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Vitro Agency | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone (619) 234-0408
Main Fax (619) 234-4015
Primary Address
2305 Historic Decatur Road
Suite 205
San Diego, CA 92106

Vitro Agency Contacts

Contacts (5/16)
Name Title State
John V. Principal & Executive Creative Director CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (619) 234-0408
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2305 Historic Decatur Road
Suite 205
San Diego, CA

Tom S. Principal CA
Mike B. Design Director CA
Brian D. Brand Creative Director CA
Josh N. Senior Art Director CA

Client Relationships

Brand Service From To Media Spend
***** Media Planning 2006 present *
****** ********** *********** Creative, Media Planning unknown present *****
******** Media Planning 2006 present ******
******* ****** *******, ***. Creative, Digital 2016 present ******
** ***** **** Creative 2016 present *******

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Digital Opps: Caribou Coffee CMO promoted to prez after creative, media shift

Subject: digital, outdoor, sponsorship


Update (11/28): Company veteran Michele Vig, who has been CMO for about a year now, was just promoted to president. It appears that she'll still oversee marketing directly, but we'll keep you posted as we learn more. We wanted to let you know of her promotion more so to ensure that your outreach wouldn't appear dated.

Earlier this year, creative and media moved to MDC's Vitro, San Diego, meaning new campaign dollars should be available during the winter months. Focus your pitch on securing display, the bulk of Caribou's ad budget, according to Kantar Media. 

Below was originally published on 8/19:

Opportunity: We've learned that here), has also picked up media planning and buying. It appears that the MDC shop has only had media a few weeks, so staff may not have fully transitioned. Still, now's the time to make introductions and secure ad dollars targeting upscale coffee junkies.

With pumpkin latte season coming up, an advantage may go to sellers with high engagement rates among the leggings-and-Ugg-clad crowd (no shade, as I'll sip a pumpkin spice craft brew). Focus on out-of-home and digital, Caribou's top revenue channels. 

Additional Insight

Incumbent: Haworth was on media since 2011, Winmo reports. 

Media Spend: $4 million went to measured media last year, most of which went to display, Kantar Media reports. 

Digital Breakdown: Caribou's display presence this year has been all desktop and started swelling in June. About $100,000 has garnered 9 million impressions, 68% of which were bought site-direct, The Trade Desk

News, tech and entertainment publishers have been targeted the most. Top sites include,,,,,, and

Caribou Coffee Company 
3900 Lake Breeze Ave. N.
Minneapolis, MN 55429
(763) 592-2200

Michele Vig 
Senior Vice President, Marketing
(763) 592-2200

Stephanie Cadmus
Franchise & Foodservice Marketing Manager
(763) 592-2200