Hunter Public Relations | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations firm
- Main Telephone
- (212) 679-6600
Hunter Public Relations Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Donetta A. | Chief Influencer & Social Media Officer | NY | ||||||||||||
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| Samara M. | Chief Marketing Officer | NY | ||||||||||||
| Grace L. | Chief Executive Officer & Partner | NY | ||||||||||||
| Jonathan L. | Partner | NY | ||||||||||||
| Anthony G. | Senior Strategist, Social | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Buchanan's launches new flavored spirit, campaign
Key Lead Takeaways: Get in touch soon to secure some of Buchanan's increasing spend.
Target Demographics: A wide target demographic ranging from Hispanic Gen-Z through Gen-X with a male skew
Key Spend Notes:
- Spend shift summary: Buchanan's started utilizing national TV commercials in 2022 for the first time since 2019. Digital spend almost doubled last year. Spend will likely continue increasing to support the new campaign, especially where influencer and experiential efforts are concerned. Buchanan's also utilizes sports marketing to reach Hispanic soccer/fútbol fans.
- Top spending period: Q2 & Q4
- Planning period: Q3
- Buying period: Q2
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Buchanan's under Food & Beverage: Wine, Spirits & E-Cigs*
- 2022 FY Spend: $1.2m
- 2021 FY Spend: $0
- 2020 FY Spend: $0
- 2019 FY Spend: $977.4k
Ad Flight Breakdown (by spend): Buchanan's launched six spots last year; it spent the most on "100% Argentino. 100% American."
Top Daypart (by impressions): Weekend afternoon (18.4m), Day Time (14m), Early Fringe (7.8m), Primetime (4.3m), and Weekend Day (4.2m)
Top Networks (by spend): Fox Deportes, Telemundo, and Universo
Top Shows (by spend): NFL Football, Copa Mundial de la FIFA 2022, MLB Baseball, Total Sports 360, and El chiringuito de jugones.
Top Industry/Vertical Spenders (by spend): Crown Royal (12.7%), Jim Beam (6.7%), Smirnoff (6.2%), Jameson Irish Whiskey (5.5%), and Jack Daniel's (5.2%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Buchanan's under Whiskey, Scotch & Bourbon*
- 2022 FY Spend: $4m
- 2021 FY Spend: $2.4m
- 2020 FY Spend: $1.2m
- 2019 FY Spend: $651k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $426.4k
- Q2 2022 Spend: $1.5m
- Q3 2022 Spend: $768.1k
- Q4 2022 Spend: $1.3m
2022 Impressions: 518.5m
Top Ad Types: Facebook (53%) and Instagram (46%)
Top Purchase Channels: Direct (9%)
Top Publishers: Facebook (53%) and Instagram (46%)
Top Industry/Vertical Spenders: Diageo (38%), Pernod Ricard, Beam Suntory, Inc., Brown-Forman Corporation, and Proximo Spirits
Top Creative by Spend; see below: (note that not all creatives debuted in 2022)
Other Media Spend Analysis & Breakdown (note that some of this data refers not to Buchanan's but to its parent company, :
Vivvix: Google Ads
Top Sponsored Podcast (Diageo): TED Radio Hour, PTI, and Boomer & Gio
Sponsorships/Partnerships: Soccer World Cup
Influencers & Brand Ambassadors: J Balvin
Recent & Upcoming Product Launches: Buchanan's Pineapple (recent)
Current Agency Roster:
- The following agencies were involved in launching this product:
- : Creative
- : Social media and PR
- : Paid media
- : Talent and influencer marketing
- NVE Experience Agency: Experiential marketing
- View Diageo's full roster here.
Insight Sources: Broadcast insights estimated by Podchaser.