Wieden + Kennedy | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(503) 937-7000|
|Main Fax||(503) 937-8000|
Wieden + Kennedy Contacts
|Dave L.||President & Global Chief Operating Officer||OR|
Sample of Associated Brands
|Dan W.||Co-Founder & Chairman||OR|
|Susan H.||Executive Creative Director||OR|
|Lawrence T.||Director, Media - North America||OR|
|Hal C.||Creative Director||OR|
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H2 Male Media Opps: Bud Light debuts new campaign
A-B InBev's here). Since the August 10 debut of the spots, iSpot reports that just under $1 million has been spent to air them during shows such as "NFL Preseason Football (NFL Network)," "The Tonight Show Starring Jimmy Fallon (NBC)" and "The Jim Jefferies Show (Comedy Central)."
Goeler added that another round of ads - "Famous Among Friends" - will debut soon. Therefore, male-focused sellers should keep reaching out with strategies for reaching regular dudes. An advantage may go to those who can get Bud Light in front of the beer pong, inflatable beer pong crowds.
This type of advertising isn't revolutionary; Miller Lite debuted a similarly-positioned campaign earlier this year (more here). But, it will probably behoove BL to scream the message the loudest, so dollars could be on the upswing in the back half of the year. In fact, iSpot reports that Bud Light has sent the most among beer brands this year, with 15% of TV spend in the beer category this year ($121.1 million). See chart for TV SOV for beer brands this year.
Agency readers - while W+K were responsible for the new ads, their relationship with BL is just over two years old. The length of this tenure means that, should this new messaging not resonate the way BL intends, creative work could be up for grabs in the next year. This is especially true since the beer giant has named a slew of new agencies for other brands over the last year, including Busch/Busch Light.
AB also named a new US sports marketing AOR last year (more meaning it is still ripe for change, even if we removed the brand due to our time constraints.
Media Spend: Kantar Media reports that BL spent $240.3 million on measured media i 2016 - up 17% from 2015, when $204 million was spent.
National TV Spend: BL has spent $121.1 million on national TV ads so far this year - down slightly from $125.1 million spent during the same period last year. However, it is a large jump from what was spent during this period in 2015 - $87.2 million. See chart for show targeting this year.
Digital Breakdown: So far this year, Pathmatics reports that BL has spent $3.2 million on digital display ads (320.8 million impressions). Ads have mostly been desktop (69%) and online video ads (20%), placed either site direct (86%) or through Sharethrough (8%) or Complex Media (4%). Top 2017 ad destinations include: youtube.com, twitch.tv, nfl.com, cbssports.com and genius.com.
For the same period last year, BL spent a great deal more on digital display ads - $10.6 million (1.3 billion impressions).
One Busch Place
St. Louis, MO 63118
Vice President, Bud Light Marketing
Vice President, Marketing – North America (Core Brands)
Digital Brand Manager - Bud Light (Digital Marketing for Sports Properties - NFL, NBA, NHL)
(212) 573-8800 (NYC Office)