Arena Media | Agency Profile, Contacts, AOR, Client Relationships
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Arena Media Contacts
|Tim S.||Senior Vice President & Group Client Leader||NY|
Sample of Related Brands
|Amy L.||Vice President & Account Director||NY|
|Steve F.||Director, Connections Planning||NY|
|Gonzalo F.||Associate Media Director||NY|
|Ryan P.||Supervisor, Analytics||NY|
|**** *******||Media Buying, Media Planning||2015||present||*******|
|******* ***||Media Buying, Media Planning||2015||present||*|
|********* ***** *******||Media Buying, Media Planning||2015||present||*|
|**** **********||Media Planning||unknown||present||******|
|****** ***||Media Buying, Media Planning||2015||present||*|
Male eCommerce Alcohol Opps: 1800 Tequila debuts first work from new creative AOR (Score 41)
Translation, having ended its relationship with incumbent creative AOR CPB earlier this year. The first spot of "Best Taste in Tequila," "El Procesco," promotes the journey of one drop of 1800 Tequila to become Mexico's spirit with the "best taste." According to the brand, this is the first time 1800 Tequila has told its two-decades-old product story to US audiences.
In response to the global pandemic, Proximo made a $1m donation to charities Children of Restaurant Employees and World Central Kitchen #ChefsforAmerica.
Per iSpot, since the new campaign debuted in late May 2020, the brand has allocated around $3.7m toward airing it via national TV commercials targeting Gen-Z, millennials and Gen-X with a male skew (see targeting right); by this point last year, 1800 Tequila had not used this channel at all. Its full 2019 spend, which wasn't placed until Q4, dropped significantly to around $4.5m from around $13.2m in 2018. Despite this drop, the brand has now returned to more heavily utilizing this channel.
YTD, Pathmatics reports the brand spent $353.2k on 45m impressions via digital ads consisting of desktop display ($15k), mobile display ($18k), desktop video ($173k), Facebook ($20k) and Twitter ($127k). This has nearly doubled the estimated $183.1k spent by this point last year; this was split between desktop display ($38k), mobile display ($24k), desktop video ($48k) and Facebook ($73k). 1800 Tequila's full 2019 spend nearly halved to around $1m from around $1.9m in 2018, but, again, the brand has returned to more heavily investing in this channel.
As briefly mentioned, the brand's target demographic ranges from Gen-Z to Gen-X and has a male skew. 1800 Tequila's products are also available online for delivery, which appeals to consumers stuck at home due to the coronavirus.
Agency & martech readers - 1800 Tequila switched to Translation at the same time sibling brand Arena Media handles media buying and planning; since 1800 Tequila, Translation and Arena are all headquartered in NY, readers in the Northeast will have the upper hand.