Brave | Agency Profile, Contacts, AOR, Client Relationships
Service: digital, creative
|Main Telephone||020 7471 1984|
|Main Fax||020 7471 1980|
|Stefan K.||Business Director||London|
Sample of Associated Brands
|Oliver G.||Digital Design Director||London|
|Carl G.||Digital Production Director||London|
|Amy F.||Senior Account Director||London|
|Tony E.||Digital Production Assistant||London|
|******** - *******||creative||unknown||present||******|
|********** - ****** ****** ******||Creative, Digital||2016||present||******|
|**** ******||digital, social||unknown||present||*|
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Close Watch - Score 59: McCormick & Co preps for more digital, video and health-themed advertising, bolsters EMEA team
Subject: Digital, Video, TV, Social, Online, Millennials, Q4.
Company: Schwartz and spice and seasoning company.
Opportunity: Plans to acquire Premier Foods have fallen through, but McCormick is still gunning for more EMEA awareness and growth with the hire of former Kerry Foods director Clare Bocking as EMEA commercial director this month. This follows the appointment of Chris Jinks as president of the region in January and later, Nikolay Ermakov was promoted to VP for R&D.
Agencies should be looking to win some business over the next year, but some may get lucky in H2 if you get started early.
Sellers should reach out ahead of Q4, when festive promotions take place, realising that digital, TV and video spending should be higher, targeting health-conscious audiences.
Following a double-digit increase in 2015, the spice and seasoning company plans to continue higher investments, particularly for its grilling campaign, Vahine dessert items and core spices and seasonings. Look for product launches here featuring authentic Spanish dishes as well.
The company has found digital marketing to have "particularly high ROI" including video advertising, which have driven traffic from millennials to its site by nearly 50%. If all goes well with efforts to increase income and sales, McCormick wants to use this "fuel for growth" to "increase brand marketing at least £12.5m," according to CEO Lawrence Kurzius.
Media Spend: Spend is split in half with 50% in TV and the other in digital and PR. In Q4 2015, the company spent 13% more in brand marketing compared to the year before.
Experience: Bocking joins from Kerry Foods where she spent the last two years as seals director of convenience. Previously, she was with Britvic Soft Drinks. Jinks was previously the VP of commercial divisions at McCormick. Ermakov was previously McCormick;s product development director for EMEA.
Competitors: Associated British Foods plc., Adams Extract & Spice
Digital Breakdown: Moat reports that McCormick has run 24 standard ads with 19 publishers in the last 12 months. Of those, 62% were published site-direct, mostly targeting health sites. The brand also ran one video ad. Schwartz has run 18 ads with six publishers, 97% site-direct. Clearly favouring high impacts and videos, the brand ran seven and 17, respectively during this time.
Agency Relationships: McCormick and its Schwartz spices & sauces brand have worked with Starcom MediaVest UK Group in the past, but agencies have not confirmed if these relationships are still active.
McCormick & Company, UK
Haddenham Business Park, Pegasus Way, Haddenham, Buckinghamshire, HP17 8LB, +44 1844 292930
Ms Nikolay Ermakov
Vice President R&D, EMEA
Ms Clare Bocking
Commercial Director EMEA
Mr Stuart Renshaw
Head of Digital
Ms Vicky Cojeen
Marketing and Category Management Director