Admirable Devil | Agency Profile, Contacts, AOR, Client Relationships
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Admirable Devil Contacts
|Joel J.||Co-Founder & Chief Strategist||DC|
Sample of Related Brands
|Bruce G.||Co-Founder & Co-Executive Creative Director||DC|
|Michael C.||Co-Founder & Co-Executive Creative Director||DC|
Millennial Digital Opps: Sierra Nevada names Admirable Devil as AOR (Score 87)
The company has made several marketing hires lately. The most noteworthy being top marketer Noelle Haley who joined in October 2019 as SN's first vp of marketing. She had a short eight-month tenure as marketing & growth VP at Equator Coffees & Teas, after serving as CMO at Lagunitas Brewing Company. Danielle Hilson will take over as marketing promotions coordinator from marketing manager at Clarity Insights. Cole Kurtz was promoted from events team manager to field marketing manager in August 2019. These DM's could definitely change up marketing strategy and spend. SN also actively started searching this month for an experiential marketing manager and a digital community coordinator.
Adbeat estimates SN spent around $5.1m on digital display ads over the last 365 days. Quite an increase from only $300k spent in this channel from January 2018 to January 2019. Almost all of these ads (98%) were placed site direct onto sites such as someecards.com, dailysnark.com, liveleak.com, azlyrics.com and topix.com. It placed 1% onto youtube.com as video ads and 1% programmatically through Google onto npr.org, bikemag.com, surfer.com, opensnow.com and tetongravity.com.
Sellers-- Reach out soon to secure last minute ad dollars for the year long 2020 campaign; sellers that can get ads in front of millennial eyes will have the most success. TV ads will most likely be local spots, as SN does not air national TV ads, but the new marketing VP may decide to put an emphasis on national TV ads. SN will also need digital and OOH ad space for the 2020 campaign.
Agency readers-- SN has traditionally only used in-house creative and media teams, so this hire may signal an interest in adding more agencies in the future; especially with so many changes to its marketing team. Agencies that can help separate SN from other craft brewers as well as the low calorie seltzer drinks like Wite that millennials love will have a better chance.