O'Keefe Reinhard & Paul | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(312) 226-6144|
|Main Fax||(773) 442-0329|
O'Keefe Reinhard & Paul Contacts
|Tom O.||Founder & Chief Executive Officer||IL|
Sample of Associated Brands
|Matt R.||Founder & Chief Creative Officer||IL|
|Nick P.||Founder & President||IL|
|Natasha K.||Director, Account Services||IL|
|Jennifer B.||Creative Director||IL|
|*** ******** ***********||AOR - creative||2015||present||********|
|*** ****, ***.||AOR - creative, digital||2014||present||********|
|*****'* ***** & ***||Creative||2017||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.
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."
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 ozy.com, rollingstone.com, tunein.com and christianpost.com. 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).
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Vice President, Marketing & Merchandising