Direct to Consumer (DTC) is H O T
Oregon Public Broadcasting reports that Nike is in the midst of a reorg. The announcement comes as part of Nike’s “Consumer Direct Acceleration” plan, which execs in Beaverton call a “digitally empowered phase” of the company’s strategy.
In other words, retail is reeling and the company has to successfully pivot to e-commerce.
In its most recent quarter, Nike’s online sales spiked by 75% to just under $2bn. Nike relied on direct-to-consumer sales for 30% of its revenues—a target it had not expected to reach until 2023.
Firms that build their own direct-to-consumer operations can exert more control by keeping their sales channels in-house. Since 2018, Nike has bought two data-analytics firms to help measure and track data collected from online shoppers. Last year it ended a two-year pilot program wholesaling through Amazon, choosing to direct all to e-commerce sales through its own website.
Source: The Economist
In the last few weeks, Fallon, Carmichael Lynch, Colle McVoy, Padilla, Periscope, Solve and other advertising and marketing mavericks joined the #CommitToChange effort led by 600 & Rising, the newly formed nonprofit that is shining a spotlight on the persistent lack of Blacks, Hispanics, Asians and Indians in advertising.
“What gets measured gets action. It’s an act of courage and transparency to share with the world where we are today,” said Mike Caguin, chief creative officer at Colle McVoy and board chairman of the BrandLab, an internship program designed to introduce students of color to the ad industry.
For a decade, Colle McVoy worked with the BrandLab nonprofit to hire high school and college students of color as interns and introduce them to advertising careers. But there is more to do, Caguin said.
A week ago, Colle McVoy posted on Twitter that 90% of its 240-member Minneapolis staff was white. The company website now states a promise. “We will recruit more BIPOC [Black, Indigenous, people of color] employees at all levels across the agency. We will mentor, champion, and advance BIPOC employees into senior roles . … We will conduct more anti-racism training for managers and the agency.”
Source: Minneapolis Star-Tribune
Do The Dishes Every Night
Conservative Christian group One Million Moms does not find the following Cascade Platinum laundry detergent ads funny or entertaining or wholesome family viewing.
Keep it clean!
My message to the critics of the Cascade commercial:
Source: New York Post