At DPAA Summit, Claire's and Canvas Reveal Details of New Brand-Refresh Campaign

How39s it going Plenty of answers to that question were supplied by Kristin Patrick pictured at top center Claire39s Executive Vice President and Chief Marketing Officer and Canvas Worldwide Chief Executive Officer Paul Woolmington top left who spoke this past Tuesday at the DPAA Global Summit 2022 The annual confab for the digital outofhome advertising market hosted about 1000 at New York39s Chelsea Piers That compares with some 700 attendees last yearquotThis is a storied brand that39s now in a refreshquot Woolmington said quotThis is not your mother39s Claire39s We have to be on the bleeding edgequotCustomer surveys conducted by Claire39s showed that quotcontent is key for our consumersquot Patrick said quotWe39re answering the need of this group for more content plus information on our line of fashion accessoriesquotStage one of the partnership will focus on content generation first for online and virtual reality Metaverse destinations Claire39s is developing GenZ characters using store merchandise to showcase an inclusive playful environment where people overcome their anxieties During stage two several characters will be adapted for TV series movies TikTok and other social media Separately a documentary series will profile members of an expanding Gen Z and Gen Alpha crowd also known as quotGen ZalphaquotDown the road Claire39s will experiment with instore video displays where individual products will be offered for sale at the retail locations or online Some are tied to new stores overseas in the coming months with tailored approaches quotIn Paris the scent of a store is importantquot said Patrick quotThe physical space is important Every situation is uniquequotPatrick and Canvas have a track record together that extends well beyond Claire39s Before coming to the brand Patrick held roles at Playboy Enterprises and PepsiCo At each company Canvas organized imageturnaround campaigns For example it helped move Playboy away from its longstanding reputation as a men39s magazine to a generalaudience lifestyle brandFor DPAA President and Chief Executive Officer Barry Frey pictured at top right Claire39s ambitious campaign approach is well timed So far 2022 is shaping up to be the retail ad category39s best sales revenue year since 2019 the year before the coronavirus pandemic That39s according to forecasts from Group M and other leading ad agenciesquotIt39s time to look ahead and put pedal to the metal on digitalquot Frey urged attendees quotThink about strategic mobility borderless approaches to out of home with aggressive use of apps 3D Metaverse Be about reaching people at the right time in the right place with the right contentquotDouble down on programmatic new data resources and company alliancesquot Frey added quotThat got us through 2020 and 2021 We were bloodied but not beatenquotFrey also announced the launch of a new DPAA Creator Council mandated to expand outofhome employment opportunities for women and people of color Another new 202223 project will be an annual Women in Digital Media Awards event sponsored by CaptivateClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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At DPAA Summit, Claire's and Canvas Reveal Details of New Brand-Refresh Campaign

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Simon Applebaum

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At DPAA Summit, Claire's and Canvas Reveal Details of New Brand-Refresh Campaign

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