing Manager (leads US media)
Direct Dial: (480) 754-7502 (Based in Phoenix)