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O'Keefe Reinhard & Paul | Agency Profile, Contacts, AOR, Client Relationships

Service: advertising

Main Telephone (312) 226-6144
Main Fax (773) 442-0329
Primary Address
328 South Jefferson Street
Suite 850
Chicago, IL 60661

O'Keefe Reinhard & Paul Contacts

Contacts (5/15)
Name Title State
Tom O. Founder & Chief Executive Officer IL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (312) 226-6144
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 328 South Jefferson Street
Suite 850
Chicago, IL

Matt R. Founder & Chief Creative Officer IL
Nick P. Founder & President IL
Natasha K. Director, Account Services IL
Jennifer B. Creative Director IL

Client Relationships

Brand Service From To Media Spend
*** ******** *********** AOR - creative 2015 present ********
*** ****, ***. AOR - creative, digital 2014 present ********
*****'* ***** & *** Creative 2017 present *********
******* Digital 2016 present *******
****** **********, ***. Creative 2016 present ****

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H2 Media Opps: Gildan Activewear launches new campaign (Score 41)

OKRP moves the company in a new direction. That direction, in a shocking turn of events, is meant to appeal to millennials.

"Not Your Dad's Underwear" is an integrated campaign that is running across TV, digital, radio and print. The campaign also includes a brand partnership with Tinder, as well as social media elements. According to Marketing VP Rob Packard, the new "Next Generation of Underwear" was created in response to research that showed that millennials are "looking for new brands that they can make their own, not their parent's brands."

Sellers - especially those with a millennial male focus, should look for revenue across multiple channels, therefore. Note that Gildan typically runs a holiday campaign, so if you don't get dollars now, by all means, look to Q4 for potential revenue. Shelton was tapped as the brand's spokesman in an effort to appeal to female consumers, so it seems that females may not be top-of-mind for the foreseeable future.

In the recent Q1 earnings call, President and CEO Glenn Chamandy said that most of Gildan's advertising dollars are being spent on digital and social, so take that into account when seeking out dollars. Note that spend so far this year is actually down slightly from last year, but the launch of a new campaign could mean that spend will ramp up through the end of the year. 

OKRP was named creative and advertising AOR about a year ago (more Vulnerable Account Index, so we do not anticipate roster changes until next fall. 

Additional Information

American Apparel Acquisition: Early this year, Gildan agreed to acquire American Apparel (AA) to the tune of $88 million. Let the irony of a Canadian company winning an American company at auction wash over you - especially one that hung its proverbial hat on its American identity. I'll wait. The acquisition closed during Q1.

During the earnings call, Chamandy mentioned that Gildan sees a "big opportunity" in AA from an e-commerce perspective. He also mentioned that Gildan has its "Made in the USA' supply chain in place and has started to "ramp up" production to support demand. He also mentioned that the company has integrated all marketing functions to support the AA printwear business and is in the process of "assessing how to leverage this brand in e-commerce and retail."

Look a little further out for opportunity here, readers, as Chamandy told analysts that AA's impact will likely not be seen until Q4 or 2018 once e-Comm and manufacturing was fully operational ("We're very excited about how we can position once we get the inventory online.").

AA is just the most recent acquisition for Gildan. Over the past two years (give or take), the company has acquired Comfort Colors, Peds, Doris and Alstyle, to name a few. And according to Chamandy, "we're continuing to buy." 

National TV Spend: According to

For full 2016, Gildan spent $4.9 million on national TV ads. Ads ran in two flights: one from late March to September and a second from November through the end of the year. 

Digital Breakdown: YTD, Gildan has spent $94,000 on digital display ads, according to Pathmatics (4.3 million impressions). Ads were mainly split between online video (64%), desktop (21%) and mobile ads (14%), and were placed largely site direct (94%).  

Top ad destinations include,, and This is down from $167,000 spent during the same period last year.

For full 2016, Gildan spent $858,000 on digital display ads (66.3 million impressions).

Gildan Activewear
600 de Maisonneuve West
33rd floor
Montréal, QC 
H3A 3J2 Canada
(514) 735-2023

1980 Clements Ferry Rd.
Charleston, SC 29492
(843) 606-3600

Rob Packard
Vice President, Marketing & Merchandising
(514) 735-2023