TH_NK | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||0207 504 6000|
|Tarek N.||Chief Executive Officer||London|
Sample of Associated Brands
|Nat G.||Managing Partner||London|
|Anita R.||Chief Operating Officer||London|
|Lucie N.||Group Account Director||London|
|Victoria M.||Marketing & New Business Director||London|
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Agency, H1 TV Opps: House of Fraser loses boss, but CMO still has time to shine
Subject: TV, Digital, Q2, Q3, Q4, Online, Christmas, Radio, Cinema, Direct Mail.
Opportunity: On its last sprint as a VAI, House of Fraser, has lost its CEO. After less than two years at the helm, Nigel Oddy is leaving the retailer after a replacement is found by Q1. His departure follows a series of exits at the retailer in which we've covered throughout the year.
Non-creative agencies -- you might have last minute luck at winning work ahead of Q2 spending, but if not you should target Q4 2017 work and strategic planning efforts.
HoF launched its Christmas campaign (above) last month after 18 Feet & Rising earlier this year, following a procurement-driven review (expected every two years).
Creative agencies will have another chance at this in Q1 2018, so set up an alert on Winmo (see screenshot to the right) to be reminded toreach out by Q3 2017.
Outgoing boss Oddy said this year's campaign was an effort "to capture the anticipation of the season and the overwhelming excitement it brings when it finally arrives; all in the contemporary and energetic style that has become synonymous with House of Fraser."
This year's push was simply an update from last year's "Your Christmas, your rules" campaign, spearheaded by both Oddy and Interim Director of Brand Marketing Mark Hodson, appointed in May after the departure of Brand Marketing Director Tony Holdway in February. That being said, Mr Walmsley's thumbprint hasn't yet surfaced but will likely be surfaced in 2017.
TH_NK to devise a digital transformation this summer.
Sellers operating in the lifestyle, entertainment and news sector, particularly with a female focus, should be reaching out now.
Media Spend: Spent £13.4m last year, according to Nielsen -- spending the most in TV and cinema. Q4 is, by far, its largest spending period but H1 starts off the year pretty strong. This year's first half, HoF spent £4m, mostly on TV. This year's budget was £20m.
Digital Breakdown: Per Pathmatics, HoF has spent just £162k on digital ads so far this year, just slightly more than 2015.
Top spending was in Q2, with 66% running on desktop, 23% on video and 12% on mobile and tablet.
Spend share favoured direct (61%) with ad networks Collective Media, MaxPoint Interactive, Conversant, Criteo and Google AdX + AdSense sharing 22% and DSPs Affiperf, Drawbridge, Amnet Group and TubeMogul taking 10%.
Ad networks Collective Media and MaxPoint Interactive held 54% of impression share, bumping direct spending down to just 10% of impression share, while DSP investments doubled to 20% impression share. See chart for clarity.
Top destinations were stylist.co.uk, dailymail.co.uk, answers.com and eonline.com.
Competitors: John Lewis and Debenhams are key rivals.
Target Audience: Both an established mum Gen-Y and Gen-X female audience and trying to attract younger millennial fashion gurus.
House Of Fraser
27 Baker Street,
London W1U 8AH England
020 7003 4000
Mr David Walmsley
Chief Customer Officer
Mr. Mark Hodson
Interim Director, Brand Marketing
Mr Martin Bassot
Account Manager (Planning)