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Heineken USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in White Plains, NY, Heineken USA is a subsidiary of one of the world's largest brewers, Heineken. The company distributes beverages such as Heineken, Amstel Light, Buckler (nonalcoholic), Murphy's Irish Stout and Irish Amber, the only authentic Irish amber import in the U.S.

Main Telephone (914) 681-4100
Main Fax
Primary Address
405 Lexington Avenue
40th Floor
New York, NY 10167
USA

Heineken USA, Inc. Contacts

Contacts (5/59)
Name Title State
Nuno T. Chief Marketing Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (914) 681-4100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 405 Lexington Avenue
40th Floor
New York, NY
10167
USA

Tara R. Senior Vice President & Chief Corporate Relations Officer NY
Julie K. Senior Vice President & Chief Legal Officer NY
Gabriele G. Senior Vice President & Chief Financial Officer - Italy NY
Ronald d. President & Chief Executive Officer - USA NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Amstel Light ****
Buckler *
Heineken Lager ********
Newcastle Brown Ale *****
Strongbow Cider ********

Agency Relationships


Brand Agency Service From To
****** ***** ***** ******* media buying & planning unknown present
****** ***** ********** Creative: Shopper Marketing 2016 present
****** ***** ********** AOR - creative unknown present
****** ***** ******* AOR - public relations 2012 present
****** ***** ********** Creative: Shopper Marketing 2016 present

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WinmoEdge

Campaign Imminent Update: Strongbow hard cider hires new digital AOR, follows PR, creative shift


Subject: TV, digital, video, outdoor, sponsorship

Brand: Heineken USA

Update (9/14): Following creative and PR, digital AOR duties have here).

"Exciting new programming" is planned for 2017, Jessica Robinson, Heineken USA's senior director of marketing for portfolio brands, said in a statement.  This should open up traditional and digital outlays through the end of next year (more info below). 

 

Update (9/12): Cloud Factory, Strongbow's global shop.

Football kicks off peak cider and Fireball cocktail season, so millennial-focused sellers should keep going after last minute deals and new campaign revenue (more info below) through the end of the spring. Historically Q4 and Q2 are Strongbow's top advertising periods. Publicis's here). We'll keep you posted on their decision. 
 

Below originally published 9/12
 

Opportunity: US creative has been consolidated at Cloud Factory, Strongbow's global shop. Once the popular new kid on the block, cider has gone the way of 98 Degrees, tossed aside as women increasingly opt for wine and other beer alternatives. However, Strongbow has recently been outperforming in the declining cider category, said Jean-Francois van Boxmeer, CEO of Heineken International, during the Q2 earnings call. 

Hangin' tough, Strongbow is shifting to a new global campaign, Jessica Robinson, senior brand director for Strongbow, told Ad Age, So, significant ad support should continue, opening up traditional and digital dollars for this new addition. In fact, the brand's display presence has surged this year, opening up revenue for digital sellers.

Focus on buys tied to the fall/winter (football and holidays) drinking season and Q2, historically Strongbow's top advertising periods. Publicis's here). We'll keep you posted on their decision. 

Additional Insight

Incumbent:  Droga5 handled Strongbow's creative since 2014, Winmo reports. It's already picked up AB-InBev's Best Damn brand (research here)

Media Spend: $15.5 million went to measured media last year, up 42% from almost $11 million in 2014, Kantar Media reports. The bulk of spending, more than 95% of budget, continues to support cable TV buys. Display spending is still low but it did increase to 3.2% of budget in Q1 from 1% for all of 2015. 

TV Breakdown: During the last 12 months, $10.1 million has gone to national TV ads (see breakdown right), down from $16 million during the same period a year earlier, iSpot.tv reports.

Digital Breakdown:  Since January, 31 banners and one high impact ad has run on about 211 publishers (<1% mobile), 73% of which were placed programmatically versus site direct, according to Moat. Three videos have run on 123 sites, all of which were placed programmatically. 

Desktop ads have targeted news, tech and entertainment sites, led by evite.com, timeout.com, redbookmag.com, cosmopolitan.com, harpersbazaar.com and esquire.com. 

Video ads are run more on entertainment and news sites such as nba.com, etonline.com, foxsports.com and biography.com. 

Heineken USA
245 Park Ave.
40th Floor
New York, NY 10167
(212) 338-4880

Nuno Teles
Chief Marketing Officer
(212) 338-4880
nuno.teles@heineken.com.br 

Jessica Robinson
Senior Brand Director - Strongbow
Direct Dial: (212) 808-9265
‚Äčjrobinson@heinekenusa.com