Polartec, LLC | Company Profile, Marketing Contacts, Media Spend, Brands
Polartec fabrics, headquartered in Lawrence, MA, is a leader in the most advanced performance textiles. The company was one of the first to introduce fleece to the clothing market.
|Main Telephone||(978) 685-6341|
|Main Fax||(978) 975-2595|
Polartec, LLC ContactsContacts (5/6)
|Gary S.||Chief Executive Officer||MA|
Sample of Associated Brands
|Phillip M.||Senior Vice President, Global Operations||MA|
|Doug K.||Vice President, Product Management||MA|
|Darren J.||North American Marketing Manager||MA|
|Karen B.||Manager, Product Marketing||MA|
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TV Opps: Polartec retains brand comms AOR ahead of product launch
Subject: TV, social media, PR, digital, print
Company: Polartec, headquartered in Lawrence, MA, is a leader in the most advanced performance textiles.
Opportunity: Named Fielding Miller as its marketing AOR to oversee brand communications with a focus on editorial marketing, content strategy, production and distribution. Miller, founder of Fielding Miller LLC, was awarded this work based on his prior agency work for the company, that provided him with deep knowledge of the products and its markets. This appointment comes just as Polartec is launching its new cooling fabric, which is the brands first platform designed for hot weather. Additionally, next week, the company will be announcing the winners of its Polartec Apex Design Awards, which will highlight the most innovative and appropriate uses of Polartec fabrics spanning across multiple categories, including outdoor, workwear, athletic and fashion.
Keep in mind that Polartec has not been a big ad spender thus far, focusing most of its marketing on print and internet display. However, the company recently shifted its efforts, launching its first ever national TV ad in February, which made up the majority of its budget for Q1. Additionally, its important to note that naming a new AOR is likely a signal that marketing efforts will continue to shift and advertising will be positioned in the most strategic way based on the what has worked for the company so far. In other words, look for an increase in digital and social in the short term, and broadcast and print on a larger scale with a long term focus.
Therefore, sellers should be on the look out for a new campaign, to coincide with the launch of the company's newest product, which could debut as early as this quarter. Look for digital and traditional ad dollars to become more available moving forward. Those with deep active lifestyle and outdoor-focused millennial engagement will have an advantage here.
TV Breakdown: According to iSpot, since the beginning of the year, Polartec has run one national TV ad, titled "Science of Outdoor Fabric," which aired for the first time Feb 11, and has cost $53,741 thus far.
46 Stafford Street
Lawrence, MA 01841
Marketing Manager, North America