Baron & Baron, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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|Lisa A.||Chief Executive Officer||NY|
|Patrick-Robert H.||Business Director||NY|
Score 83 - Account in Jeopardy: #48 Coach hands media work to UM, creative next?
UM replaces Vulnerable Account Index for the time being.
Sellers - a new media agency hire usually closely precedes a campaign launch, so look for a new campaign to launch by fall 2017. Read more about Coach's marketing and media plans and spend below.
Below was originally published on 2/22:
During the Q2 earnings call, Luther and Dauber, sadly).
Over the past two years, Coach has undergone a brand transformation that has positioned it as a lifestyle brand (more here). During the holiday, Coach launched Heritage Gifts, a year-round dual gender gifting strategy "grounded in tanned leather featuring pops of color and a balance of emotionally novel giftables."
The company also expanded the Coach 1941 handbag line and launched its first-ever all-door, pre-spring collection. Further, Coach is repositioning the brand in North American department stores (four were completed in Q2). These renovations, along with the update of its retail locations are a "key component of brand elevation strategy," as is in-store experience.
Pay attention to Coach's outlets, as well. The company drives consumer engagement in this segment through mailers, emails and the in-store experience, so there should be dollars available here. Keep in mind that Men's a major focus for Coach's outlets and the company's plan is for Men's to be over 20% of the channel by the end of the fiscal year (July).
Experience: Becil joins Coach from Equinox, where he served as CMO for four years.
Media Spend: According to Kantar Media, Coach spent $24.6 million on measured media through Q3 2016.
National TV Spend: After a three year hiatus, Coach returned (briefly) to TV last fall. The company spent $1.5 million to air "Downtown" for one week in September. See iSpot's chart for show targeting.
Digital Breakdown: Per Pathmatics, Coach spent $2.3 million on digital display ads in 2016 (87.7 million impressions). Ads were mostly split evenly between desktop video (50%) and desktop (45%) with small remainder of mobile ads (5%). See chart for impression sources and spend share.
Top 2016 ad destinations included: refinery29.com, youtube.com, elle.com, vogue.com, vanityfair.com, nymag.com and purewow.com.
516 West 34th Street
New York, NY 10001
Chief Marketing Officer - Coach
President, Marketing, Digital & Customer Experience – North America