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Score 78 - Account in Jeopardy: Keds hires marketing VP, global creative AOR for brand reintroduction

who departed last July.

Lower-level shifts include the hire of global brand director Kelly Cahill, former US sports brand communications director at Adidas (April), and e-Commerce marketing manager Meredith Parmalee, former digital marketing manager at Skedaddle (January).

These personnel have big plans for the brand and they started with agency relationships. They axed the in-house team and moved global creative to Campaign.

There's a good chance Lewis and her team will bring on additional agencies to assist with Keds's reintroduction, so agencies and martechs should reach out for media and/or digital work. Winmo states digital and media has been out of PGR Media since 2014. Focus pitches on assisting with the reintroduction as well as with differentiating Keds from competitors like Vans, Converse and Superga.

Keep in mind that Keds saw 20% growth during Q1. Execs in the parent company's Q1 earnings call stated the increase was driven by the core Champion product category as well as product collaborations. It just announced a collection with Ace & Jig.

More collaborations are imminent, so sellers should reach out for revenue tied to those (and the spend increases we are seeing as Keds grows and as Lewis spreads her influence). You should also watch for the first campaign from Joan, which is supposed to drop during spring 2020. It's highly likely the campaign will be in relation to International Women's Day as the brand usually launches a campaign for the March event.

Know that the company also typically spends highly during other female-focused days like Women's Equality Day (August). It usually spends the most during H2 while holding planning conversations in Q3 and buying conversations in Q2. As you can probably tell, it focuses on women, especially millennials and Gen-Z with the upcoming reintroduction.

Kantar reports spend in 2018 totaled $141,500 and was placed via digital ($75,787) and print ($65,713). This marks an increase from 2017, when $9,106 was spent solely on digital. Spend in 2016 totaled $463,728 and was allocated across digital ($19,616), outdoor ($86,995) and print ($357,117).

Adbeat reports digital display over the last 12 months has totaled $1.1m and been placed primarily via Google (83%), direct buy (14%) and Amazon Advertising (6%) onto sites like worldlifestyle.com, wikia.com, someecards.com, suggest.com and jezebel.com. Ads over the last 24 months have totaled $1.8m and been placed primarily via Google (51%), direct buy (42%) and Amazon Advertising (4%) onto sites like thezoereport.com, footwearnews.com, worldlifestyle.com, wikia.com and shefinds.com.