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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 (5/28)
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

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In Review Update: Harley-Davidson debuts March Madness campaign amid global review

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

Company: Winmo Profile), which is headquartered in Milwaukee, Wis.

Update (3/17): In the midst of its recently-announced global creative, digital and media review (more below), HD has debuted its newest marketing campaign. The “Live Your Legend” campaign officially debuts March 17 and includes TV spots, print, online media, “enthusiast and lifestyle” media outreach, social media, direct marketing and retail promotions. Sellers – when HD said they were increasing their consumer-facing marketing spend by 65% in 2016, they were not just whistling Dixie (sorry, I was born in Georgia). 

VP of global marketing and branding Shelley Paxton told AdAge that she thinks of the campaign as a “call to action” intended to “start a movement for riders and non-riders alike.” This sweeping focus seems in-line with HD’s desire to widen its customer base. She added that the decision to debut the campaign during March Madness was made because “the sporting event’s audience transcends generations and cultures.”

The creative for the campaign was developed by Wolfes, a boutique shop in Minneapolis, in conjunction with HD’s in-house team. Wolfes also created last year’s “Roll Your Own” campaign.

For this campaign, Publicis's DigitasLBi will assist with digital. Sellers and agency readers – HD is currently reviewing its agency relationships and Paxton said HD hopes to make a final decision by “early Q2.” We’lll let you know the outcome of this review when we hear something. 

Read more about DailyVista’s take on HD’s current review and marketing plans below.

Below was originally published on 1/21:

Opportunity: Just afterStarcom, Chicago from the Detroit office. No word yet if these shops will participate in the review, which will involve global creative, media and digital assignments.  

According to a company representative, RFPs have been issued “at a holding company level.” Moving forward, HD is focused on “driving demand and growing [its] reach and impact with customers globally.” Hopefully, agency readers, you reached out and were already on HD's radar, but if not, there's no time like the present. HD faces an increasingly competitive market and has recently undertaken a number of initiatives to reverse falling sales. Those with high ROI ideas that differentiate HD from the pack and reach large swaths of potential customers should have the advantage here.

Sellers - reach out for digital and TV revenue, as HD is looking to increase SOV over the next few years. Focus particularly on Q2, HD's largest spend period, historically.  Keep in mind, as well, that HD has been focusing on audiences outside its traditional Boomer demographic lately. This includes women and ,illennials, mostly, but African-American and Hispanic-focused sellers should look for 2016 revenue too. 

Additional Information

harleydavidson-est-tv-spend-01-01-2015--12-31-2015 (1)

Marketing Increase Plans: In October 2015, CEO Matthew Levatich stated that HD would increase customer-facing marketing spend in 2016 by approximately 65% above 2015 levels (morehere).


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 $15.3 million on measured media through Q3 2015 – only $1.5 million shy of FY 2014 spend. The bulk of this spend is allocated to broadcast ads, with digital buys coming in a distant second. 

TV Breakdown: iSpot reports that HD spent $19.6 million on national TV ads last year – up from $9.3 million in 2014. See charts for 2015 channel/show targeting. 

Digital Breakdown: In 2015, Moat reports that HD ran 395 display ads on 3,532 publishers (2% mobile). Top ad destinations included,,, and (65% placed site direct versus programmatic). HD also ran 301 high impact ads and six video ads last year.  For 2014, 431 display ads and 315 high impact ads (but no video ads) on 2,027 publishers (2% mobile, 75% placed site direct).

Sponsorships: Over the past year, HD has sponsored a number of events, including the Sturgis Motorcycle Rally, “Avengers: Age of Ultron,” AMA Pro Racing and the Winter X Games.

Winmo Profile)
3700 W. Juneau Ave.
Milwaukee, WI 53201
(414) 342-4680

Matthew Levatich
Chief Executive Officer (since May 1)
(414) 342-­4680

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