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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 (212) 338-4880
Main Fax (914) 681-1900
Primary Address
245 Park Avenue
40th Floor
New York, NY 10167
USA

Heineken USA, Inc. Contacts

Contacts (5/64)
Name Title State
Nuno T. Chief Marketing Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 338-4880
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 245 Park 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 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
****** ***** ********** AOR - creative unknown present
****** ***** ********* | ***** media buying & planning unknown present
****** ***** ********** Creative: Shopper Marketing 2016 present
****** ***** ******* AOR - public relations 2012 present
****** ***** ******* AOR - public relations 2012 present

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DailyVista

Digital Opps: Heineken names new shopper marketing AOR for entire US roster


Subject: shopper, outdoor, TV, digital, online, experiential, social media

Company: Winmo), the third largest brewer in the world.  

Opportunity: Heineken has shifted shopper marketing duties from TracyLocke. TL will now handle work for Heineken’s entire US roster, which includes Tecate, Dos Equis, Newcastle and Amstel Light. In addition to shopper marketing, TL will handle regional marketing and localized market activations. As a part of the shopper marketing review, Heineken also chose In Marketing to handle channel-driven retail work.

Note that Heineken, like many others, is continuing to shift money into digital from print. Per iSpot, Heineken has been increasing TV spend for its biggest brands, so look for traditional dollars here, as well (more below).

The shift comes eight months after Heineken tapped MediaVest handles media planning and buying for Heineken USA, according to The List.

Additional Information

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

Media Spend: Display data is from iSpot and overall measured media numbers are supplied by Kantar Media (but do not include search, mobile or social dollars).

dos-equis-est-tv-spend-01-01-2015--12-31-2015 (1)

Heineken: Measured media spend for 2014 was $96.6 million. Almost all of this – 92.2% – was allocated to broadcast ads, with the remainder dedicated to OOH ads mostly. The company spent $59.7 million on national TV ads in 2015 – up slightly from $58.9 million in 2014. See charts for 2015 show targeting. 

The brand ran 149 display ads on 377 publishers in 2015 (32% mobile). Top ad destinations included npr.org, uefa.com, ticketmaster.com and livenation.com (67% placed site direct). Heineken also ran 84 high impact ads and 16 video ads last year. 

Dos Equis: Measured media spend through Q3 2015 was $21.4 million – just shy of FY 2014 spend ($24.8 million). As with the Heineken brand, most of this was put toward broadcast ads (90%), but the remainder went mostly to print (4.4%) and display ads (2.4%). In 2015, $21.3 million was allocated to national TV spend – up from just $11.8 million in 2014. See charts for 2015 channel/show targeting.

dos-equis-est-tv-spend-01-01-2015--12-31-2015

The brand ran 59 display ads on 804 publishers in 2015 (16% mobile). Top ad destinations included: quizlet.com, maxim.com, topix.com and ncaa.com (only 8% placed site direct). Dos Equis also ran 30 high impact and six video ads last year. 

Tecate: Spent $2.6 million on measured media in 2014 – mostly allocated to broadcast (63.6%),  radio (11.7%) and OOH (22.7%). Heineken has significantly raised national TV spend for Tecate – 2015 spend was $4.3 million compared to 2014′s $803,000. The most money was spent to air Hispanic media ads on Univision, UniMas and Telemundo. 

Tecate ran 10 display ads on 62 publishers last year (8% mobile). Top ad destinations included: mileno.com, lacuerda.net and sdpnoticias.com (79% placed site direct). Additionally, 10 high impact and four video ads were run in 2015.

Winmo)
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