May 26, 2016 In the latest ebook from our prospecting publication, DailyVista, we shed light on advertisers heading in the direction of a major shift – those companies and brands that, according to DailyVista’s predictive analysis, are poised to be realigning agency relationships in order to boost sales, change creative direction or support a reallocation of media dollars.
Monitoring a range of indicators, DailyVista calculates the likelihood of an agency review occurring, and scores these opportunities accordingly, using a 1-100 scale. It’s like insider trading for new business professionals – only legal.
Check out a preview of just a few of the new business leads topping DailyVista’s Vulnerable Accounts Index (VAI), and download the complimentary ebook to get the full details you need to intelligently pitch these and other businesses, plus the low-down on their current spending and agency relationships from our Winmo sales intelligence platform.
Advertiser: Hisense | Score: 76
After hiring former Sharp Electronics marketing executive Mark Viken as VP of marketing, Hisense is aiming to spur growth in the US through expanded branding and product initiatives.
Some background on this – Hisense, the number one Chinese electronics manufacturer, is looking to grab a greater share of the US consumer market by obtaining the rights to use Sharp and Sharp Aquos brands on TVs in North and South America.
Hisense is a good target for both media sellers and agencies. In particular, branding agencies should reach out now to secure meetings with the marketer, who will aim to reverse the downward trend that Sharp has seen in the US as the rise of competing brands like Samsung, Vizio and LG have taken a toll.
If your agency has engineered a comeback for any clients in the consumer electronics space, don’t be shy in positioning yourself as the partner to modernize the Sharp image for Hisense.
Advertiser: Harley-Davidson | Score: 81
In 2013, then-CMO Mark-Hans Richer spoke of “striking the phrase ‘agency of record’ from Harley-Davidson’s marketing vocabulary” – at least in the US. But Richer’s departure seems to have triggered a possible return to the old model, and Harley-Davidson has since launched a global agency review. The iconic motorcycle brand is looking to allocate as much as $70 million to drive demand in 2016.
Where will these dollars go? Learn more about Harley-Davidson’s ad spending details, agency relationships and marketing strategy.
Advertiser: Merrell | Score: 80
In late 2015, the shoe brand installed Linda Brunzell as CMO, elevating her from a previous position as VP of global marketing for Merrell’s parent company Wolverine Worldwide. In the subsequent months, rumors have swirled that agency changes are either happening or about to happen, and our DailyVista experts have been keeping an eye on the details. For instance, word is that Merrell’s digital media is now coming out of Publicis’s Rosetta, Chicago – the shop part of the new Razorfish Global network.
With the debut of a spring advertising and marketing campaign likely to continue into summer, there is an opportunity for agencies, as well as media sellers, to reach out to the footwear advertiser’s marketing contacts. Those specializing in engaging lifestyle audiences should have a particular edge.
Want more Q3 new business leads? Download your complimentary e-book.
First published on Winmo.com.