UGG

Richard Russell, VP of omnichannel marketing at Deckers Brands, parent company of Ugg and Teva, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric” and to reorient the company’s marketing strategy to focus on getting the most out of first-party data.

When your target audience is tween girls aged nine to 13, there are not only data and targeting considerations to keep in mind but also a general elusiveness from a media consumption standpoint. When UGG Australia came out with a new “I Heart UGG” brand line, YouTube stood out to its agency, Santa Monica-based Palisades […]