We’re just about halfway through Q3, when companies with traditional fiscal years start to review 2015-16 and look at next year’s budgets and goals. Relationships are being examined and reassessed, new strategies are being created and courses are being corrected. Opportunity is everywhere, and you should be thinking about how to approach advertisers now—because next month might be too late.
Now (or soon), during the Q1 budget planning phase, is the right time to engage decision makers and get yourself in the conversation about how you can help them hit their revenue and growth goals.
4 Companies Heading into Q1 Planning
After promoting Richard Haynes to head of marketing and branding in December, the bathroom fixtures and fittings company this month appointed Jim Moore as MD UK & Ireland. Haynes is responsible for all strategic marketing, promotion, brand activation, market insight and digital development activity. There are a couple of key things to note here: First, Armitage Shanks, Ideal’s main competitor, turns 200-years old in 2017; second, average agency tenure is 30-36 months, and Havas Worldwide has been working with Ideal since 2012. Haynes and Moore may want to spoil the birthday celebrations at Armitage Shanks with some new creative for 2017, which could mean change is on the horizon.
Vickie Milligan, formerly of Coca-Cola, was recently promoted to handle marketing for international markets, in addition to carrying out programme lead responsibilities. Milligan’s strong experience in supply chain and change management points to the possibility of at least some changes in the future, even if it’s not a more wide-ranging shake-up. Associated British Foods’ stablemate, Ovaltine, recently saw market share gains after successful ROI from TV, digital and print advertising campaigns in the 24 weeks ended 27 February 2016. That means now is the time to start conversations about helping them solidify and increase market share as ABF pours more money into tea instead of the UK’s fiercely competitive bakery market. Maxus Global is Twinings’ media planning and buying partner.
As the year began, the handbag and purse-maker promoted of Lilian Huber to chief commercial officer and appointed Soho-based digital marketing agency DBD ahead of its new eCommerce site launch. Huber was followed by, Matt Gailer, whose CV boasts extensive IT implementation, joined as operations director; and Stephanie Latendresse joined from Mulberry, the fashion house that helped define British style in the 1970s and ’80s, as PR and marketing manager. The eCommerce site is the company’s first venture into direct sales, and ad sellers and digital, creative and media agencies should consider making contact now with strategies for growing the brand through mobile, ad placement and digital.
Having just hired Droga5 London as their first creative agency, and W as its social media AOR in 2015-16, we’d be surprised to see those relationships change in 2016-17. The jacket manufacturer has been strategically increasing investments in direct marketing, as opposed to using traditional third parties such as wholesale partners and print media. This strategy led to Droga5-created campaigns this Spring comprising TV, digital, social, print and out-of-home executions. Digital advertising also increased by literal leaps and bounds this year. Look for a similar push next spring, with planning to commence this quarter. For film buffs, Belstaff has produced a couple of short movie projects with Liv Tyler (OUTLAWS and Falling Up), who is brand spokesperson and creative contributor.