IBM iX | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive marketing
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IBM iX Contacts
Sample of Related Brands
|Jennifer H.||Partner & Studio Leader - Industry & Columbus||OH|
|Dennis B.||IBM IX Columbus Studio Lead & IBM Distinguished Designer||OH|
|David S.||Director, Brand Strategy||OH|
|Sean R.||Associate Director, Analytics||OH|
Digital Millennial Opps: Champion Pet Foods names global CMO (Score 77)
The AORs August 2018 might be at risk of review with global CMO Rodrigo Troni's hire. Troni started working at Champion Petfoods in December 2019 and brought marketing and leadership experience from Snyder's-Lance, Sky Valley Foods and Imperial Frozen Foods. He appears to be tired of people food and has moved onto pet food, evidently.
Champion is looking to hire a marketing VP to work with the CMO to build integrated marketing strategies and position the brand with a focus on the most popular brands: ORIJEN. After this leader's hire, we should see spend increases in multiple channels, given the "integrated" approach, particularly digital channels. This leader will reportedly help lead a digital transformation, push digital marketing efforts and oversee campaigns. We should see a campaign release through digital channels after their hire.
Champion totes "Biologically Appropriate™ dog and cat foods from fresh regional ingredients," so they reportedly claim. The better-for-your-pets branding solidifies our understanding of Champion as a millennial-targeting company.
Adbeat shows a ~$37 spend on digital display back in April 2018 with programmatically placed ads through Google Search Partners onto kijiji.ca. Other than this one spending period, there appear to be no other ads placed in this channel in the past two years.
Sellers -- See if Champion plans to target millennial pet parents through paid social, digital display and other digital channels, particularly after the marketing VP's hire. Get on Troni's radar. Champion sells its products in pet salons and retailers, primarily in the Southwest and Midwest; see locations here. As we all know, millennials love dogs, so this is likely your target audience.
Agencies -- Crossmedia is media buying and planning AOR. We believe these are the only agency relationships this company has; IBM iX and Crossmedia might be more likely to face reviews than the PR AOR, as PRs are less likely to shift unless there is a human relations issue. See if you can compete for these digital, creative and media services. A new CMO is highly likely to review the company's roster.
Note: Champion Petfoods is headquartered in Canada, so you might want to familiarize yourself with its Anti-Spam Law (CASL) before reaching out.