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William Grant & Sons, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




William Grant & Sons, Inc., headquartered in New York, NY, is a marketer of adult beverages. The company is a top maker of top shelf Scotch with brands under the name of Grant's, Glenfiddich, and Balvenie.

Main Telephone (212) 246-1760
Main Fax (646) 344-3785
Primary Address
200 Park Avenue South
Suite 1218
New York, NY 10003
USA

William Grant & Sons, Inc. Contacts

Contacts (5/14)
Name Title State
Jonathan Y. President & Managing Director - US & Canada NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 246-1760
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 Park Avenue South
Suite 1218
New York, NY
10003
USA

Marc H. General Manager, Commercial Strategy - US & Canada NY
Andrew N. Vice President, Marketing NY
Joanne N. Region Marketing Director - East NY
Justin M. Director, Business & Brand Development - Tuthilltown Spirits & Hudson Whiskey NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Glenfiddich ****
William Grant & Sons, Inc. *******
Balvenie *
Reyka *
Lillet *

Agency Relationships


Brand Agency Service From To
******** ************* AOR - digital, social 2015 present
******** ******, *** Creative, Digital 2016 present
*********** ************* AOR - digital, social 2015 present
*********** ******, *** Creative, Digital 2016 present
********'* *** ****** **** ********** Creative unknown present

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WinmoEdge

H2 Male Media Opps: Glenfiddich launches new ad campaign


Subject: Digital, online, social media, video, TV

Brand: Glenfiddich, Scotch whiskey brand owned and produced by Winmo profile)

Opportunity: Launched a new campaign from here). The “Rethink Whisky” campaign will be supported on social and streaming video through July. It’s designed to introduce the brand “to a new generation of whisky drinkers” Michael Giardina, Glenfiddich senior brand manager, said in a statement.

Therefore, considering millennial engagement and stealing share from bourbon is the focus, digital sellers with high engagement rates among upscale men ages 21-35 should continue to go after H2 ad dollars.  Q4 is traditionally Glenfiddich’s top advertising period, according to Kantar Media. So, look for decision makers to use findings from this initial digital campaign to optimize a larger end of year campaign.

Keep in mind that this will be just one of several new WGS brand campaigns to come now that Rokkan is working on the company’s entire portfolio – not just Glenfiddich Single Malt Scotch Whisky’s 14 Year Old Bourbon Barrel Reserve (research here).  Therefore, continue to seek new campaign dollars tied to WGS’s other top ad spending brands, including Tlllamore Dew and Sailor Jerry.

It appears that media is handled by Rokkan and in-house (maybe Resolute Digital still), but we’re not sure of the mix. We’ll keep you posted as we learn more.

Additional Insight

Media Spend: Glenfiddich only spent $352,000 on measured media last year compared to $4.2 million during 2014. A huge drop in print spending last year led to the decline, according to Kantar Media.

TV Breakdown: Glenfiddich’s first national TV ad since at least June 2013 ran during Dec. 15-Jan. 3 (see above). About $153,000 was spent to air the commercial during shows like “The Walking Dead,” “Mysteries at the Museum” and “Mysteries at the Monument,” iSpot.tv reports.

Digital Breakdown: During the past 12 months, Glenfiddich has run 24 banners and one video ad on 85 publishers (<1% mobile), 61% of which were placed site direct versus programmatically. Ads are mostly targeting food/drink publishers, led by lquior.com, according to Moat.

News and sports are also a small part of the mix.  Top targeted sites include cbsnews.com, youtube.com, sportslogos.net and mashable.com.

Winmo profile)
300 Park Ave., South
Suite 600
New York, NY 10003 
(212) 246-1760

Michael Giardina
Senior Brand Manager – Glenfiddich
(212) 246-1760
mgiardina@wgrant.com

Jonathan Yusen
President & Managing Director – US & Canada
(212) 246-1760
jyusen@wgrant.com