World Wrestling Entertainment, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Stamford, CT, World Wrestling Entertainment Inc. is an integrated media and entertainment company with a portfolio of specialized businesses that create and deliver original content to its customer base. The company markets and distributes original content under the WWE brand and is a leader in sports entertainment.
|Main Telephone||(203) 352-8600|
|Main Fax||(203) 353-2808|
World Wrestling Entertainment, Inc. ContactsContacts (5/36)
|Michelle W.||Chief Revenue & Marketing Officer||CT|
Sample of Associated Brands
|Greg D.||President, Global Sales & Marketing||CT|
|Vince M.||Chairman & Chief Executive Officer||CT|
|Stephanie M.||Chief Brand Officer||CT|
|George B.||Chief Strategy & Financial Officer||CT|
|World Wrestling Entertainment, Inc.||*******|
|WWE 24/7 SVOD||*|
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Score 15: Future Possibility – WWE names new digital chief, looks to increase digital offerings
Subject: broadcast, digital, radio, social media, online, mobile
Company: World Wrestling Entertainment (WWE), the integrated media and entertainment company with a portfolio of specialized businesses that create and deliver original content to its customer base. The WWE is headquartered in Stamford, CT. The company estimates that it has nearly 415 million fans on its various social media accounts.
Experience: Lou Schwartz has been named as WWE’s chief digital officer. He reports to Vince McMahon, founder, chairman and CEO of WWE. In his new role, Schwartz focuses on expanding the digital and social media presence of the WWE across all platforms. He also manages the product development and operations for WWE Network, the first over-the-top (OTT) 24/7 streaming network with scheduled and live programming and video-on-demand library, as well as its YouTube presence, WWE.com and WWE app.
Schwartz most recently served as CEO of UUX, where he led the merger of Latin American OTT service Totalmovie with OTT Networks, a Brazilian content management software company. He has also served as the CEO of the Americas and general counsel for Piksel, provider of online video and software services.
Future Marketing Plans: In the Q2 earnings call, McMahon noted that the company is looking to “gradually ramp up” consumer awareness and adopt new technology. He referenced the five part strategy the company had laid out in the Q1 call that included making the network available in new geographies, creating new content, expanding distribution platforms, developing new features and executing high-impact customer acquisitions and marketing programs.
WWE’s corporate and other expenses increased $8.4 million to $42 million in Q2. These expenses included increased marketing spend to support key contact and brand initiatives. Chief Strategy and Financial Officer George Barrios said that the company plans to get “really creative” on the marketing side and will continue to have great attractions on pay-per-view and deliver new content. He wouldn’t divulge any numbers, but he said thr company was in the midst of understanding current brand awareness and figuring out where the opportunities were to increase that awareness.
Sustained Digital Struggles: McMahon reported that total revenue for the company increased by $4 million, with network revenue rising 13% and television revenue by 4%. However, digital media revenue was down $2.2 million, which was attributed to the lower monetization of pay-per-view events on wwe.com. While digital media revenues were down, key metrics such as unique visitors to the website and mobile apps increased from Q2 2013. Note also that home entertainment revenues dropped $1.7 million, which reflected a 40% decline in unit shipments.
In October, sign on its first advertisers, but its struggles to attract subscribers continues. In April, management said it was “well on its way” to hitting 1 million subscribers by the end of the year, but it’s added only 33,000 new subs since then. Overall, the network has 700,000 subscribers, but it needs 1 million to break even and 1.4 million to replace its pay-per-view business.
Target Customers: While it is commonly assumed that WWE’s viewership is comprised of lower-class, young people, you might be surprised to learn that, in 2012, around 30% of the audience was over the age of 50 (according to the Wrestling Observer Newsletter, via WrestleNewz.com). In June, the company reported that 67% of its fanbase is men and 44% of its fans are under the age of 34.
Media Spend: Kantar Media reports WWE’s 2013 measured media spend at $2.24 million – a 22.9% increase over 2012. Over half of this, $1.2 million, was allocated to radio ads, while the next largest spend channel was broadcast, at $605,600.
Agency Relationships: According to The List, WWE handles creative, public relations and media buying and planning in-house, while SapientNitro handles digital and web redesign.
World Wrestling Entertainment, Inc.
1241 E. Main St.
Stamford, CT 06902
Chief Digital Officer
Chief Revenue & Marketing Officer
Senior Director, Marketing
Senior Vice President, Marketing & Communications