Badger & Winters | Agency Profile, Contacts, AOR, Client Relationships
Service: design firm
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Badger & Winters Contacts
Sample of Related Brands
|Madonna B.||Founder & Chief Creative Officer||NY|
|Grace C.||Executive Director, Creative||NY|
|Charles C.||Advertising Management Supervisor||NY|
|John C.||Director, Creative||NY|
Campaign Imminent: Signet Jewelers increases ad spend ahead of key holiday season (Score 82)
Jewelers experienced high-double-digit e-Commerce growth in Q2, and this momentum carried into Q3, as reported by execs in its recent earnings call. The company drove e-Commerce sales of 72% of Q2 2020 versus Q2 2019. Right now, Signet is preparing for this year's holiday demand.
The company is shifting its focus more to digital, more precisely and efficiently targeting current and new customers relevantly and engagingly in areas where department stores and independent jewelers are closing. Additionally, it supported existing marketing efforts with the launch of influencer and social programs, which resulted in increased website traffic, per the call.
The global pandemic also heightened e-Commerce penetration, which was 30% in Q2, by leading to the temporary closures of many stores. This will likely result in holiday ads promoting Signet's online businesses.
View Adbeat's and iSpot's estimations of recent digital display and national TV for Signet's top brands (here; I'd also like to note that digital display ad spend for Jared, Zales and Pagoda picked back up in late June 2020 after having stopped for a while in April 2020. Additionally, note that 3/4 of the company's overall digital display ads placed from September 2018-2020 were placed from September 2019-2020. Per Kantar data, Jared and Kay hold planning conversations in Q1 and buying conversations in Q4.
Additionally, Magellan reports Signet aired seven podcast ads for Jared within the past year.
The company's target demographic consists of women and gift-giving men, but upcoming holiday ads will primarily target the latter. Its sharp increase in digital display ad spend and usage of podcast ads signal a skew toward Gen-Z and millennials. To reach this audience, Signet may also invest in digital channels such as paid social and/or OTT. Sellers should get in touch soon to secure last-minute holiday (Q4) ad dollars.
Agency & martech readers - To the best of our knowledge, CMO Colleen Rooney has not yet led any agency reviews since her appointment in Conversant (digital for all brands).