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Baron & Baron, Inc. | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(212) 397-8000
Primary Address
435 Hudson Street
Fifth Floor
New York, NY 10014
USA

Baron & Baron, Inc. Contacts

Contacts (3)
Name Title State
Fabien B. President NY
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (212) 397-8000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 435 Hudson Street
Fifth Floor
New York, NY
10014
USA

Lisa A. Chief Executive Officer NY
Patrick-Robert H. Business Director NY

Client Relationships


Brand Service From To Media Spend
***** creative unknown present *******

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Score 83 - Account in Jeopardy: #48 Coach hands media work to UM, creative next?


Two months after creating the new CMO position (more below), luxury lifestyle brand

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).

Ultimately,Coach is focused on creating desire for the brand and highlighting its fashion positioning. Enter a 

Additional Information

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.

Coach, Inc.
516 West 34th Street
New York, NY 10001
(212) 594-1850

Carlos Becil
Chief Marketing Officer - Coach
(212) 594-1850
cbecil@coach.com

Andre Cohen
President, Marketing, Digital & Customer Experience – North America
(212) 594-185o
acohen@coach.com