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Male Millennial Opps: Yuengling (Score 62) & Molson Coors partner, increase digital display ad spend
In what's been coined the "biggest beer deal of the year," Molson Coors (MC). The venture is expected to begin in H2 2021.
Per AdAge, when Yuengling enters a new state, it tends to get up to 3% market share. In June, the company promoted Colin Callahan, its sales strategy and development director of almost six years, to sales and marketing VP, its top marketing role.
View Adbeat's and iSpot's approximations of both brands' recent digital display and national TV spend here. Note that while MC hasn't invested much in digital display ad spend since mid-June, it started utilizing this channel less than a year ago; Yuengling's digital display ad spend is also on the rise.
MC this article.
Similarly, Yuengling tends to target millennial men; advertising for the upcoming joint venture will likely rely heavily on digital channels and localized advertising around new (for Yuengling) markets west of LA (Louisiana, not Los Angeles). It also invests in relationships with influencers such as celebrity chef Kelsey Barnard Clark.
Agency & martech readers - MC may need PR assistance due to negative publicity related to an employee shooting and killing coworkers before committing suicide.
As far as Yuengling, Callahan's aforementioned promotion makes reviews highly possible; while promoted marketing leaders don't always conduct reviews as often as outside hires may, the fact that Callahan did not previously handle marketing duties make him likelier to review the company's roster. Yuengling works with creative and social AOR Havas.