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Mack Weldon, the direct-to-consumer men’s apparel brand, is now airing television ads for the first time in the company’s nearly 10-year history, said its CEO Brian Berger.
The brand’s ads began airing during the first week of June on a number of channels and platforms including Bloomberg, CNBC, Discovery, Viacom and Hulu.
It’s an unexpected move from the digital retailer: During the pandemic, most DTC businesses have been emphasizing digital outreach. But Berger said that with 80% of its marketing budget—which is spent on digital channels such as Facebook and Google—performing efficiently, the company can be more experimental with the remaining portion of its spend.
“If we were not facing [an] environment of efficiency, and seeing increased demand, then our playbook would have been to pull back on ad spending,” Berger said.
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