Luxe Collective Group | Agency Profile, Contacts, AOR, Client Relationships
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Luxe Collective Group Contacts
|Alyce P.||President & Executive Vice President, Director of Media Services||NY|
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|Dieter G.||Senior Vice President & Chief Financial Officer||NY|
|Walter C.||Chief Executive Officer||NY|
|Andrian A.||Media Planner, Integrated Strategy||NY|
|**********||media buying & planning||unknown||present||*|
|******* ***** ******* ** *******, ***.||Media Buying, Media Planning||2016||present||******|
|******* *****||media buying & planning||unknown||present||*****|
|*******||media buying & planning||unknown||present||*|
|****** ******||digital, media planning||unknown||present||******|
Male Gen-Z Opps: Citizen Watch taps new CMO amid digital ad spend surge (Score 68)
Company named Carla Wilkie as its new CMO in January. We believe Wilkie, formerly the chief strategy and integration officer at Taylor, replaces Ellen Seckler, Citizen's former CMO of two years, but we will let you know once we are sure.
**We have not been able to 100% confirm Wilkie's email at the time of publication, but will update the article as we learn more**
CMO hires often reflect an increased focus on advertising efforts, which could easily result in continued higher ad spend, particularly for digital, one of Citizen's current mostly-used channels.
Most of Citizen's national TV commercials of 2020, iSpot reports, targeted male sports enthusiasts watching shows such as College Basketball, The Jim Rome Show, PBR Bull Riding, College Football and The Curse of Oak Island. The company allocated an estimated $1.4m toward this channel last year, less than a third of the estimated $5.4m it allocated in 2019. Citizen's national TV commercials of both 2019 and 2020 aired during Q1 and Q4,
According to Pathmatics, in 2020, the company spent roughly $1.9m on digital ads, more than double the roughly $789k it spent in 2019. Citizen earned ~328.2m digital ads last year via mobile display (33%), Instagram (29%), desktop display (22%), Facebook (7%), Twitter (5%) and desktop video (4%) ads. Last year, Citizen's digital ad spend experienced a surge during Q4.
As you can see, the company's higher digital ad spend has partially been made possible by lower TV spend. Citizen increased its digital ad spend during a year when most consumers (citizens?) weren't really buying watches, so it will likely continue doing so as the global pandemic dies down. Its sharp upward momentum in digital advertising and heavy reliance on Instagram advertising lead me to believe its historically male target demographic particularly skews toward Gen-Z right now. To reach this audience, under its new CMO, the company may expand into additional digital channels such as podcast and/or OTT. Per Kantar data, Citizen invests in OOH, print (newspapers) and local broadcast as well. Its leaders hold planning conversations in Q3 and buying conversations in Q2.
Agency & martech readers - This newly-hired CMO will likely review Citizen's agency relationships soon, so get in touch to remain top-of-mind. To the best of our knowledge, the company currently works with media AOR We Are Social.