Colle + McVoy | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(612) 305-6000|
|Main Fax||(612) 305-6500|
Colle + McVoy Contacts
|Phil J.||Chief Operating Officer||MN|
Sample of Associated Brands
|Lisa M.||Chief Financial Officer||MN|
|Christine F.||Chief Executive Officer & President||MN|
|Mike C.||Chief Creative Officer||MN|
|Mike S.||Account Director||MN|
|** *******||Media Buying, Media Planning||2016||present||*******|
|***||Media Buying, Media Planning||2016||present||*|
|********** ****-***********||AOR - creative, media buying & planning, social||2014||present||******|
|******** *****, ***.||Creative, Media Buying, Media Planning, Public Relations, Social||2014||present||*|
|****** ****** ** ****||Creative, Media Buying, Media Planning, Public Relations, Social||2014||present||*|
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Score 60 - On the Brink: Outdoor brand Mountain Hardwear names new prez
According to Columbia president Bryan Timm, the MH brand "has a rich history of serving the high-performance needs of alpinists who challenge themselves and their equipment in extreme conditions." While this segment should certainly be considered in targeting, don't forget the hoards of frat boys I went to college with who also sported the brand as a fashion choice.
Readers may remember that MH parent Columbia has been increasing marketing spend, particularly digital and social efforts, since last fall (more here). While MH was not specifically mentioned in these increases, it would stand to reason that a new brand president could signal increased spend. Additionally, look for partnership/sponsorship opportunities, as Columbia served as the presenting sponsor of the Annual Ultra-Trail du Mont-Blanc, while MH served as the ultra partner for equipment.
During the February Q4 earnings call, Columbia CEO TIm Boyle said that while MH has strong loyalty among its core customers, the brand still has "a lot of work to do" before slowing sales trends are expected to reverse. As such, "modest" declines are anticipated in 2017, but this could be a good opportunity for the brand to spend slightly more in order to raise brand awareness outside of its core customer base.
According to Winmo, Colle + McVoy is creative AOR. Agency readers should note that both of these relationships are past average tenure (2.5-3 years).
Experience: Vernachio most recently served as VP of global product for VF Corporation).
Digital Breakdown: Per Pathmatics, MH has spent $56,100 on digital display spend since Jan. 2016 (20 million impressions). The majority of these ads have been desktop (94%) and were placed through Conversant (84%) or myThings (15%). Top ad destinations include: yahoo.com, wunderground.com, ebay.com, realtor.com and worldstarhiphop.com.
1414 Harbour Way, S.
Richmond, CA 94804
Chief Marketing Officer - Columbia Sportswear