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R&CPMK | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations, full service
- Main Telephone
- (310) 854-8100
Primary Address
1840 Century Park East
18th Floor
Los Angeles,
CA
90067
USA
R&CPMK Contacts
Contacts (5/11)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mark O. | Chief Executive Officer | CA | ||||||||||||
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| Dennis D. | Co-President, Entertainment & Business Strategy | CA | ||||||||||||
| Alisa G. | President, Brand Communications | CA | ||||||||||||
| Melissa S. | President, Digital Entertainment - Brand Communications | CA | ||||||||||||
| Lexi K. | Account Director, Talent | CA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
BFY Opps: Heineken plans heavy spend for new product, launches campaign (Score 26)
- Silver launched the week of March 20th with a campaign made by soon to follow.
- The agency will launch OOH, digital, and social content.
- The initiative will also include experiential activations at events such as the Coachella Valley Music and Arts Festival and Formula 1 races.
- The company will likely:
- Invest in similar experiential opportunities
- Keep increasing digital spend
- Seek new agency partners
- Target demographic:
- Gen-Z and millennials
- Silver is low-calorie and low-carb, meaning it appeals to better-for-you (BFY) audiences.
- Heineken's national TV commercials target both English- and Spanish-speaking audiences.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Heineken has allocated roughly $733.4k toward national TV commercials YTD, only about a third of the roughly $2.2m allocated by this point last year.
- Last year: The company allocated around $23.9m toward this channel last year after having allocated 13% more, around $27m, in 2021.
- 2023 ad programming: Heineken's 2023 commercials have targeted English- and Spanish-speaking audiences of shows such as SportsCenter, Fútbol Mexicano Primera División, Women's College Basketball, Formula 1 Racing, and 2023 Miami Open Tennis.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has spent approximately $3.8m on digital ads, more than double the approximately $1.5m spent within the same 2022 timeframe.
- YTD data: Heineken has earned ~413.6m digital impressions YTD via YouTube (44%), Facebook (21%), Instagram (18%), desktop display (14%), Twitter (2%), and desktop video (1%) ads.
- Last year: The company's estimated full-year 2023 spend of $20.8m decreased by 29% from that of $29.3m in 2021.
- Additional channel insights
- The company utilizes local broadcast, OOH, digital, print, radio, Google Ads, and Facebook ads.
- Heineken sponsors podcasts such as Stuff Mom Never Told You, The RealOut with Joy Reid, Busted Open, Greeny, and Football Social Daily.
Additional agency insights:
- Opportunity: Heineken named BBH's parent agency, in November and may still conduct additional agency reviews.
- Current agency roster:
- Dentsu: Media AOR (November 2022)
- Subsidiary BBH: Agency partner (at least for this campaign project)
- : Digital AOR
- : Media planning, creative, and multicultural AOR
- : Creative and PR AOR
- : Creative AOR
- : Creative AOR
- : PR AOR
- Dentsu: Media AOR (November 2022)
Insight Sources: Broadcast insights estimated by .