Pacific Communications | Agency Profile, Contacts, AOR, Client Relationships
Service: full service, healthcare specialty
- Main Telephone
- (714) 427-1900
Pacific Communications Contacts
Sample of Related Brands
|Peter S.||Executive Vice President & Creative Director||CA|
|Kun Yang K.||Senior Vice President & Director, Client Services||CA|
|Ryan O.||Senior Vice President & Director, Client Services||CA|
|Patrick M.||Vice President & Group Creative Director, Interactive||CA|
Campaign Imminent: Allergan hires media AOR, moves digital in-house amid millennial shift (Score 29)
Pharmaceutical company MediaCom, did not participate.
The pharmaceutical company also just moved digital work in-house, having formed data science and digital marketing group Allergan Data Labs late last year. The team oversees digital consumer experience across all brands and uses machine learning to better target consumers (more personally and more effectively).
We don't know when we'll see a new campaign from this agency team (Allergan Data Labs already launched a digital marketing campaign for Botox on Mother's Day and a digital initiative to drive website traffic conversion for CoolSculpting), but sellers should reach out to remain top-of-mind. Allergan constantly releases new products (e.g., muscle toning system called CoolTone is expected to launch in late 2019 and will be marketed alongside CoolSculpting) and spend is slated to go up since it expanded its marketing team.
Most notably, Allergan promoted Erin Capra from women's health contraceptives executive marketing director to women's health marketing AVP (March) and hired Allison Vu, former paid social media and brand communications lead at Mazda, as associate digital marketing director (May). Please view lower-level shifts here.
These personnel are likely to focus on digital marketing since digital moved in-house. However, note that execs in the recent earnings call said there are plans to increase consumer marketing and activation for CoolScuplting. There are also plans to shift marketing from awareness to usage via partnerships with high-end health clubs and events at luxury malls and wellness centers. Neither of these efforts will stop Allergan's use of broadcast or print.
Therefore, sellers who go after work on this account should pitch omnichannel strategies led by digital. Allergan's demographic skews towards affluent older women, but it has been trying to increase engagement among affluent female millennials, especially for the Botox brand (more here). It typically holds planning conversations in Q3 and buying conversations in Q2.
Please view digital display spend (courtesy of here. Know that the brands also typically use print, though they pulled out of outdoor and radio in 2017. Sponsors include Sonja Morgan, Kristin Davis, Johnny Weir, Ian Poulter, Lo Bosworth and Lauryn Evarts.
Agency and martech opps -- since reviews tend to follow one another, reach out for possible creative work. Creative varies from brand-to-brand, but Winmo states competition may come from Arnold Worldwide. Focus pitches on assisting VMLY&R with its millennial and spend shifts.