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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

TV, Sponsorship Opps: Dos Equis to sponsor College Football Playoffs amid growing ad presence


Subject: digital, TV, sponsorship, social media, event, experiential marketing

Company: Winmo) portfolio

Opportunity: Become the official beer sponsor of the College Football Playoffs on ESPN. As part of the partnership, Dos Equis will be able to leverage a year-round marketing platform, which includes rights to CFP marks, the opportunity to execute fan engagements on-site at CFP games and logo usage rights on-pack for Dos Equis brands. The beer brand will also have a “significant presence” across ESPN’s platforms throughout the regular season and will tout a number of “Drink Responsibly” communications for fans 21+.

According to an ESPN poll, the CFP is the second most popular sport in the US. Given Dos Equis’ increased marketing spend in the past two years, such a prominent sponsorship is really no surprise (read more below). Therefore, sellers should keep the brand on their radar, as 2016 is likely to see even more spend from the growing brand.

Additional Information

Media Spend: According to Kantar Media, Dos Equis spent $24.5 million on measured media in 2014 (this total has increased about $1 million every year since 2012). Note, as well, that for H1 2015, spend is already at$14.2 million (compared to $12.5 million in H1 2014). 

TV Breakdown: iSpot reports that Dos Equis has spent $20.4 million on national TV ads since January – airing nine spots more than 11,000 times. See charts for channel/show targeting. Sellers should keep in mind that 2015 TV is nearly double that of the same period 2014 ($10.8 million). 

Digital Breakdown: Moat reports that Dos Equis has run 56 display ads on 804 publishers so far this year (16% mobile). Top ad destinations include quizlet.com, maxim.com, topix.xom, ncaa.com and listia.com. The company has also run 30 high impact ads and six video ads. For the same period 2014, 38 creatives were run on 239 publishers (44% mobile). Additionally, 45 high impacts ads were run (but no video ads).

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

Nuno Teles
Chief Marketing Officer
nuno.teles@heineken.com.br 

Andrew Katz 
Vice President, Marketing – Dos Equis
(212) 338-4880
akatz@heinekenusa.com

Ryan Thompson 
Director, Experiential Marketing – Dos Equis & Amstel Light
(212) 338-4880
rthompson@heinekenusa.com