Ocean Media Wins Gilt

First TV advertising for online retailer

Gilt launched its first TV campaign today, moving its marketing efforts offline with the help of its first media agency, Ocean Media. The Huntington Beach, Calif., independent won the business after a review where the other finalist was WPP’s MediaCom.

With the online holiday shopping season getting underway, spots for the e-commerce site will air on cable networks like Style, HGTV, E! Entertainment Television, Oxygen, Lifetime and TLC. WPP’s Berlin Cameron United is the creative agency behind the Gilt campaign.

Gilt spent nearly $4 million last year on marketing communications, including digital advertising, according to Nielsen. In announcing Ocean Media’s selection, Elizabeth Francis, chief marketing officer at the five-year-old online retailer, said, “We’re impressed with the agency’s track record on launching and scaling e-commerce brands.”

Ocean Media has worked with online marketers like LendingTree.com, Priceline.com, FreeCreditScore.com, Overstock.com and Angie’s List.