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Epsilon | Agency Profile, Contacts, AOR, Client Relationships
Service: direct marketing
- Main Telephone
- (781) 685-6000
Primary Address
601 Edgewater Drive
Wakefield,
MA
01880
USA
Epsilon Contacts
Contacts (5/19)
Name | Title | State | ||||||||||||
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Wayne T. | President | MA | ||||||||||||
Sample of Related Brands
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James F. | Senior Director, Client Development | MA | ||||||||||||
Joe M. | Senior Director, Program Delivery | MA | ||||||||||||
Annie H. | Senior Director, Search & Social | MA | ||||||||||||
Lisa S. | Senior Director, Marketing Services | MA |
WinmoEdge
Digital Opps: AB InBev debuts metaverse initiative for Stella Artois (Score 69)
- The Sims activation includes a custom mod pack complete with a chalice, a branded bottle and beer top, and naked characters that show up in Stella's TV spot.
- The brand will likely:
- Continue experimenting with metaverse activations
- Return to heavier ad spend
- I particularly expect the Stella brand to start ramping up digital spend soon since it named Reginald Lousine as a brand-specific digital marketing director at the end of 2022.
- Conduct agency reviews under a relatively new CMO (more below)
- Target demographic:
- Drinking-age (21+) Gen-Z and millennials
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: Stella spent approximately $440.7k on national TV commercials last year, a huge decrease from the approximately $7.4m spent in 2021.
- 2022 ad programming: Its 2022 commercials targeted the male-skewed, English- and Spanish-speaking audiences of shows such as NFL Football, Diners, Drive-Ins and Dives, PGA Tour Golf, the NASCAR Cup Series, and La Rosa de Guadalupe.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, the brand allocated roughly $6m toward digital ads, merely half of the roughly $12.1m allocated in 2021.
- 2022 data: Stella earned around 762.5m digital impressions last year via Facebook (45%), Instagram (25%), Twitter (17%), and desktop video/YouTube (14%) ads.
- Additional channel insights
- The brand utilizes radio, OOH, print (magazines), local broadcast, and Google Ads.
- Stella holds planning conversations in Q1 and buying conversations in Q4.
Additional agency insights:
- Opportunity: We haven't heard of any roster shifts from Stella's parent company, promoted CMO Marcel Marcondes.
- Current agency roster (Stella):
- : Media AOR
- : Creative AOR
- : AOR
- View AB InBev's full roster here.
Insight Sources: Broadcast insights estimated by .