Back to All Agencies

VMLY&R | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(269) 349-7711
Primary Address
600 East Michigan Avenue
Suite D
Kalamazoo, MI 49007
USA

VMLY&R Contacts

Contacts (4)
Name Title State
Noel C. Chief Creative Officer MI
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (269) 349-7711
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 600 East Michigan Avenue
Suite D
Kalamazoo, MI
49007
USA

Brad L. Group Creative Director MI
Farris K. Group Director, Strategy & Insights MI
Malauri R. Senior Customer Experience Strategist - FordPass & Lincoln Way MI

Client Relationships


Brand Service From To Media Spend
**** *********** Creative, Media Buying, Media Planning 2020 present *******
*******, ***. Media Buying, Media Planning 2017 present ******
****** ********, ***. digital 1998 present *****

See Winmo sales intelligence in action

WinmoEdge

Gen Z Digital Opps: Express plans to reduce marketing spend, seeks to hire new marketing specialists (Score 87)


When we last bring it back to life. Both of these leaders are still with the company, per the Q3 2019 earnings call recorded in December. Tervo mentioned that Express needs to reshape its focus on branding rather than on store presence. Express did research in Q3 to measure consumer expectations for the company, which we should reportedly see this month. We may see cutbacks on spend, though, as the new strategy will reportedly reduce current spending.

We may see increased social media activity soon enough--Express is seeking to hire at least two more marketing-related leaders: a senior social media specialist and a creative director and head of content. The social media specialist will work out of NY while the creative director will work out of the OH headquarters. 

The marketing team is working closely with chief merchandising officer Melissa Akay, who heads product strategy. Tervo plans to craft a better-aligned marketing and product message for 2020. Tervo is shifting the focus to consumer retention and acquisition through a deeper, more compelling story strategy to "gain greater share of wallet" from present shoppers and "entice" those who haven't yet fount themselves shopping at Express.

The target demographic hasn't changed, nor has the brands overall purpose of molding to the present-day young adult looking to individualize themselves among a sea of "different" clothing. In order to better gather the attention of Gen Z, Express is looking to personalize its messaging further. A new customer feedback tool will allow shoppers to report any in-store issues (sorry, Express employees), and a newly-enhanced go-to-market strategy will make Express's marketing efforts "more efficient, more effective, more connected across functions and faster...at a reduced cost."

Adbeat measured that Express spent approximately $3.5 million from January 2019 - 2020. There was one day in late February 2019 when spend increased substantially. We may see another high-cost, post-Valentine's Day marketing push. Given the planned lower spending, however, this might not be the case. More than half of the ads placed during this 12 month period were videos published through YouTube ($2 million) onto youtube.com ($2 million, so most of the budget), coolmathgames.com, mogafire.com, time.com and hungama.com. Express spent an estimated $2.5 million from December 2018 - 2019; we will likely see another drop in digital display spending this year as a result of the "more efficient" marketing efforts to come.

According to iSpot, Express spent approximately $317.8k in FY 2019 on national TV ads, heavily in H1 2019. In FY 2018, it spent $1.7 million, highest in Q1 followed by Q4. While that was a large cut back, we may see another decrease in this channel for 2020. Or, Express could choose to allocate most TV dollars toward sports-related airings with a similar spend to 2019. See the chart to the right for top show targeting.

Sellers -- Kantar reports an increased interest in print for H1 2019; this may feed into H1 2020. Express also typically invests in OOH, per this resource. If you can offer social media and digital display space targeting Gen Z male and female retail shoppers, you'll likely have the upper hand. We may see increased social media efforts while other channels drop in spending.

Agency readers -- As far as we know, Capgemini serves as creative and digital AOR. If you can offer social media assistance, get on Express's radar; it's looking to hire that senior social media specialist, which could lead to an open opportunity for you. Contact someone beforehand to be top-of-mind when the specialist arrives.