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|Main Telephone||020 7803 3400|
|Kevin M.||Founder & Chief Executive Officer||London|
Sample of Associated Brands
|Gareth H.||Director, Data Operations||London|
|Emilie C.||Business Development Director||London|
|Mark F.||Sales Director||London|
|Victoria F.||Senior Client Manager||London|
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Female, Digital Agency Opps: Sweaty Betty preps for summer with digital shake up
Subject: Digital, eCommerce, Earned Media, Women
Company: Sweaty Betty, the women’s active wear retailer based in the UK.
Opportunity: After spending most of this year planning for US expansion and shifting around UK marketers, Sweaty Betty is switching focus back here. Currently planning for weight loss season and active summer months, the retailer is likely ready for approaches from sellers. Note that Sweaty Betty has worked with integrated agency for eight years.
Agencies, particularly digital, should take this in consideration as well. This past July, Head of Marketing Christina Sartoria added brand director to her title a few months after digital marketer Emma Rushe was promoted to senior performance marketing manager (digital & direct). Furthermore, Warner Brothers marketing assistant India Watson was hired as marketing coordinator in June.
Sweaty Betty experienced a drop in video adverts for this year, according to Pathmatics, but was able to spend half as much and generate similar impression counts as 2015 from programmatic placement. It's clear the active wear brand is looking to appeal to fitness-oriented millennial women through digital.
ATL sellers could also make a go at mid-year pounds as Sweaty Betty may benefit from a more multi-channel campaign. Continue to reach out in Q1 to maximise revenue opps.
Media Spend: Spent £23k during the first half of 2016, mostly online. In 2015, the retailer had spent just £71k all year, but nearly all of it during the first half of the year.
Digital Breakdown: Since January, Pathmatics reports that Sweaty Betty has spent £52.8k primarily on desktop ads to nab close to 14m impressions. The company prefers a mixed placement strategy with programmatic inching into the majority. The chart to the right details shares of spend. Top publishing sites include dailymail.co.uk, funnyjunk.com, livejournal.com and wp.pl.
This is a drop in spending compared to year-to-date 2015 when £141k was split between video and desktop adverts to gain 7.6m impressions. A site direct placement strategy was favoured during this time.
Competitors: New Look
833 Fulham Rd.
London, SW6 5HQ
+44 20 7751 0591
Ms Rachel Payne
Ms Christina Sartori
Head of Marketing and Brand Director
Ms Emma Rushe
Senior Performance Marketing Manager
Ms India Watson
Ms Emilie Carson
Business Development Director
020 7803 3412