Campaign Imminent: Hennessy taps creative AOR for NBA partnership (Score 51)

Hennessy has appointed Droga5 as the lead creative agency for its global NBA partnership. The brand announced this shift at the same time it launched new work for the US NBA Tip off on October 19. Droga5's first work for Hennessy will roll out in February 2022. The selection expands the relationship between Droga5 and Hennessy's parent company, Moet Hennessy (MH). The agency is MH's longtime creative partner.

**Note: Even though I just referenced Moet Hennessy as whole, the spend data below refers to the Hennessy brand in particular.**

According to iSpot, the Hennessy brand has allocated roughly $7.2m toward national TV commercials YTD, up 29% from the roughly $5.6m it allocated within the same 2020 timeframe. The brand ended up allocating roughly $6.6m toward this channel last year, down 26% from the roughly $8.9m it allocated in 2019. Hennessy's 2021 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, SportsCenter, Inside the NBA, the 52nd Annual NAACP Image Awards and The Tonight Show Starring Jimmy Fallon.

So far this year, Pathmatics reports the brand has spent approximately $7.2m on digital ads, already more than double the approximately $3.4m it had spent by this point last year. In 2020, Hennessy's estimated full-year spend ($3.4m) was flat compared to that of $3.4m in 2019. The brand has earned around 824m digital impressions YTD via Instagram (52%), Twitter (14%), Facebook (14%), desktop video (8%), desktop display (8%) and mobile display (4%) ads.

Hennessy tends to target male sports fans, and the recent and sharp increase in its digital spend and reliance on paid social signal that it's especially targeting Gen-Z and millennials right now. Of course, partnering with the NBA will get the brand in front of more men who fit the bill. Per Kantar data, Hennessy also invests in radio, OOH and local broadcast. Sellers able to offer relevant ad space should get in touch soon to secure last-minute ad dollars from the upcoming campaign. Hennessy holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - Back to MH as a company; MH certainly may seek similar partnerships for its Hennessy brand down the road. Get in touch soon to offer media, PR, digital analytics and/or social media management services. View MH's full agency roster here; I don't believe the company has any other brand-specific agency partners focused on this partnership.