At its first-ever NewFronts presentation, Target announced today that it has re-branded its in-house media company, which it first launched in 2016 as the Target Media Network to connect shoppers with relevant offers and info.
The service will now be called Roundel — a reference to Target’s signature bullseye logo. The agency will be led by Kristi Argyilan, who has served as Target’s SVP of marketing since 2014. (Separately, Target announced today that digital vet Karyn Spencer will serve as director of talent partnerships and influence marketing).
Target’s media company has been a source of profitable growth since 2016, it says, helping guests save time and money while concurrently driving sales for roughly 1,000 of the brands that are vended in-store. Current Roundel clients include Disney, Dyson, Mastercard, and Unilever. And media agencies who are currently working in conjunction with Roundel include GroupM, OMD, and Publicis.
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“At its core, Roundel’s about using Target’s rich insights to create smart, personalized campaigns that connect our guests to information and offers they’ll find most relevant,” Argyilan said in a statement. “That means working with some of the largest brands and advertising agencies in the world to reach the right guest, with the right message, at the right time and on the right channel — whether that’s Target’s own platforms (think Target.com) or more than 150 brand-safe external channels like Pinterest, PopSugar, and NBCUniversal.”
For instance, last Christmas, the agency worked with MarsWrigley on a candy campaign, tapping insights to create custom creative for every major candy occasion — whether that be gifting, dish candy, or stocking stuffers. Those ads were then delivered to Target guests via online, mobile, or social media. (Target says it engages with 25 million guests digitally every week.) The company found that the campaign resulted in thousands of dollars of savings for shoppers and a double-digit sales lift for MarsWrigley.
“Our customized approach works not only for products our guests can find at Target, but also for other businesses that align with their interests and needs, from financial services and automotive to travel and more,” Argyilan said.
You can check out our interview with Argyilan below:
And you can check out the rest of Tubefilter‘s interviews from our ‘Insights from the 2019 Digital Content NewFronts’ video series right here.