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|Marc W.||President & Executive Creative Director||WA|
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Review Imminent Update: #5 Lululemon CEO resigns (Score 95)
Update: Unless you've been living under a rock, you've been privy to the numerous executive scandals that have broken out across Hollywood and corporations. The latest one is resigning over issues of "misconduct." The company is currently in search of a successor.
This change makes Lulu, already #5 on the resigned during the see-through tights scandal after saying some women's bodies were not made for Lululemon's clothing.
Besides PR, be on the lookout for advertising, digital and other work. Lulu just hired a new chief strategy and digital officer, Justin Richmond (more info below), and the yoga pants brand is moving marketing spend towards e-commerce, experiential and digital initiative. Their top target demo is women, though they have been trying to appeal more heavily to men recently.
Below was originally published 1/31:
We just wanted to let you know that Vulnerable Account Index. His past positions include SVP and CMO of Zulily, CMO of Apollo Education Corp, and VP of global marketing at Expedia.
So, if you haven't been reaching out since we put Lulu on the VAI last summer, you should do so immediately. Remember, e-commerce, experiential, and digital are going to be the brand's biggest focus in 2018. And, spending in their main ad spending channel - digital - went up in 2017.
Below was originally published 1/18:
Yoga brand promoted to EVP of retail for the Americas in December, said during the ICR Conference that they will focus on content, including product and education; personalization; "endless aisle" technology (store associates can check inventory without leaving the customer's side); buy-online, in-store pick up; and e-commerce improvements.
But, Burgoyne mentioned they would focus more on events, too. This includes race sponsorships, which they have done quite a few of in the past. Currently, they are partnering with Strava for the Lululemon 40 | 80 Challenge.
Since we last reported (below), digital spend for 2017 went up to $1.7 million ($400,000 higher from 2016), according to Pathmatics. Top targeted sites include vice.com, sneakernews.com and complex.com.
As such, digital, event and sponsorship sellers with high engagement rates among upscale healthy active lifestyle consumers (female skew) should keep chasing this revenue. PR is currently handled by Williams-Helde to form a full-service PR, marketing communications and creative agency.
Below was originally published 11/29
Lululemon, the yoga-inspired apparel retailer, has hired Remi Paringaux as brand creative director. He will be responsible for all creative content and experiences across the Lululemon brand.
Paringaux has held a number of art director positions at various print and digital magazines, including Dazed & Confused, Vogue and Garage. He has also worked at various luxury fashion companies, like Gucci, Balmain, Diesel Black Gold and Dunhill, where he created web and app designs and print and digital campaigns, per Paringaux's website.
He's coming on board after previous creative director Lee Holman left for "personal reasons," and as the company works to stay top-of-mind in the cluttered and aspires to double revenue by 2020.
Competition for work will likely include Critical Mass is off digital media and those responsibilities moved in-house. Maybe that work is up for grabs?
Sellers - Lulu debuted their first global ad campaign earlier this year, which execs said was just the beginning of bigger investments to come. So, keep going after the brand's rising ad budget, which skews towards digital and print ads. And, national TV outlays have been up, as well.
ISpot reports a year-to-date spend on national TV ads of $139,146, with two spots running as part of the "This is Yoga" campaign (see top targeted shows right). This spend is up form 2016, when nothing was spent on TV.
Pathmatics reports the company has spent $1.3M on digital display this year, which is up $70,000 from the same timeframe in 2016. Their top targeted direct site partners are vice.com, knowyourmeme.com and collider.com.
They also have run a bunch of ads programmatically on complex.com.