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Male Gen-Z, Millennial Opps: Eddie Bauer taps email AOR amid temporary ad spend decreases
BrightWave as its email AOR to handle email channel management, strategy and technology implementation while ensuring that EB's inbox experience is in line with its other cross-channel marketing.
The company has started gradually reopening its store locations with extra precautions. It also responded to the global pandemic by making and donating face masks. EB is currently promoting its 100th birthday with special deals.
EB has yet to place a national TV ad in 2020, but it spent around $9.1m in this channel in 2019 and $8.5m in 2018. The majority of the budget was allocated to Q4 in both years. It mainly targets Gen-Z and millennial men through this channel (see targeting right).
Now that the company is starting to reopen its stores, its ad spend should pick back up. Since it's targeting male Gen-Z and millennials, you may also want to offer OTT, paid social and/or podcast ad space.
Agency & martech readers - Reviews often follow one another, so reach out soon to secure potential creative, digital analytics and/or social media work. Winmo states EB works with Conveyor Media (media planning).