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Campaign Imminent: Novartis hires bespoke team for global media amid spend shifts (Score 70)
Pharmaceutical company DecisionMarketing.
We are likely to see a new campaign soon after NovartisOne2 starts on January 1, so sellers should reach out now to remain top-of-mind. Then, look for year round revenue since Novartis constantly releases new products and doesn't have a top spending period. It holds planning conversations in Q2 and buying conversations in Q1. It uses omnichannel strategies to reach a wide demographic.
Keep in mind that some of the company's channels (TV, radio and outdoor) have increased while others (digital and print) have decreased. Expect overall spend to increase since Novartis just saw a number of marketing leadership changes. Please view recent personnel hires and vacancies here.
iSpot reports a YTD national TV spend of $2.1m placed on a diverse array of programming (see targeting right). Spend in the same timeframe of 2018 totaled $225,151, full 2018 spend totaled $315,730 and spend in 2017 totaled $213,917.
Adbeat reports digital display over the last 12 months has totaled $99.4k and been placed primarily via direct buy (66%), other (17%) and Google (14%) onto sites like medscape.com, webmd.com, clevelandclinic.org, drugs.com and everydayhealth.com. Ads over the last 24 months have totaled $496.7k and been placed primarily via direct buy (53%), Google (27%) and other (10%) onto sites like medscape.com, skincancer.org, webmd.com, everydayhealth.com and verywell.com.
Kantar reports Novartis started using radio for this first time this Q1 with a small investment of $1,079. The company's investment in outdoor has also gone up - $108,000 in Q1 2019 versus $0 in Q1 2018 - while its investment in print has decreased from $8.8m to $13.6m.
Agency and martech readers -- since reviews tend to follow one another, reach out for creative and/or digital work. Competition will include here.