Doner | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(424) 216-3400|
|Main Fax||(949) 623-4350|
|Jason G.||Chief Creative Officer||CA|
Sample of Associated Brands
|Zihla S.||Executive Vice President & Managing Director - LA||CA|
|Mark B.||Senior Vice President & Media Director||CA|
|Maria C.||Senior Vice President & Media Director||CA|
|Perry C.||Senior Vice President, Brand Leader||CA|
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TV, Digital Opps: Nescafé launches first work from new digital AOR to revive instant product
Subject: Digital, TV, online, video, social media, multicultural, Hispanic
Opportunity: Launched its first work from new digital agency, Doner, LA, which was hired in December. The new creative, the first in several years for Nescafe Taster's Choice, will run across broadcast, digital video and social media. The campaign will also include an "immersive web experience" at TastersChoice.com.
Like many other brands, Nescafe has recently shifted efforts to engage more with millennial coffee drinkers - the generation more or less known for spending rent money on pumpkin spice lattes. With that said, look for digital and online spend to increase moving forward. In fact, since last year, digital display activity has already risen significantly, according to Pathmatics.
Note that while Nescafe is shifting efforts away from traditional media buys, national TV spend continues to be relatively high, per iSpot. However, the largest portion of national TV spend has moved to Hispanic media channels. So, sellers with high engagement among Hispanic audiences should continue to have an opportunity for national TV revenue.
Furthermore, sellers with high engagement among working millennials should continue to go after this new campaign revenue. Look for ad dollars tied to desktop, video, and social media. It appears that media is handled by Metavision Media, NY, but we'll keep you posted if we learn differently.
Digital Breakdown: According to Pathmatics, Nescafe has spent $11,700 on 12 desktop ads this year (981,400 impressions). Desktop ads were run only in Q1, with 82% placed site-direct, while the remainder were placed 12% ad network and 6% DSP; $113,000 has been spent on 12 mobile ads (3.9 million impressions), all of which were placed site-direct. The top ad destination for both desktop and mobile was walmart.com.
Additionally, $92,700 has been spent on six video ads (9.4 million impressions), all of which were placed programmatically, on top ad destinations including Yahoo Homepage (yahoo.com), investopedia.com (IAC), latimes.com (Tribune Media) and popsugar.com (PopSugar).
Compared to the same period in 2015, the brand has decreased desktop spend, but increased mobile and video. In 2015, the Nescafe spent $40,100 on 21 desktop ads (9.4 million impressions), with only 20% placed site-direct; $15,800 was spent on 14 ads (2.2 million impressions), 95% placed site-direct; no video ads were run during this period.
800 North Brand Boulevard
Glendale, CA 91203
Chief Marketing Officer
Elizabell Rivera Marquez
Berta Cruz Corominas
Marketing Manager, Nescafe
Direct: (818) 549-6357