Zenith | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||020 7961 1000|
|Main Fax||020 7961 1113|
|Mark H.||Chief Executive Officer||London|
Sample of Associated Brands
|Oliver H.||Global Chief Business Development Officer||London|
|Vittorio B.||Global Brand President||London|
|Guy E.||Business Director||London|
|Duncan C.||TV Trading Director||London|
|**** ****** *******||media buying & planning||2012||present||******|
|**** ***** *********||media buying & planning||2012||present||*|
|**** ****** *******||media buying & planning||2012||present||*|
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Digital, Video Opps: Air Wick turns up display, programmatic this year before key buying period in Q4
Subject: TV, Digital, Female Engagement, Video, Programmatic, Q4, Q1.
Brand: Reckitt Benckiser
Opportunity: Has become the #1 in share of voice and overall display advertising within Detergents & Cleaning Supplies category, according to Moat, so far this year. Febreze was sixth on this list with Dyson, Dettol, Lenor and Fairy coming in between.
Sellers should look to benefit from this high spending on digital, a new area of focus since last year. Digital presence has gone from minimal to extensive in the last six months, including a higher ratio of video ads. Programmatic buying has also been favoured this year with only 34% of its ads running site-direct in 2016.
TV is traditionally the brand's biggest advertising channel, but this year the brand has borrowed some of its traditional media spend and put it towards a different screen. Readers have a wonderful opportunity to engage during the brand's prime planning period and ahead of its largest buying period in Q4. You'll still have revenue opps in Q1, the brand's second largest buying period. Sellers within news, arts and entertainment sectors should have an advantage. ZenithOptimedia handles media planning and buying.
Media Spend: According to Nielsen, the brand spent £4.8m last year in total measured media. this was nearly 50% more than 2014 due to new digital and door drop advertising and an increase in TV-- Air Wick's largest spending area.
Target Audience: Household consumers including ABC1 mums
Digital Breakdown: Per Moat, Air Wick has run 14 standard display ads with 952 publishers so far this year. Of those, 34% were published site-direct and top display destinations overall include cuatro.com, tumblr.com and yahoo.com. The brand also ran six high impacts and seven video ads. For video, 12% of its ads were published site-direct and the ads managed to show up on a total of 216 publishers so far this year. Top video ad destinations have included nytimes.com, geektv.me and techcrunch.com.
During the same period last year, the brand ran just seven standard ads with 11 publishers. Of those, 98% were published site-direct. Air Wick also ran nine high impacts and four video ads.
Wellcroft Road Slough,
Berkshire SL1 4AQ England
01753 217 800
Ms Carine Jansz
Global Brand Marketing Manager - Airwick
Ms. Karen Casey
Client Planning Director, Digital