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|Maury S.||Deputy Global Chief Financial Officer||NY|
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|Donna I.||Global Chief Executive Officer - Burson Cohn & Wolfe Worldwide||NY|
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|Joe G.||Chief Financial Officer, North America||NY|
Omnichannel eCommerce Opps: Pandora taps marketing leaders to drive new global marketing strategy, leaves online store open amid retail closings (Score 52)
set up two Global Business Units in order to offer more impactful products and marketing concepts, along with more consistent consumer experiences; they will spearhead concept development, design, execution and marketing plans, a shift away from Pandora's current strategy focused on product launches. The first unit, "Moments," will be led by Frederique Gouzard; the second, will be led by Raul Duque Ruiz. These DMs will join on May 4, 2020 and report to Carla Liuni, CMO since March 2020. This global strategy shift will affect stateside marketing, so we will keep an eye out for similar hires in the US.
**Note: Since Gouzard, Duque Ruiz and Liuni are not located in the US, we can neither provide their contact information nor add them to our database; reach out to lower-level DMs instead.**
Due to the global pandemic, most people aren't buying jewelry right now; JCK Online reported the effects of the virus on jewelry sales, which have been devastating so far in China, could end up having a global impact. Per WWD, the Hong Kong Retail Management Association approximates that from January 24-Feburay 2, "its member retailers saw between a 30 and 50 percent drop in sales compared to the same time a year prior." Considering this, we expect Pandora to focus on its eCommerce business for now; luckily for the company, it has a while to plan marketing for its top spending period, Q4. We will have to wait and see how the pandemic affects Pandora's sales; as of now, the company has temporarily closed all its physical store locations but left its e-Commerce store open.
iSpot reports the company spent $10.7m on national TV ads YTD, interestingly it did not air any TV ads during the same period of 2019. It spent $27.4m in 2019, about double $14.6m in 2018. It placed TV ads during programming popular among a both male and female millennials.
Pandora has a broad target audience as it markets towards male gift buyers as well as female jewelry seekers. As briefly mentioned, its spend spikes in Q4, and it will likely focus on its eCommerce sales for now. Offer omnichannel ad space since Pandora utilizes social and earned media, and Kantar data reveals it also uses OOH, print, radio and local broadcast.
Agency & martech readers - You may be able to secure work under Pandora's new leaders, so reach out soon; since BCW respectively assist with media and PR.