Berkshire Hathaway, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Berkshire Hathaway is a conglomerate holding company that oversees and manages a number of subsidiary companies. Berkshire Hathaway's core business is insurance, however, other holdings include jewelry and clothing companies. The company is headquartered in Omaha, NE.
|Main Telephone||(402) 346-1400|
|Main Fax||(402) 346-3375|
Berkshire Hathaway, Inc. ContactsContacts (3)
|Marc H.||Senior Vice President & Chief Financial Officer||NE|
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|Warren B.||Chairman & Chief Executive Officer||NE|
|Sharon H.||Vice President - Taxes||NE|
|Berkshire Hathaway, Inc.||********|
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Campaign Imminent: Duracell AOR declines to participate in post-acquisition review
Subject: traditional, digital, social media, acquisitions
Opportunity: After serving as creative and digital AOR for two years (more Anomaly has declined to participate in the agency review that reportedly began this Spring. According to Anomaly CEO Carl Johnson: "Following the departures of the previous global CEO, and the GM of Duracell, North America, new owners, Bershire Hathaway, decided to review all aspects of the business including their marketing agencies." The reason he gave for declining participation was that Anomaly no longer shared "ambition and values" with Duracell leadership (so make what you will of that).
Anomaly's final work for Duracell, its Star Wars Holiday campaign, debuted last week. "Star Wars Rogue One: How the Rebels Saved Christmas" debuted on October 16, and Duracell has spent $3.2 million to air it so far - mostly during the primetime daypart. Top targeted shows (by spend) include: "NFL Football," "MLB Baseball," "NCIS: Los Angeles," "The Rocky Horror Picture Show: Let's Do the Time Warp Again" and "The Voice."
Agency readers, the review reportedly began this Spring, so it's likely too late to get on the list this go-round. However, there's no word on the exact scope, so if only creative and digital work are in review now, a media review could follow soon. Publicis's Mediavest/Spark, Chi still has media planning and buying.
Sellers - Duracell has greatly increased digital spend this year, so be sure you are reaching out for last minute Holiday and early 2017 dollars. Additionally, the battery brand has increased TV spend this year, so dollars should be available here as well. Since literally everyone will need batteries at some point, targeting is sort of all over the place, but Duracell does tend to target highly rated (and watched) sports events and TV shows, so start there.
Keep in mind, as well, that Univision received the fourth highest TV spend this year, so Hispanic media sellers will likely have a leg up.
Media Spend: According to Kantar Media, Duracell spent $30.5 million on measured media last year - most of it allocated to broadcast ads.
For full 2015, Duracell spent $22.9 million. Most of this was deployed during H2 2015.
Digital Breakdown: Pathmatics reports that Duracell has spent $41.8 million on desktop display ads so far this year (3.2 billion impressions). The majority of these ads were placed site direct (98%) on publishers such as: reddit.com, amazon.com, weather.com, ign.com and cnet.com.
Duracell has also spent $10.4 million on mobile ads this year (915.4 million impressions). As with desktop ads, the majority of these were placed site direct (99%). Top mobile destinations included: reddit.com, walmart.com, amazon.com, babycenter.com and weather.com.
An additional $900,000 was spent on online videos this year (56.9 million impressions). These were placed mostly through Google AdX + AdSense (86%) and site direct (13%). Top video destinations included: youtube.com, rottentomatoes.com, hulu.com and babble.com.
For the same period 2015, total digital spend for Duracell was $7.9 million, spent, as in 2016, mostly on desktop and mobile. Total impressions for this period 2015 were just over 653 million.
14 Research Dr.
Berkshire Corporate Park
Bethel, CT 06801
Planner, Digital Media - Mediavest