Cutwater | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(415) 341-9100|
|Chuck M.||Founder & Chief Creative Officer||CA|
Sample of Associated Brands
|Christian H.||President & Principal||CA|
|Pip B.||Media Director||CA|
|Richard T.||Associate Director, Communications & Content Strategy||CA|
|Greer G.||Senior Account Director||CA|
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Score 62 – On the Brink Update: American Giant taps new agency, launches new digital campaign
Subject: eCommerce, digital, online, social media
Company: American Giant, headquartered in San Francisco, CA, is an e-Commerce-only premium clothing manufacturer that specializes in 100% cotton shirts, sweatshirts and bottoms, and is all made in the U.S.
Update (12/5): After naming big time marketer Beth Gumm as its CMO earlier this year (more below), the online clothing retailer has just launched its newest digital campaign with San Francisco- based agency Cutwater. The new creative, titled "Thank the Struggle," is running across Facebook, Instagram and YouTube, and is based on the idea that life's struggles and challenges are the moments that make us who we are.
Agencies should keep pitching since we expect decision makers to be most receptive to pitches through April. Keep in mind that Cutwater has worked with the brand since 2011, well past average AOR tenure (2.5-3 years).
Sellers - keep going after current campaign dollars. Focus on digital and social media revenue. Focus pitches on high ROI millennial engagement, as this is primarily who the brand is trying to reach.
Below originally published 6/10
Opportunity: Named Levi Strauss marketing veteran Beth Gumm, as its new CMO where she will lead all marketing and e-Commerce initiatives for the company. Gumm joins American Giant at a pivotal time. The company has already received a lot of attention for the creation of the “Greatest Sweatshirt” ever, which has been known for its long waiting lists, and has now released its T-shirt counterpart.
With viral popularity of products continuing to rise, and the company’s belief in the validity of U.S. manufacturing and supply, this has become a trending category for millennial shoppers. Look for a continued focus on reaching a younger audience. Specifically, look for an increase in digital, as the company has nearly run as many digital display ads in H1 2016 as it did in full 2015.
Keep in mind that the company is only four years old, so currently it looks like everything is handled in house, although we have not been able to get confirmation on this. However, as a quickly growing brand with a new CMO, adding an agency to its roster is likely in the cards for the company moving forward. Therefore, agencies should reach out to Gumm now, with 25 years of eCommerce marketing experience, she won’t need much time to get the ball rolling. Focus your pitch on new ways to reach millennials in the digital space. Additionally, digital sellers should be making introductions as well, focusing on urban millennial lifestyle engagement.
Experience: With 25 years of marketing experience, Gumm most recently served as the VP of marketing and global eCommerce for Nestle USA.
Digital Breakdown: Since January, Moat reports that American Giant has run 18 standard display and three high impact ads on 323 publishers (<1% mobile). Of these, <1% were placed site direct versus programmatic. Top ad destinations include wral.com, previewsworld.com, cheezburger.com, housebeautiful.com, ultimateguitar.com, pressroomvip.com, bizjournals.com and cbs.com.
In comparison, for all of 2015, the company ran 22 standard display ads on 530 publishers (<1% mobile), <1% were placed site direct.
161 Natoma St.
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Chief Marketing Officer