160over90 | Agency Profile, Contacts, AOR, Client Relationships
Service: digital design, interactive design
- Main Telephone
- (310) 399-4242
- Main Fax
- (818) 399-4244
|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|
|Noah R.||Group Account Director||CA|
|Rachel Y.||Associate Creative Director||CA|
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Score 89 - Review Imminent: Under Armour hires global sports marketing SVP amid continued spend shifts
Over the last year, there have been numerous (and I mean numerous) leadership shifts at reportedly assist UA with its focus on better connecting with consumers by creating "compelling engagements and powerful experiences," as well as by creating purpose-driven sports marketing strategies that leverage consumer insights. He most recently served as sports marketing VP at Red Bull.
Eggert's hire is not the only sports marketing hire that UA has made, so there's a good change UA wishes to use the medium to reverse its here.
These personnel shifts increase the chance that we'll see agency shifts at this Havas Sports & Entertainment (PR & social).
Focus pitches on assisting UA with its spend shifts. As we previously reported, UA is focused on high ROI, an always-on mentality and heavy usage of data & analytics. Execs in the recent Q1 earnings call confirmed that these objectives will continue and disclosed that UA will also start to focus more on brand and product stories.
These shifts will boost marketing spend, so sellers should reach out for revenue, too. Try to join planning conversations in Q1 and buying conversations in Q4, and keep top-of-mind for UA's constant stream of new products (e.g., UA launched wireless earbuds with help from The Rock). Know that UA primarily targets men, especially millennials and Gen-Z, but has been making strides to increase engagement among women.
iSpot reports a YTD national TV spend of $9,299, a decrease from the $146,240 spent during the same timeframe of 2018. Full 2018 spend totaled $791,179 and spend in 2017 totaled $4.8m. Ads are typically placed on sports programming (see targeting right).
Adbeat reports digital display over the last 12 months has totaled $4.4m and been placed primarily via direct buy (50%), Google (34%) and YouTube (8%) onto sites like youtube.com, nfl.com, myfitnesspal.com, espn.com and fashionbeans.com. Ads over the last 24 months have totaled $10.6m and been placed primarily via direct buy (35%), Google (28%) and YouTube (17%) onto sites like youtube.com, amazon.com, espn.com, nfl.com and uproxx.com.
The company also typically uses outdoor, print and radio. Kantar reports outdoor and print deceased from 2017 to 2018, but radio actually increased.
Sponsorships are numerous, but execs in the earnings call specifically mentioned Stephen Curry and Joel Embiid. Therefore, UA may be placing a slightly higher focus on sponsors in basketball over other sports.
Please read more of WinmoEdge's latest on the athletic clothing company here.