3Headed Monster | Agency Profile, Contacts, AOR, Client Relationships
Service: Creative agency
|Main Telephone||(972) 685-0479|
3Headed Monster Contacts
|Shon R.||Founder, Creative Chairman||TX|
Sample of Associated Brands
|Crystal A.||Partner & Strategy Director||TX|
|Mark F.||Co- Founder & Director, Design||TX|
|Sarah B.||Senior Art Director||TX|
|Ashley P.||Head, Client Services||TX|
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Account in Jeopardy Update: Wingstop pushes digital innovation under new digital SVP, marketing exec (Score 84)
At the same time as Cooper's promotion, Wingstop promoted Kevin Fish from digital technology VP to digital SVP. Fish has been with the company for five years and oversaw a new point-of-sale system, a new website and a new mobile app experience, according to Nation's Restaurant News.
These two will oversee Wingstop's digital innovation, which is extremely important since digital tickets are usually $5 higher than traditional sales, according to CEO Charles Morrison in the Q4 earnings call. The digital innovation focuses primarily on the new online ordering site/app and delivery (delivery will be available at 50% of locations by mid-2019 and 80% of locations by the end of 2019). The restaurant is toying with the idea of self-ordering kiosks, order-pickup lockers and a restaurant kitchen display system.
These initiatives provide Wingstop with data on its customers, so we'll also likely see personalized marketing (digital and social channels in particular) increase. Do keep in mind, though, that overall marketing is going up. Morrison also said the company increased the national advertising fund contribution rate from 3% to 4% of top-lines sales, which is roughly a 50% of increase in marketing resources over 2017.
A lot of these increases have already gone to digital, but Wingstop is also focused on TV. Instead of "mayonnaise-ing" TV across the entire year, Wingstop will use two 12-week waves. The first, "Where Flavor Gets it Wings," launched right after the Super Bowl and is Wingstop's biggest campaign to-date. The second is slated to launch when football season kicks off in September.
Wingstop is also still focused on increasing brand awareness to compete against competitors like Buffalo Wild Wings and Wing Zone. It is assisting franchisees with local efforts.
Agency & martech readers -- since digital innovation is a focus of the company, digital agencies will likely have the advantage reaching out to the new personnel for work. However, you also have the potential to pick up media work, an account that has been held by 3Headed Monster. Focus pitches on assisting Wingstop with the aforementioned strategy shifts.
Sellers -- the spend increases will continue as Wingstop continues to shift strategy and build awareness, so reach out for revenue. Wingstop primarily targets male millennials. It typically spends the most during Q2 and Q4, but I would also keep an eye out for those aforementioned TV flights.
iSpot reports a YTD national TV spend of $7.2m, an increase from the $2.9m spent during the same timeframe of 2018, placed on male-focused programming (see chart right). Full 2018 spend totaled $21.6m and spend in 2017 totaled $18.7m.
Adbeat reports digital display over the last 12 months totaled $1.4m and was placed primarily via YouTube (93%) onto sites like youtube.com, nbcdfw.com, 9news.com, khou.com and 12news.com. This marks an increase as ads over the last 24 months totaled $2m and was placed primarily via YouTube (80%) onto sites like youtube.com, nbcdfw.com, 9news.com, khou.com and wltx.com.
Wingstop also typically uses out-of-home, print and radio, according to Kantar. Out-of-home and print have seen decreases in recent months, but radio has actually seen slight increases.
Sponsorships include the Los Angeles Lakers and the Dallas Mavericks, according to locations.
Please read more about the chicken wing chain here.