Quaker City Mercantile | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(215) 922-5220|
|Main Fax||(215) 922-5228|
Quaker City Mercantile Contacts
|Steven G.||Chief Executive Officer||PA|
Sample of Associated Brands
|Breanne F.||Social Media Manager||PA|
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Campaign Imminent: Miller High Life, Keystone Light name new creative leads
Subject: digital, TV, social media, mobile
Opportunity: Tapped Arc will continue to support the champagne of beers. MillerCoors' VP of marketing for emerging and economy brands Ashley Selman stressed that the company does not assign AORs for its economy brands, but mentioned that Quaker's assignment could possibly include strategy, TV advertising, digital and packaging, which is a large assignment for a non-AOR shop.
Leo Burnett was responsible for the "I Am Rich" High Life campaign that will continue to run through the end of the year before being replaced. Therefore, sellers should be reaching out to secure dollars for upcoming campaigns. New campaigns will take into consideration the company's recent consumer research, which was conducted to "overhaul" its approach to its economy brands. Among the research was ethnography work, so look for MillerCoors' economy brands to diversify its target audiences down the road.
In other MillerCoors economy brand news, the company has assigned Keystone Light account. Mekanism is a MillerCoors roster shop and currently serves as creative AOR for the company's innovation brands (Redd's, Smith & Forge and Henry's Hard Soda). Keystone has not utilized a creative agency recently, and Selman said the decision to add the shop was to "take a fresh look at some of the brand positioning." Think local marketing opps here because Selman also mentioned that the assignment isn't about "unveiling this enormous TV and big comprehensive communication plan."
Agency readers, these two shifts come after the promotion of Selman to VP in January. It's possible that other brands in MillerCoors' emerging and economy brands division will also look for creative partners over the next year, so those with a taste for the finer things in life should be looking for work here. This is especially true in light of other recent creative shifts within the larger MillerCoors organization (more here).
Traditional media buying and planning for all of MillerCoors' brands, including Miller High Life and Keystone, is handled by Initiative. The Interpublic shop picked up the work in 2012 (it already handled traditional media buying for the Coors brand). Therefore, this relationship is well past average agency tenure and could also be up for review in the future.
Incumbent: Leo Burnett had handled creative for High Life since 2014 and DigitasLBi previously handled digital High Life's digital and remains on the company's larger roster for other work.
Media Spend: According to Kantar Media, High Life spent $17.1 million on measured media in 2015.
National TV Spend: ISpot reports that High Life has spent $5.8 million to air two national TV spots this year. Since May, the two spots that are part of the "I Am Rich" campaign have run (generally) "on 10 days/off 5 days," so there could potentially be some last-minute revenue for Q4 here. See chart for 2016 show targeting.
For the same period 2015, spend was comparable ($5.3 million).
Keystone Light does not currently run national TV ads, and given Selman's statements, is unlikely to start anytime soon.
Digital Breakdown: According to Pathmatics, High Life has spent $415,700 on 10 desktop ads in 2016 (62.8 million impressions) - the majority of which have run since May (I guess High Life does dredge up memories of summer......in high school). Placements were split between Cadreon's trading desk (56%) and site direct (44%). Top ad destinations include complex.com, thrillist.com, thesuperficial.com, lifehacker.com and thefrisky.com.
Additionally, $50,700 has been spent on 11 mobile ads this year (9.9 million impressions), but no video ads have been run for High Life.
As far as Keystone Light is concerned, MillerCoors has not spent any money on desktop, mobile or video ads for the brand.
250 South Wacker Dr.
Chicago, IL 60606
Chief Marketing Officer
Vice President, Marketing - Emerging & Economy Brands
Direct Dial: (312) 496-5734
Director, Marketing - Economy Brands