Lindsay, Stone & Briggs | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(608) 251-7070|
|Main Fax||(608) 251-8989|
Lindsay, Stone & Briggs Contacts
|Phil O.||President & Chief Operating Officer||WI|
Sample of Associated Brands
|Marsha L.||Chair & Chief Strategist - Client Growth, Branding & Innovation||WI|
|Julie H.||Partner & Director, Production||WI|
|Lindsay F.||Senior Vice President & Chief Marketing Officer||WI|
|Amy R.||Senior Vice President & Director, Public Relations||WI|
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Millennial Momvertising Opps: Rayovac launches first ad campaign in 10 years
Subject: Digital, social, earned media, print
Brand: Spectrum Brands.
Opportunity: After a decade off the grid, Rayovac is recharging its advertising efforts with "The One Thing That's a Sure Thing" campaign. The title seems appropriate, as the last time the brand ran a campaign like this, George Bush was the president and Brett Farve was still playing football, and now look where we are: Brett Farve moved his efforts to denim, and well...we all know who the president is.
The new campaign, from creative agency Lindsay Stone & Briggs, is the brand's attempt to appeal to millennial moms. In a time where a lot of young moms are juggling taking care of their kids and working part time, batteries are not something that should be on her list of things to worry about. While most battery brands haven't taken this advertising approach, Rayovac, who had Brett Farve as its spokesman in the past, is taking this first time female-first approach in order to be completely different from its competitors. And honestly, the brand may be on to something.
The new holiday spot features a mom whose day is filled with cereal in her shoes, a bite taken from her cake, and a Lego under her foot (which we all know is the worst). She ends her day with a nice glass of wine, which she opened with her electric wine opener powered by (you guessed it) Rayovac batteries. While the bulk of advertising will be centered around digital video, running across mobile and social platforms, the media mix will also include print magazines like People, Real Simple, Family Circle and HGTV.
With that said, digital and print sellers should reach out now to pick up any last minute campaign dollars. Obviously, focus pitches on high ROI millennial mom engagement. Keep in mind that senior director of marketing Colleen Orani stated that the brand would be measuring and evaluating this campaign before it launches another. So, sellers should be sure to monitor the success of this campaign before reaching out for dollars in the future.
Digital Breakdown: Since January, Pathmatics reports that Rayovac has spent $12,700 on digital display, down a significant amount from the $144,700 spent during the same period last year. All of the ads were run on desktop and all were placed through ad networks. Top ad destinations include amazon.com, Gawker's lifehacker.com and nationalreview.com.
In comparison to the same period last year, the majority of the ads were run on desktop, but a small portion ran on mobile as well. All of the ads were placed site direct on one site: walmart.com.
3001 Demming Way
Middleton, WI 53562
Vice President, Sales & Marketing