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160over90 | Agency Profile, Contacts, AOR, Client Relationships
Service: digital design, interactive design
- Main Telephone
- (310) 399-4242
Primary Address
3420 Ocean Park Boulevard
Suite 2000
Santa Monica,
CA
90405
USA
160over90 Contacts
Contacts (5/6)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| James L. | Creative Director | CA | ||||||||||||
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| Jan B. | Account Director | CA | ||||||||||||
| Jeff M. | Associate Director, Strategy & Partnerships | CA | ||||||||||||
| Bates G. | Senior Director | CA | ||||||||||||
| Noah R. | Vice President, Account Management | CA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Male Opps: Bud Light launches first campaign from new creative AOR (Score 78)
- Rather than BL's typical humor-oriented strategy, this ad focuses more on confidence and aspiration, per US CMO Benoit Garbe.
- The campaign, "Handful," precedes a Super Bowl ad that Anomaly will also create.
- This work will feature a yet-to-be-announced celebrity partner.
- The brand will likely:
- Continue adjusting its strategy under its relatively new creative AOR
- Pursue additional celebrity sponsorships
- Keep increasing digital spend
- Seek additional new agency partners
- Target demographic:
- Male sports enthusiasts, especially Gen-Z and millennials
Recent leadership shifts:
- This campaign launched not long after the BL brand named Alissa Gordon Heinerscheid as its VP last summer.
- Previously the draftline and digital VP at BL's parent company, , Gordon Heinerscheid brought digital, agency, and general marketing leadership expertise.
- Thus, her appointment will likely lead to additional strategy shifts from BL.
- Gordon Heinerscheid is now the first female to lead the industry's largest beer brand.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, BL spent approximately $45.1m on national TV commercials, down slightly (2%) from the approximately $46m spent in 2021.
- 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as NFL Football, College Football, The OT, NFL GameDay Final, and NFL Today Postgame.
- Compare BL's national TV commercial spend with that of sub-brands here.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: The brand allocated roughly $20.5m toward digital ads last year, 7% more than the roughly $19.1m allocated in 2021.
- 2022 data: Last year, BL ended up earning around 2.5b digital impressions via Facebook (34%), desktop video (23%), Twitter (18%), Instagram (16%), desktop display (6%), and mobile display (2%) ads.
- The brand placed 97% of last year's desktop video ads site direct onto youtube.com and the remaining 3% site direct onto Twitch.
- Additional channel insights
- The BL brand utilizes print (magazines), experiential, radio (though barely), Google Ads, OOH, and local broadcast.
- It holds planning conversations in Q1 and buying conversations in Q4.
- BL sponsors podcasts such as Post Show Recap: TV & Movie Podcasts from Josh Wigler and Friends, Michigan Insider, The Horn 104.9 FM & 1360 AM, and Angelo Cataldi and The Morning Team.
- Its current sponsorship partners include teams such as the here.
Additional agency insights:
- Opportunity: If you haven't yet done so, get in touch to offer PR, media, experiential, and/or multicultural support.
- We have not yet heard of any additional roster shifts following Anomaly's appointment, so they are still probable.
- Current agency roster:
- Anomaly: Creative AOR (BL brand - August 2022)
- August 2022)
- : Digital agency partner
- : Agency partner
- View AB InBev's full roster here.
Insight Sources: Broadcast insights estimated by Relo Metrics.