Lidl | Company Profile, Marketing Contacts, Media Spend, Brands
German-based Lidl is a global discount supermarket chain.
|Main Telephone||020 8971 1100|
|Main Fax||020 8971 1119|
Lidl ContactsContacts (5/12)
|Christian H.||Chief Executive||London|
Sample of Associated Brands
|Robert R.||Chief Operating Officer||London|
|Adam R.||Information Technology Director||London|
|Georgina O.||Manager, Public Relations||London|
|Dean T.||Advertising Procurement & Senior Marketing Manager||London|
|Lidl - Corp||********|
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On the Brink - Score 60: Lidl taps new UK boss ahead of seasonal push, BBQ planning season
Subject: Grocery Store, TV, Press, Cinema, Outdoor, Door Drop, Radio, Digital, Direct Mail
Company: Germany-based Lidl is a global discount supermarket chain.
Opportunity: Promoted former Lidl Austria board member Christian Härtnagel to managing director for Lidl UK. Incumbent Ronny Gottschlich has left unexpectedly after 16 years with the discounter. It's rumoured that Gottschlich's relationship with the head office was strained when he focused heavily on marketing/PR, and rolled out benefits for workers that the parent group had previously frowned on.
Härtnagel's hire is an attempt to move the business forward, secure ongoing market growth by bringing Lidl’s UK operation back in line with the rest of the business and put a lid on costs. The company already has +4% of UK market share and has plans to double this and reach 1,500 UK stores by 2022.
Note, Starcom MediaVest Group last August.
A new CEO often causes changes to trickle down and it's speculated that marketing emphasis will decrease. Expect marketing shake ups in the least and possibly specific digital support in the future. Omnichannel agencies should watch as this opportunity develops throughout the rest of 2016.
Competitors are new TV campaigns. Lidl must keep up in this saturated group or will quickly get swallowed whole.
Experience: Though only 34 years of age, Mr Härtnagel has worked with Lidl for over 13 years, including a regional director role at their Ireland division. Joining most recently from Lidl Austria, he was on their board and led sales and operations over the last couple of years has sparked like-for-like growth at c.10% in both 2014 and 2015.
Media Spend: In 2015, the company spent over £95m on media, with £46m going to TV and £27m put towards press. The rest was spent on cinema, radio, outdoor, door drop, digital and direct mail. Q1 and Q4 are Lidl's biggest spending peaks and this year has seen similar spending with TV and press gaining the majority. Meanwhile, digital has drastically increased.
Digital Breakdown: Since January, per Pathmatics, Lidl spent over £2.7m on desktop ads, where 765 creatives gained 180.9m impressions. Of those, 90% were placed site direct and top sites included wp.pl, onet.pl, dailymail.co.uk and mumsnet.com. During this time, £686.7k was spent on video ads that gained 46.2m impressions form only 27 creatives. £632k was also spent on mobile and tablet adverts, generating over 58.9m impressions.
Interestingly, the company chose a different strategy from year-to-date 2015. During this period, only £1million was spent on desktop ads, while over £877k was spent on video adverts.
Competition: Asda are all competitors, but especially Aldi, which has a similar discount pricing model.
Agency Roster: 360i has worked on social all of 2016.
19 Worple Road
London SW19 4JS
T: 020 8971 1100
Mr Christian Härtnagel
Managing Director, UK
Email will likely be: email@example.com
Ms Andrea Berzeviczy
Marketing & Advertising
Mr Rob Graham
Head, Advertising - Media
Ms Kathryn Jackson
Senior Planning Executive - Lidl
Ms Clare Deloford
Digital Development Associate Director