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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) 661-7605
Main Fax
Primary Address
405 Lexington Avenue
40th Floor
New York, NY 10167
USA

Heineken USA, Inc. Contacts

Contacts (5/57)
Name Title State
Nuno T. Chief Marketing Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 661-7605
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

In Review: Heineken seeks second media agency, follows first campaign from new creative shop


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

Company: Winmo profile), namesake brand of Heineken, the third largest brewer in the world.  

Update (5/23): After launching its first global campaign from Publicis (more info below),  Heine, formerly No. 385 in the reportedly searching for a second agency to handle global media planning and buying. AAR Partners, London is handling the search, which is being led by Gregory Kukolj, global head of media and digital. The search still appears to be in the early stages, so agencies with the capability to handle this large account should see if there’s still time to get on the long list. SMG works with Heine in 30 markets, including its top 15 spending markets. 

Publicis’s SMG, media AOR since 2012, supposedly isn’t affected by the search, which is more about “pushing for greater media efficiencies,” Kukolj told Adweek. Still, despite what marketers tell the trades, searches like this are typically never a good sign for the incumbent. However, creative already moving to Publicis does increase the likelihood that the bulk of the account will remain at SMG. We shall see…

Sellers – continue to focus your pitch on video, a huge priority for the brewer right now. An edge should go to those with strong native video engagement rates. 

Below originally published 2/29

Opportunity: Launched the first global campaign from new AOR here). “There's More Behind the Star,” replacing the “Legends” campaign, will benefit from the largest media investment Heineken has ever made stateside. Six TV ads (first one is above) will run through 2017, along with five digital films, according to a statement. Last year, Heineken spent about $104 million on measured media in the US, according to Kantar Media. 

So, sellers should continue to go after male millennial and Gen X female focused traditional and digital outlays. Heineken has been struggling for sometime in the US (research MediaVest, NY handles media planning and buying for Heineken USA, according to The List.

Additional insight

Media Spend: Since 2014, more than 90% of Heineken's ad budget has supported broadcast, including Spanish language network TV buys, according to Kantar Media.

TV Breakdown: During the last year, $60.6 million has gone to national TV ads (see targeting right), down from $6.35 million over the same period a year ago, iSpot.tv reports.

Digital Breakdown: During the last 12-months banners, high impact and video have run on about 273 publishers (19% mobile), 68% of which was placed site direct versus programmatic. Desktop and mobile is running mostly on news publishers, while video has primarily targeted entertainment and news sites, according to Moat.

Top targeted sites include adultswim.com, rollingstone.com, fitnessmagazine.com, familycircle.com, bhg.com, marthastewart.com, npr.com, uefa.com (sponsorship), ticketmaster.com and livenation.com.

Winmo profile)
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