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|Main Telephone||(608) 256-6357|
|Main Fax||(608) 256-0693|
|Dave F.||Partner & President||WI|
Sample of Associated Brands
|Sean M.||Partner, Vice President & Creative Director||WI|
|Barry E.||Partner & Touchpoints Director||WI|
|Jeane K.||Partner & Director, Brand Strategy||WI|
|Ann D.||Partner & Director, Insight & Strategic Research||WI|
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Score 46 - Future Possibility: Fast casual chain Culver's CMO resigns
Subject: radio, outdoor, TV, digital, video, social media, sponsorship
Company: Culver's Franchising System, headquartered in Prairie du Sac, Wis. Culver's operates over 500 burger and frozen custard fast-casual locations, mostly throughout the Midwest (see map below for location numbers per state).
Opportunity: Culver's CMO, David Stidham, has resigned "for an opportunity in private enterprise," according to the company. Stidham served as CMO since 2009, placing his tenure just over average (4.5 years). We aren't 100% sure who is replacing Stidham but will keep you updated as we learn more.
Sellers, most of Culver's spend is allocated to spot TV, radio and out-of-home (OOH) ads, concentrated largely in the Midwest (see map below for locations).
According to here). As such, the chain has been increasing spend for the last three years and 2017 should be no different. Be sure, then, that you are securing new business deals and revenue here.
Experience: Prior to joining Culver's Stidham was CMO and partner for Fresh Ideas Marketing Group and also served as national director of marketing for Smoothie King. As an aside, it looks like Stidham's foray into "private enterprise" means opening
Media Spend: According to Kantar Media, Culver's spent $22.5 million on measured media last year. Sellers should note that Q1 2016 spend was $4.3 million - up from $3.9 million for Q1 2015.
The aajority of this spend is allocated to spot TV (around 80% on average). The remainder was mostly radio and OOH, with some digital ads.
Digital Breakdown: Per Pathmatics, Culver's has spent $8,700 on 30 desktop ads so far this year (816,500 impressions). These ads have run in three flights: (1) early May; (2) June 20 - July 25; and (3) Aug. 15 to the present.
The majority of these ads - 91% - were placed site direct on publishers such as cbslocal.com, wlsam.com and wxrt.cbslocal.com. The remainder were placed through Dstillery (6%) and The Trade Desk (2%).
Culver's has also spent $7,400 on four video ads this year (736,000 impressions). The four video ads ran in one flight from late June though late July on publishers such as aol.com, sports.yahoo.com, wikia.com, finance,yahoo.com and dailycaller.com (94% placed through DSP Tube Mogul).
For the same period 2015, Culver's spent around $100,000 on desktop and video ads, which garnered 15.3 million impressions combined. ;
Culver's Franchising System
1240 Water St.
Prairie du Sac, WI 53578
Senior Marketing Manager