The&Partnership | Agency Profile, Contacts, AOR, Client Relationships
Service: agency holding company
- Main Telephone
- (646) 751-4600
The&Partnership Contacts
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Andrew B. | Chief Executive Officer & Partner | NY | ||||||||||||
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Hannah F. | Chief Creative Officer - North America | NY | ||||||||||||
Chelsea S. | Group Account Director | NY | ||||||||||||
Dorian W. | Group Account Director | NY |
WinmoEdge
Female Gen-X, Millennial Opps: Chico's FAS continues to focus on digital channels (Score 33)
We told you after Q2, that its total customer count is up eight percent. Per its Q3 earnings report, it will focus on digital storytelling, influencers and social media. Chico's is also targeting younger consumers than it has in the past, such as millennials. Sellers should contact Chico's DMs for more information because this looks like a great opportunity.
According to Pathmatics, Chico's earned 636m impressions YTD through Facebook ads (70%), Instagram ads (22%), desktop video ads (8%) and desktop display ads (1%). It placed the majority (92%) of these ads site direct onto sites such as facebook.com, instagram.com, gamebanana.com, youtube.com and weather.com. It placed the remainder (8%) indirectly through Yahoo DSP and Google AdX+AdSense onto sites such as news.yahoo.com, yahoo.com, yahoo.com/health, finance.yahoo.com and the drudgereport.com. It spent around $5.3m on digital display ads YTD, close to the $5.5m spent in this channel during the same time period of 2020. Full-year spend fell 19% from $8m in 2019 to $6.5m in 2020.
Sellers-- Chico's traditionally targets Gen-X women through digital display ads. It has shifted its marketing strategy to focus more on younger consumers, which in this case, means millennials. While YTD spend is about even compared with the same time period of 2020, there is still time for it ramp up spend for the holidays. Sellers should reach out to offer relevant ad space
Agency & martech readers-- Chico's currently works with creative and media AOR Porter Novelli. You can try reaching out the company's DMs to see if any work is available. It started working with The&Partnership in 2017, putting it over the average agency tenure (three years), which makes the account vulnerable. You can also try offering digital or project-based assistance.