Dogfish Head Names Crossmedia Agency of Record


NEW YORK, NY – Crossmedia announced today that it has been named media agency of record (AOR) for Dogfish Head Brewery, the rapidly growing brewery based in Milton, Delaware, that was featured in the documentary Beer Wars and in the Discovery Channel series Brew Masters. Crossmedia is the brand’s first media agency in its 22-year history.

Dogfish Head is known for creating “off-centered ales for off-centered people” and tend toward unique and non-traditional formulations using non-standard ingredients. The company was founded by Sam Calagione in 1995 and produces over 250,000 barrels of beer annually. Dogfish Head is the annual lead sponsor of Beer Advocate’s Extreme Beer Fest in Boston, Massachusetts as well as the official beer sponsor of the Xponential Music Festival in Philadelphia, PA.

“Dogfish Head is the solid gold standard for craft beer,” said Chris Ebmeyer, Crossmedia Managing Director. “Both Crossmedia and Dogfish aim to do the best work and produce the best beer in the world while defying convention. Dogfish is all about producing beers that take a different path, which makes it a perfect fit for Crossmedia. Their new packaging, new beers and their new markets are exciting as hell for us to work on. We’re looking forward to making 2017 the best year ever for Dogfish.”

A futuristic, integrated, creative media agency which focuses on solving problems, Crossmedia won the Dogfish Head media planning and buying account following a capabilities review. The agency combines in-depth strategic capabilities with state-of-the-art analytics services and transparent buying practices, catering to brands that are looking for an alternative and independent media partner.

“Crossmedia is an agency that shares our independent spirit, and has the off-centered qualities we look for in a partner. Being the alternative is great, but they have the skills and tools to back it up and provide exceptional strategy that can help amplify the Dogfish Head message,” said Neal Stewart, Vice President of Marketing. “We look forward to embarking on our first media agency relationship with them.”

The Dogfish Head account will be managed out of Crossmedia’s Philadelphia office and will consist of a mix of digital, traditional and sponsorships, including promotion of the upcoming “Off-Centered Ale Trail,” in which Dogfish invites fans to take an off-centered adventure in their local markets in conjunction with a partnership with Atlas Obscura. The event will be launching Summer 2017.

About Crossmedia

Crossmedia is an independent, international full service communications planning and media services agency with offices in New York, Philadelphia, Los Angeles, Düsseldorf, Hamburg and Berlin. It has earned two Advertising Age Best Small Agency awards and was named by Adweek as a pioneering “New Model Agency.” As the only fully transparent alternative to traditional holding company media agencies, Crossmedia is pushing the boundaries of modern media services by delivering a non-siloed, holistic, highly collaborative approach driven by creativity and integrated, real-time media analytics. Crossmedia clients include U.S. Bank, GNC, Supercell, The Hartford Insurance Group, Terra’s Kitchen, New Era Caps, Dogfish Head Brewery, BLINK Fitness, Nando’s, People Magazine, B&G Foods, Whole Foods Market and White Castle.

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