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Harley-Davidson, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Harley-Davidson, Inc., headquartered in Milwaukee, WI, is a manufacturer of motorcycles. It operates in two business segments: Motorcycles & Related Products and Financial Services. The company offers touring and custom bike models through a worldwide network of dealers. Harley-Davidson also sells goods licensed with the company name include a line of clothing and accessories.

Main Telephone (414) 342-4680
Main Fax (414) 343-4977
Primary Address
3700 West Juneau Avenue
Milwaukee, WI 53201

Harley-Davidson, Inc. Contacts

Contacts (5/25)
Name Title State
Keith W. Chairman WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (414) 342-4680
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3700 West Juneau Avenue
Milwaukee, WI

Perry G. Vice President & Chief Accounting Officer WI
Matthew L. President & Chief Executive Officer WI
John O. Senior Vice President, Chief Financial Officer & Controller WI
Dave C. Chief Information Officer & Vice President WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Harley-Davidson, Inc. ********

Agency Relationships

Brand Agency Service From To
******-********, ***. ******** ***** Creative, Media Planning 2016 present
******-********, ***. ********** ******** Media Buying, Media Planning 2016 present
******-********, ***. ****** Experiential 2016 present
******-********, ***. ***** ****** & ************* Public Relations, Social, Marketing unknown present

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Sellers Start Pitching: Harley's new media shop beginning strategy conversations, taking over Jan. 1

Subject: TV, radio, magazines, online, digital, online, social media, video, multicultural

Company: Harley Davidson, which is headquartered in Milwaukee, Wis.

Update (9/21): We've gathered new insight into Team Ignite's media team for Harley. While creative is led by Mediahub, Boston. Mediahub isn't taking over execution from Starcom until Jan .1, but we're told Mediahub is already meeting clients for the first time next week.

Sellers - now's the time to squeeze into your finest chaps and lace up your dress boots. Planning will be underway shortly, so you need to be top-of-mind for 2017 dollars. HD's plans were to increase consumer marketing by 65% in 2016 (more info below), part of which will be devoted to growing the brand with women, African-American and Hispanic customer segments. 

Below originally published 8/2

Opportunity: After announcing a global agency review in January, HD has tapped newly-created Interpublic Group unit Team Ignite for global and regional creative, media and digital work. According to global brand and marketing VP Shelley Paxton, HD only invited holding company teams to pitch the business because "[c]reative, digital and media absolutely has to be a single strategy to live together in this day and age."

Team Ignite will be led by Campbell Ewald CEO Kavin Wertz, but HD has stated it will not disclose the names of other team members, or the agencies they are associated with. We're working on getting some names for you, but in the meantime, those with deep IPG contacts (particularly at Campbell Ewald) should reach out out to secure revenue.

Remember that HD announced last year that it was here).

Additional Information

Incumbent: HD abandoned the AOR model for creative shops under former CMO Mark-Hans Richer, who left the company in November (more here).

Target Customers: Harley­ Davidson is currently the leader in the 18-to-­34-year-old male demographic, but according to Keith Wandell in HD's Q4 2014 earnings call, 2014 was the third consecutive year in which sales of new Harleys to other demographics such as women, African-Americans and Hispanics grew at more than twice the rate of sales to core customers. 

Media Spend: Kantar Media reports that HD spent $29.8 million on measured media in 2015 – up 73.4% from 2014 ($17.2 million). The bulk of this spend is allocated to broadcast ads, with digital buys coming in a distant second. 

National TV Spend: According to iSpot, HD has spent $11.9 million on national TV ads so far this year. The bulk of this has been spent to air "One Day," which began airing during March Madness ($7.03 million). This spot aired mostly during primetime and weekend afternoon dayparts on Saturdays and Sundays. See chart for 2016 show targeting and airings.

For full 2015, HD spent $19.6 million on national TV ads - up from $9.3 million in 2014.

Digital Breakdown: Moat reports that HD has run 671 display ads on 3,202 publishers so far this year (2% mobile). Top ad destinations include,, and (54% placed site direct versus programmatically). HD has also run 339 high impact ads and three video ads (100% placed site direct).

Harley Davidson, Inc.
3700 W. Juneau Ave.
Milwaukee, WI 53201
(414) 342-4680

Shelley Paxton
Vice President, Global Integrated Marketing & Brand
(414) 342-­4680

Dino Bernacchi 
Director, Marketing - US
Direct Dial: (414) 343-4948

Team Ignite

Will Phipps
US Lead - Media
(617) 226-9000

Allan Apjohn
Associate Media Director - Offline Media
(617) 226-9000

Dale Lee
Associate Media Director - Online Media
(617) 226-9000