C&J Clark International | Company Profile, Marketing Contacts, Media Spend, Brands
Clarks is a footwear designer and retailer, with products available for men, women, and children. While based in Somerset, UK, they operate in several countries.
|Main Telephone||01458 443 131|
|Main Fax||01458 843 033|
C&J Clark International ContactsContacts (5/22)
|Thomas O.||Interim Chief Executive Officer & Chairman||Somerset|
Sample of Associated Brands
|Mike S.||Chief Executive Officer||Somerset|
|Giles D.||Group Chief Information Officer||Somerset|
|Mike C.||Chief Financial Officer||Somerset|
|Steve F.||Chief Commercial Officer||Somerset|
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Digital, Outdoor Opps: Clarks rethinks global marketing functions, H2 set to see big spending
Subject: Digital, TV, Outdoor, Female-Engagement.
Company: C & J Clarks International (Winmo) is a footwear designer and retailer, with products available for men, women, and children. While based in Somerset, UK, they operate in several countries.
Opportunity: Even though profits are finally up, with a 20% increase to £86.9m in 2015, Clarks recently announced it would axe 170 jobs in a restructure. Likely to bring about a whirlwind of marketing decision maker shifts, this has already led to the promotion of Esther López Riva to head of communications and PR for Europe, and of Naomi Hansford to head of digital marketing for Europe.
The footwear company, known for their boots, plans to focus on its global distribution channels, combining its product and marketing functions and making best use of its talented product development teams in Street, Somerset and Boston, Massachusetts. Riva, suited for Clarks global goals, specialises in new media and brand marketing along with PR and social media, primarily in Europe and Middle East markets.
These marketing strides being made this Q1 provoke the likelihood of additional ad spend coming our way, so sellers should get in touch ahead of the footwear’s busiest period, Q3 and Q4 of the calendar year, starting with media buying for the back-to-school season. It’s important to note, since the beginning of this year, Clarks has ramped up digital advertising and campaigns could roll out supporting new boot designs.
Media Spend: Clarks International's media budget, according to Nielsen, was £2.65m in 2013 and went up 38% in 2014 to £3.65m. TV, press and outdoor media saw the majority of the budget, while last year saw a surge in spending on cinema. H2 will get the majority of Clark’s advertising pounds.
Digital Details: In the last 12 months, Clarks has run 92 standard display ads with 965 destinations, 10% of which have run site-direct. In addition, Clarks has run 10 high impact ads and three video ads. Top destinations have been vouchercloud.com and disney.co.uk.
Market Strategy: Clarks remain the leading company operating in footwear in the UK during 2014 with a 13% value share. After appealing to casual footwearers by offering a wide range of footwear products which chime with the prevailing mainstream fashion trends in 2014, the company could be returning to its traditional image. They’re relevant on UK’s high street and have proved they can advance with the times, now they want global opportunities. With the increase on weather publishers and new product launches announced, it’s clear a new boot is about to kick into the market.
Target Market: Consumers searching for casual to formal high quality footwear from a trusted and traditional brand. Their recent changes in their kids deptartment and media spending shifts towards weather related sites, could suggest a new children’s boot being launched this year to appeal to their female and family markets.
Agency Roster: Portas handles PR including press, and national/regional campaigns for Clarks Kids.
Ms. Esther López Riva
Head of Marketing Communications and PR – Europe
Ms. Naomi Hansford
Head of Digital Performance Marketing – UK