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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

Millennial Male Opps: Dos Equis says ‘Adios' to Most Interesting Man, tweaks creative for fall ca...


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

Company: Winmo) portfolio

Opportunity: The most interesting beer commercials in the world are about to get decidedly less interesting. Dos Equis has announced that it is replacing the actor who plays the “Most Interesting Man in the World” in its ad campaigns. The ad will mark Jonathan Goldsmith’s final appearance as the character he has played since 2006. Dos Equis is not abandoning the campaign, just looking to “contemporize” it and new iterations will launch in the fall. DE’s VP of marketing Andrew Katz did not offer any details about the new campaign, but noted that it “will feel familiar, but it will be different.”

In December, Dos Equis announced it would become the official beer sponsor of the College Football Playoffs (more Havas, who created the original campaign, will create the new spots as well. Heineken CMO Nuno Telles also told AdAge that the brand is looking to create more digital content that matches the “media consumption habits” of young-adult drinker. 

Sellers – reach out now to secure TV and digital dollars around the revamped campaign this fall. 

Additional Information

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

Media Spend: Kantar Media reports that Dos Equis spent $21.6 million on measured media through Q3 2015. This is just shy of FY 2014 spend – $22.9 million. Most of 2015′s spend was allocated to broadcast ads (92.4%) and the remainder went to print (2.9%), OOH (2.2%) and display (1.4%).

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

National TV Spend: In 2015, Dos Equis spent $21.3 million on national TV ads (per iSpot). This is an 80.5% increase from 2014 spend ($11.8 million). See charts for 2015 channel/show targeting.

So far in 2016, Dos Equis has spent $3.8 million on national TV ads (up from $2.2 million for the same period 2015). 

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

For comparison, in 2014, 47 display and 67 high impact ads were run on 232 publishers (45% mobile; 55% site direct).

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 

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