MediaCom | Agency Profile, Contacts, AOR, Client Relationships
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|Taylor M.||Project Manager, Global Data Solutions||MI|
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|Matthew W.||Ad Operations Analyst||MI|
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Campaign Imminent: Shock Top in talks with creative shops
Subject: digital, TV, print, radio, event, social media
Company: Shock Top, faux AB InBev craft brand that competes with MillerCoors' BlueMoon
Opportunity: Shock Top VP Jake Kirsch told AdAge that the wheat beer brand is "simply having a few conversations with leading creative agencies." He clarified that this isn't a formal review, as Shock Top has not had a creative AOR since 2007. However, he noted that the brand is "always open to new ideas and discussions with the best and brightest creative minds in the industry."
Past creative partners include MDC's Anomaly, which created this year's Super Bowl spot, and 72andSunny. Readers, this means there could be creative work available for the Shock Top brand in 2017. While it may be too late to pick up imminent work, the brand doesn't work with one agency and seems open to pitches on an almost rolling basis.
Sellers, creative talks mean one thing: campaign launches. Be sure you are securing digital, TV, social and event revenue for the holidays and Q2, Shock Top's peak advertising periods. Beer giants have been losing ground to smaller, craft brewers, so millennial LDA consumers are the most likely target of upcoming campaigns (supported by the fact comedian TJ Miller has appeared in recent ads). Note that the brand's ad presence has surged this year, in both TV and display (more below).
According to Winmo, WPP's here).
Media Spend: Kantar Media reports that Shock Top spent $23.5 million on measured media in Q1 2016, a yuge jump from the same period last year.
National TV Spend: So far in 2016, Shock Top has spent $18.9 million on national TV ads, according to iSpot.tv.The brand has aired two ads this year - "Unfiltered Talk" and "Let's Party." "Unfiltered" was Shock Top's Super Bowl ad, and the brand spent $11.6 million to air it from Super Bowl Sunday through May 12. "Let's Party" aired from Jan. 17 through March 18, and Shock Top spent $7.3 million to air it during shows such as "The Goldbergs," "Second Chance" and "Brooklyn Nine-Nine." See chart for 2016 show targeting for both spots (by spend).
For the same period 2015, Shock Top ran no national TV ads (in fact, it ran no national TV ads at all last year).
Digital Breakdown: Per Moat, Shock Top has run 22 display ads on 233 publishers this year (<1% mobile). Top ad destinations include live.com, yahoo.com, mademan.com, cbssports.com and thegloss.com (48% placed site direct versus programmatically). The brand has also run 75 high impact and 17 video ads this year (77% of video ads were placed site direct).
For the same period 2015, Shock Top ran only seven display, two video and 18 high impact ads on 15 publishers (73% mobile; 64% placed site direct).
Competitors: Shock Top's largest US competitor is MillerCoors' Blue Moon, which tapped here.
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