360i, LLC / Vizeum | Agency Profile, Contacts, AOR, Client Relationships
360i, LLC / Vizeum Contacts
|Amanda A.||Executive Vice President & Managing Director||IL|
Sample of Associated Brands
|Tiffany C.||Senior Vice President & Group Account Director||IL|
|Brendan A.||Vice President, Search Lead||IL|
|Bruce W.||Vice President, Media Practice Lead||IL|
|Jonathan F.||Vice President, Performance Media Accounts||IL|
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Score 37 - Future Possibility: DSW shuffles executive team post-acquisitions, decreases spend
Update: SGB Media.
Bill Jordan will become president of DSW and be responsible for all US and Canadian operations. He most recently served as president & CEO of Town Shoes Limited, and prior to that, served as EVP & Chief Administrative Officer of DSW.
Mary Turner will become president of the Shoe Company and Shoe Warehouse banners in Canada, where she will be responsible for developing a strategy to expand the value chains to the US. She most recently served as COO of Town Shoes Limited, and prior to that, served as EVP of merchandising & head of business development at Hudson's Bay Company.
Debbie Ferrée will become vice chair and president of DSW and "will focus on growing strategic vendor relationships across all of the brands." Ferrée has been at DSW since 1997 and most recently served as chief merchandising officer.
The vacant chief merchandising role will be filled by Jim Weinberg. Weinberg began working with DSW in 2015 as SVP & GM of its Affiliated Business Group (ABG) and was promoted to SVP and general merchandising manager of the company's women's footwear and exclusive brands business in 2017. Before his tenure at DSW, he was chief merchandising officer at Beyond the Rack.
These personnel will report to CEO Roger Rawlins and will help DSW grow and retain its position as "the most dominant footwear player in North America." I imagine they'll also have some say in agency relationships, so agency & martech readers should reach out. Competition will likely include Translation. Focus on helping DSW grow, especially through the personnel's specific areas of focus.
DSW uses TV, digital, out-of-home, print, radio, cause marketing and experiential, but has been placing a bigger focus on digital, social, CRM and e-Commerce. Overall spend has been going down. Please read about its recent spend below and here.
Sellers -- these personnel will likely shakeup strategy, so reach out. DSW primarily targets women, especially Gen-Z, millennials and moms. It typically spends the most from Q4 to Q2, but Q3 (back-to-school) has become important with the introduced cannabis-infused Seventh Sense beauty products into its stores.
Below was originally published 12/17/18:
VIP Rewards. This means we can expect furthered increases in digital marketing and expect more additions to the rewards program. In Q3 alone, DSW expanded VIP Rewards with real time points and rewards accumulation, the ability to donate rewards to DSW's non-profit partners and the ability to earn points for engaging with the brand by trying on shoes, filling customer profiles or watching online videos.
I think CRM and personalization outside of the loyalty program are big focuses for DSW, too, though. It recently promoted Paige Florie from media specialist to senior consumer marketing specialist (October) and hired former regional marketing manager at McDonald's, Therese Russell, as senior marketing manager of customer loyalty (November).
Therefore, sellers should reach out for increased digital marketing and CRM dollars. Spend is usually highest from Q4 to Q2, but Q3 (back-to-school) has become important with the launch of DSW Kids, so it may be in your best interest to reach out year round instead. DSW primarily targets women, especially younger ones (Gen-Z and millennials) and moms.
Remember DSW also runs quite a bit through cause marketing with its DSW Gives initiative. Gives has three areas of focus: empowerment, wellness and community. For empowerment, it partnered with Be Strong and will empower students; for wellness, it partnered with Soles4Souls to donate shoes; and for community, it launched a variety of local events like United Way fundraisers and Red Cross blood drives.
The increases in digital marketing and cause marketing have resulted in decreases in other channels, most notably TV. Overall spend at the company has decreased, but that likely has to do with the investments in newly-acquired Camuto Group. Spend should return to normal levels soon, especially since execs frequently mentioned plans to increase spending.
Speaking of Camuto Group, the brand announced it renewed its licensing partnership with Jessica Simpson's footwear business, so it will continue to develop new items in the line. We are unsure how long the new contract will last, but Camuto and the Jessica Simpson Collection will enter their 14th year of partnership in 2019. Keep new products from this partnership on your radar.
iSpot reports a YTD national TV spend of $44,065 placed on "Today 1," "CBS This Morning" and "Animal House [Movie]." This is a decrease from 2017, which saw a spend of $705,377 placed on a more diverse array of shows (see targeting right). Spend in 2016 totaled $7.9 million.
Adbeat reports digital display data across the last 12 months totaled $649.6K and was placed primarily via direct buy (52%), Google (45%) and YouTube (2%) onto sites like worldstarhiphop.com, myrecipes.com, xe.com, wrestlinginc.com and thekitchn.com. Ads across the last 24 months totaled $1.4 million and were placed primarily via direct buy (54%), Google (36%) and other (1%) onto sites like myrecipes.com, shape.com, worldstarhiphop.com, popsugar.com and health.com.
DSW out-of-home and print channels saw decreases this year, while radio saw increases, according to Kantar.
Winmo states media has been out of Translation.