The Gate Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
|Main Telephone||(212) 508-3400|
|Main Fax||(212) 508-3543|
The Gate Worldwide Contacts
|Awilda C.||Chief Financial & Operating Officer||NY|
Sample of Associated Brands
|David B.||Chief Creative Director||NY|
|Charlie K.||Production Director||NY|
|Gina G.||Digital Producer||NY|
|***** ***||AOR - creative||1998||present||*|
|**********||AOR - creative, media planning||2015||present||*******|
|****** ***** ******, ***.||creative, digital, media buying & planning, merchandising||2014||present||******|
|****** **** *******||AOR - creative||2008||present||******|
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TV, Print Opps: Children's clothing brand Garanimals launches new campaign, shifts marketing efforts
Subject: Social media, TV, digital, print, multicultural
Brand: Berkshire Hathaway.
Opportunity: Since its start back in the 1970s, Garanimals has continued to offer iconic children's apparel at affordable prices. So, as a reminder of its heritage, the classic brand recently launched an ad campaign titled "Big on cute. Small on price." The new spots, created by NYC's The Gate Worldwide, target first-time moms who have not only been exposed to the Garanimals brand, but possibly even wore it as a child.
According to the agency's chief creative David Bernstein, the shop has shifted Garanimals' media strategy and programming to target more consumers living in multi-generational households. With that said, coinciding with the shift in strategy and programming efforts, marketing dollars have been relocated to different ad channels.
In fact, since last year, iSpot reports a significant increase in national TV spend since last year.
In the past, national TV spend has been concentrated primarily to Q4, but since January, Garanimals spent a large portion of its TV dollars in Q2. Therefore, TV sellers should be reach out now to pick up any available ad dollars through the end of the year.
Furthermore, Kantar Media reports that the brand's top ad channel has continued to be print. Focus pitches around high ROI engagement among mature millennial female mothers, specifically single, working moms with young children.
TV Breakdown: Since January, iSpot reports that Garanimals has spent $989,733 on national TV ads, a big jump from the $77,502 spent during the same period last year.
Digital Breakdown: So far this year, desktop ads have been placed 16% site direct. No mobile ads were placed site direct. Instead, the majority were placed through ad networks.
About 17% of video ads were placed site direct.
The majority of both desktop and video ads were placed through ad exchanges, as well. Top ad destination for desktop and mobile is walmart.com and top video ad destination is MSN Homepage (msn.com).
200 Madison Ave.
New York, NY 10016
Vice President, Marketing