160over90 | Agency Profile, Contacts, AOR, Client Relationships
Service: digital design, interactive design
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- (310) 399-4242
|Derek V.||Chief Operations Officer||CA|
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|David F.||Senior Vice President & Head, Account Management||CA|
|Stephanie T.||Vice President, Business Development||CA|
|James L.||Associate Creative Director||CA|
|Mark B.||Executive Creative Director||CA|
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Account In Jeopardy Update: Netflix moves spend to Q4 to promote new programming (Score 79)
Update: We have a quick update on Netflix for you, readers. In the recent Q2 earnings call, execs disclosed that the streaming service plans to launch quite a bit of new programming during Q4 (e.g., The Crown, Casa de Papel and The Witcher). Therefore, it is moving some of its spend to the back half of the year in order to better promote those titles.
This means that sellers should reach out to try and secure revenue from the imminent marketing push. You should also keep an eye on upcoming programming for next year, too, as that will also likely receive a large marketing push. Remember that Netflix typically uses omnichannel strategies to engage Gen-Z and millennials.
Please read more about the company's recent spend and spending plans below. You can also read more about its recent spending here.
Agency & martech readers -- continue to reach out for work at this vulnerable account. Since Netflix is focused on promoting its original programming, make sure your pitches fall in line with that strategy. Remember that the company is using its original content to stay top-of-mind amid competitors like Disney+, AppleTV+ and Hulu.
Below was originally published July 16.
who departed in March. The media company hired Jackie Lee-Joe to the role, effective September, to oversee its $2bn marketing budget. She most recently served as CMO of BBC Studios, and prior to that, served as global director of audience marketing, entertainment partnerships & broadcast media at Skype.
The company also saw a number of lower-level shifts and began searching for a number of people (please view shifts axed its global brand marketing team a few weeks after Bennett departed.
Since an outside CMO hire is the number one harbinger of agency reviews, agencies and martechs should reach out for work. Netflix handles quite a bit of work in-house, but still employs agencies like MullenLowe Mediahub (media AOR since 2016). It has also been known to hire agencies for project-based remits. Focus pitches on promoting Netflix's increasing amount of original content so it can stay top-of-mind amid its growing number of competitors, which include Disney+, AppleTV+ and Hulu.
Keep in mind that Netflix is currently promoting its programming with a number of partnerships and merchandise initiatives. For example, for the launch of season three of Stranger Things, it launched collaborations with Coca-Cola, Baskin-Robbins, Nike and begun to stock retail stores with a slew of branded merchandise. It wouldn't be surprising for Netflix to take a similar approach to some of its other popular franchises including Orange is the New Black, Black Mirror and Unbreakable Kimmy Schmidt.
This isn't to say Netflix will stop using other forms of marketing, however. It still relies heavily on both broadcast and digital marketing, though both channels have seen decreases as of late because Netflix's overall marketing budgets have dropped. Plus, we doubt it would ever fully pull out of those channels since it just hired Lee-Joe to assist with marketing.
Therefore, sellers will likely have the best of luck with omnichannel strategies that can engage Netflix's Gen-Z and millennial-focused demographic. Netflix holds planning conversations in Q2 and buying conversations in Q1, though I would also keep an eye on upcoming programming.
iSpot reports a YTD national TV spend of $25.6m placed on a diverse array of programming (see targeting right). Spend in the same timeframe of 2018 totaled $57.8m, full 2018 spend totaled $99.2m and spend in 2017 totaled $45.1m.
Adbeat reports digital display over the last 12 months has totaled $34.5m and been placed primarily via Google (74%), direct buy (20%) and YouTube (3%) onto sites like ozy.com, thekitchn.com, youtube.com, littlethings.com and wikihow.com. Spend over the last 24 months has totaled $78.3m and been placed primarily via Google (61%), YouTube (20%) and direct buy (15%) onto sites like youtube.com, thekitchn.com, ozy.com, littlethings.com and indiewire.com.
The media company also typically uses outdoor, print and radio, according to Kantar. Outdoor increased by $9.1m to $32.9m from 2017 to 2018 while print increased by $2.6m to $4.8m and radio decreased by $3.2m to $29.5m.
Hookit reports sponsorships include Lewis Hamilton, Benedict Wong, Formula 1, Beatrice Vio and Always Evolving.