Zenith Media | Agency Profile, Contacts, AOR, Client Relationships
Service: media services
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Zenith Media Contacts
|Stephanie L.||Senior Vice President, Strategy||GA|
Sample of Related Brands
|Emily H.||Senior Vice President, Content & Digital Investment||GA|
|Laura D.||Senior Vice President, Strategy||GA|
|Mandy P.||Vice President, Strategy||GA|
|Victoria T.||Vice President, Strategy||GA|
Female Media Opps: Quilted Northern promotes new product with campaign from new creative AOR
said director & brand building leader Santiago Arboleda.
We don't know how long the campaign will last, but since Quilted has to gain awareness in a heavily saturated eco-friendly toilet paper market (competitors include Ever Spring, Who Gives a Crap and Seventh Generation), we imagine the campaign will be a longstanding effort. Therefore, sellers should reach out to try and secure last-minute revenue. Afterwards, focus on revenue tied to planning period Q2 and buying period Q1. Quilted targets women A35+, according to StatSocial.
Spend at the brand has been going down, but that trend will likely reverse itself soon. Georgia-Pacific invested $120m in its mill in southwest Alabama to strengthen its retail bath tissue sector. The money will be used to build a new tissue machine and roll storage building by 2020 to increase capacity and support new tissue lines. Increased production typically signals more marketing.
Keep in mind we're also likely to see strategy shifts at Quilted Northern since Georgia-Pacific is switching around its executive team. Kathleen Walters, EVP of consumer products for the entire Georgia-Pacific portfolio, is set to retire June 1. She will be replaced by David Duncan, who currently serves as Georgia-Pacific's EVP of building products.
iSpot reports a YTD national TV of $4.5m, none of which has been allocated to the new campaign, that has been placed on a diverse array of programming (see targeting right). Spend in the same timeframe of 2018 totaled $6m, full 2018 spend totaled $10.5m and spend in 2017 totaled $14.6m.
Adbeat reports digital display over the last 12 months totaled $8k, a decrease from $154.4k spent during the 12 months prior. Ads are placed primarily via Google Search Partners (71%), YouTube (22%) and Amazon Advertising (2%) onto sites like amazon.com, youtube.com, target.com, walmart.com and ebay.com.
Quilted Northern has also been know to use sponsorships, sponsoring the annual toilet paper wedding dress contest. Kantar reports it pulled out of print in 2017.
Agency & martech readers -- since Quilted Northern just switched creative, it may decide to switch up media, too. We believe media is still out of Epic Signal.