North | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(503) 222-4117|
|Main Fax||(503) 222-4118|
|Rebecca A.||Principal & Managing Director||OR|
Sample of Associated Brands
|Mark R.||Principal & Chief Creative Director||OR|
|Caroline D.||Director, Media Strategy||OR|
|Jordan D.||Director, Brand Strategy||OR|
|Ashod S.||Creative Director||OR|
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Score 48 - Future Possibility: Columbia Sportswear increasing marketing spend, particularly digital, social
Subject: digital, broadcast, print, outdoor, social, retail, native advertising
Opportunity: About a year after launching its new global brand platform, “Tested Tough,” CEO Tim Boyle said the platform is "reaping terrific rewards." The company, he added, has been "mindful of the change in how consumers get information about brands and products," so Columbia has emphasized that in its marketing efforts. Specifically, Columbia has been "larger" on the digital and social front than in the past.
Moving forward, Boyle said Columbia still needs to spend more than they have been as a percentage of sales. He believes Columbia will grow market spend for full 2016, but still needs to do more and spend more (and spend more efficiently).
Boyle also added that Columbia will focus on shop-in-shop initiatives for the next year. In addition to needing to spend more in marketing, "our merchandise doesn't look as good, we believe, in store as it should." In 2016, eight of these shop-in-shops will be available in the US (Dick's and Academy), and several hundred of these environments are expected to rollout globally by the end of 2017. According to Boyle, while social media campaigns and traditional advertising help drive consumers into retail stores, the company also wants to make sure they have a memorable brand enhancing in-store experience when they shop.
Therefore, readers, focus moving forward is on what Boyle described as "things we can control," including "strengthening brands, bringing innovative products to market and driving consumer demands with compelling marketing and in-store and online experiences." Sellers - look for increased digital, social and in-store revenue, as well as continued event and grassroots efforts. Columbia has greatly decreased its national TV spend in 2016 (more below), but this could return given the CEO's admission that more money could be spent on marketing.
Columbia named Michael Bowcut as director of marketing and e-commerce in September, two years after hiring Stuart Redsun as CMO (more Butler, Shine, Stern & Partners handles media buying and planning for Columbia (and has since 2008). North has handled creative since 2013. Agency readers, both of these relationships are well-past the average tenure, so one or both could be up for review soon (and we're checking to make sure they haven't already).
Sponsorships: In January, Columbia announced a partnership with Manchester United to serve as the team's first official outdoor apparel partner (more here).
Media Spend: For 2015, Kantar Media reports that Columbia spent $6.5 million on measured media. This spend was split evenly between broadcast, print and display ads, for the most part.
National TV Spend: ISpot reports that Columbia has spent only $80,000 on national TV ads in 2016. Two spots - "Drone" and "Ski Rescue" - ran during H1 on channels such as FXX, Comedy Central, Game Show and MTV during shows such as "Not Safe With Nikki Glaser," "Catfish: The TV Show" and "Family Feud."
iSpot reports that Columbia spent $4.6 million on national TV ads in 2015. 2015 spend was up from almost non-existent 2014 spend ($9,000).
Digital Breakdown: Per Pathmatics, Columbia has spent $232,000 on desktop display ads this year (37.8 million impressions). Average monthly spend has been $21,200 so far this year, and spend has been increasing in the last two months. Majority of these ads have been placed site direct (71%). The remainder have been mainly placed through Conversant (27%). Top ad destinations include: refinery29.com, weather.com, wikia.com, outsideonline.com and thezoereport.com.
Columbia has also spent $92,000 on online video ads (6.7 million impressions) and $12,000 on mobile ads (1.9 million impressions).
Competitors: Patagonia, REI, North Face, Mountain Hardware and LL Bean are among Columbia's biggest competitors.
Columbia Sportswear Company
14375 NW Science Park Dr.
Portland, OR 97229
Chief Marketing Officer
Director, Marketing - E-Commerce