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Draftline | Agency Profile, Contacts, AOR, Client Relationships


Service: integrated

Main Telephone
(212) 573-8800
Primary Address
125 West 24th Street
New York, NY 10011
USA

Draftline Contacts

Contacts (5/20)
Name Title State
Michael S. Director, Production NY
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (212) 573-8800
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 125 West 24th Street

New York, NY
10011
USA
Keslie W. Director, Creative NY
Kristen P. Director, Creative NY
Marshall K. Director, Commercial Project Management Office NY
Claire E. Director, Brand Innovation & Incubation NY

Client Relationships

Current Past

Brand Service From To Media Spend
********-***** *********, ***. Creative, Media Buying, Programmatic, Digital *
******** ***** Creative, Digital, Social, Experiential, Programmatic *

See Winmo sales intelligence in action

WinmoEdge

Michelob Ultra sponsors Women's Sports Network (Score 69)


Sales lead: Reach out if you can offer sponsorship assistance. 

  • Michelob Ultra recently entered a one-year deal to become the official beer of Women's Sports Network (WSN). 
  • The deal includes product placement during WSN's daily show "Game On." 
  • Michelob will also air ads on the network. 
  • The beer brand is WSN's first brand partner. 
  • This is part of Michelob's pledge to include women's sports more in its marketing efforts. 

Michelob's target demographic: Millennials

The brand will likely:

  • Seek additional sponsorship opportunities in women's sports
  • Continue buying ad space during women's sporting events
  • Partner with an agency that specializes in sponsorship

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Michelob spent around $46.3m on national TV ads YTD, a 6% decrease from $49.2m spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend increased by 10% from $87.1m in 2021 to $95.7m in 2022. 
  • Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, College Basketball, SportsCenter, and Super Bowl LVII Pregame. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Michelob spent approximately $8.7m on digital display ads YTD, a 93% increase from the $4.5m spent in this channel during the same time period of 2022. 
  • YTD data: 1.2b impressions via Twitter (32%), YouTube (27%), Facebook (27%), Instagram (11%), desktop display (2%), and mobile display (1%). 
  • 2021-2022 spend: Full-year spend equaled $26.8m in 2021 and $26m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as twitter.com, youtube.com, facebook.com, instagram.com, and popsugar.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as nexusmods.com, yahoo.com, letterboxd.com, fandom.com, and sbnatino.com. 

Additional channel insights  

  • Vivvix: Michelob also utilizes OOH, print, radio, and local broadcast. 
    • It holds media planning discussions during Q4, and it buys during Q3. 
  • Top podcasts sponsored: Stuff to Blow Your Mind, BrainStuff, The Ringer NBA Show, and MMA Fighting. 

Agency analysis:

Insight Sources: Broadcast insights estimated by Podchaser.