360i, LLC / Vizeum | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(888) 360-9630|
360i, LLC / Vizeum Contacts
|Amanda A.||Executive Vice President & Managing Director||IL|
Sample of Associated Brands
|Bruce W.||Vice President, Media Practice Lead||IL|
|Jonathan F.||Vice President, Performance Media Accounts||IL|
|Brendan A.||Group Director, Search Lead||IL|
|Sydney S.||Associate Account Director||IL|
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Score 88 - Review Imminent: DSW continuing digital focus under new marketing leader
Rising digital demand has been one of the only big bright spots for DSW since in-store traffic continues to fall, so look for higher spending to continue behind their recently redesigned websites and mobile app. In fact, Rawlins said during the Q1 earrings call that they expect these platforms to "expand DSW's online presence and accelerate digital demand growth." As such, agencies and martech readers should icenter their initial pitch on the digital side of DSW's business.
Sellers - similarly, go after DSW's female-focused digital direct response (DR) outlays more than traditional budgets at this point. Known as a big TV spender, DSW's national TV outlays have fallen to $711,000 since last June (see show targeting below) from $17.3 million during the same period a year ago, iSpot.tv reports. Digital budgets have been down too though. Hopefully, DSW is just squirreling away marketing dollars until the new team was appointed and updated strategy was set.
Further, with summer underway already, center your pitch on the second half of the year (H2), historically DSW's top advertising period. Specifically, seek revenue tied to back-to-school (BTS), fall boot season and then winter holiday (shoes for the entire family) campaign dollars. Media has been out of Dentsu Aegis's
Experience: Love was at Nordstorm for 32 years, culminating as VP and director of Rack Stores, where she led the expansion of the outlet concept. It appears that Love is succeeding Amy Stevenson, who was DSW's CMO since only fall 2015. If so, this would make Love DSW's third exec to function as CMO since spring 2013, when Kelly Cook was named CMO. We'll keep you posted as we learn more. Three CMOs in a four year span. Wow!
Marketing Levels: DSW's marketing costs rose to $76.7 million last year, up from $70.1 million and $59.9 million in 2015 and 2014, respectively, according to docs filed with the SEC. But, national TV and display spending has fallen the past year, according to iSpot and Pathmatics.
Digital Breakdown: Pathmatics shows that DSW's display spending has fallen the past 12 months to $756,400 for 132.1 million impressions from $1.7 million for 175 million impressions during the prior year period.
The bulk of spending, about 72%, is still on desktop ads, but most of these impressions, about 55%, are now bought programmatically through DSP Media IQ or the BlogHer and Amobee ad networks. For comparison, last year 83% of impressions were purchased site direct.
Besides SheKnows' namesake site and stylecaster.com, top targeted sites include popsugar.com, foxnews.com, yahoo.com, aol.com, and youtube.com.
810 DSW Drive
Columbus, OH 43219
Executive Vice President & Chief Operating Officer
Chief Executive Officer