TBWA Chiat Day | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(310) 305-5000|
|Main Fax||(310) 305-6000|
TBWA Chiat Day Contacts
|Barbara O.||Chief Financial Officer||CA|
Sample of Associated Brands
|Nick B.||Global Chief Strategy Officer||CA|
|Stephen B.||Creative Chairman||CA|
|Renato F.||Chief Creative Officer - LA||CA|
|******* ** ****** ******* **** *** ********||creative||2006||present||*****|
|*****, ***.||AOR - creative||1997||present||*********|
|**** **********, ***.||AOR - creative||2011||present||******|
|******* **** *****, ***.||Creative||2014||present||********|
|**** *****||AOR - creative||2008||present||*******|
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Score 68 - On the Brink Update: Buffalo Wild Wings CEO announces retirement as loyalty program goes national
This is doubly true since BWW has been under pressure from activist investor Marcato Capital, who began calling for Smith's resignation in April and recently had three of its nominees added to BWW's board. Also, recently, analysts questioned management about BWW's ad agency and marketing approach (more info below). In the many years we've gone through earnings transcripts for new business triggers, we've never seen that before.
The change comes at a time that BWW is trying marketing programs aimed at boosting check size. Additionally, BWW is looking to implement some cost-cutting measures, but it doesn't seem that cutting marketing is on the docket - rather, BWW is looking for more high ROI ways to reach diners. In fact, the chain recently took its Blazin' Rewards program national, in an effort to boost return trips at all 1,200 locations in the US.
I could rehash all the speculation around BBW's changing agency roster, but I've chosen just to repost it below. As ever, executive changes just add fuel to the fire, meaning agency readers should definitely keep a proverbial ear to the ground.
Keep in mind, as well, that Bob Ruhalnd has served as marketing VP for almost six years - well-past industry average (restaurant average is 34.9 months).
Below was originally published on 5/3:
During the Q1 earnings call last week, Buffalo Wild Wings COO James Schmidt gave a master class in answering a question without actually answering a question. During the call, Schmidt was asked: "Do you think that there's an opportunity that you're missing perhaps with the marketing agency and maybe you're looking at that as under review?" In response, Schmidt mentioned that BWW had received "very positive press" around the advertising and that the chain is "competing with the couch" as consumers are dining at home more, but not once did he directly address the question at hand.
Vulnerable Account Index, so agency roster vulnerability isn't surprising to us or you guys.
On the surface, this doesn't seem like news, but Schmidt's avoidance of the question could actually speak volumes (as well as the fact that the question was even asked). Here's the breakdown: unimpressed analysts," could signal that an agency review is on the horizon. At the very least, hearing from an outside source that maybe you shouldn't be so thrilled with your marketing should make conversations easier, as management may be feeling the same way (just unable to say so publicly).
Keep in mind, too, that Space150, Minneapolis still appears to have programmatic, as well.
The review ball actually began rolling earlier this year, when BWW tapped here), so the company should be on your prospecting radar now.
Sports sellers with high engagement rates among dads will have an edge. ESPN has received most of BWW's digital dollars over the years, but the sport network's Pathmatics.
National TV Spend: So far this year, BWW has spent $39.5 million on national TV ads - up from $24.7 million during the same period last year. Most of this was spent during the NCAA March Madness tournament. As was pointed out during the call, the tournament's popularity was up this year, but BWW's sales were down during the period, facts which prompted the "are you missing something with your marketing agency" inquiry.
Digital Breakdown: YTD, BWW has spent $2.4 million on digital display ads (161.6 million impressions). Ad types include: desktop (69%), online video (21%), mobile (8%) and mobile video (2%). The ajority of these ads were paced site direct (97%) on sites such as muthead.com, espn.com, youtube.com, cbssports.com and nfl.com, Pathmatics shows.
For the same period 2016, BWW spent $2.7 million on 183.9 million impressions.
For full 2016, BWW spent $5.3 million, which garnered 452.9 million impressions. As with TV, spend was pretty consistent all year, with slightly more weight placed in Q1.
Buffalo Wild Wings, Inc.
5500 Wayzata Blvd.
Minneapolis, MN 55416
Chief Strategy Officer & Executive Vice President, Global Brand
Direct Dial: (952) 593-9943 ext: 2209
Vice President, Marketing – North America