SALES LEADS: Ancestry.com, Liberty Mutual, Miller Lite…
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Family history and consumer genomics tool Ancestry.com has appointed Droga5 New York as its lead creative agency after a review. Omnicom’s OMD, which was appointed Ancestry’s media agency in April, will not be affected.According to Kantar Media, the company spent approximately US$109 million on measured media in the U.S. last year, up from around US$85.5 million in 2015, and a little over US$32 million in the first quarter of 2017.
- Liberty Mutual
Insurance company Liberty Mutual is carrying out its first creative agency RFP in more than three years to expand its marketing efforts in the United States. Havas New York, which has been incumbent on the account since 2013, will compete for this additional work. Hill Holliday was both media and creative agency of record for Liberty Mutual from 2005 to 2012. Following a review, the company split its business between the IPG network on B2B and Olympics-related work, Havas New York on B2C creative and Publicis Groupe’s Optimedia (now known as Blue 449) on media planning and buying.According to Kantar Media, Liberty Mutual spent just over US$400 million on measured media in the U.S. in 2016.
NEW PORTADA RESEARCH REPORT: "Content Marketing Initiatives targeting Hispanic and Multicultural Audiences". The report is filled with intelligence for brand marketing executives targeting multicultural consumers - the majority of consumers in many major U.S. markets - as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey's, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to "Research Plus Membership" for only US$ 999 and access this report and 9 more!
- Miller Lite
Light Beer Miller Lite is celebrating Dads with Miller Lite & Taco Sampling Experience.This summer, Miller Lite honors dads with its annual Miller Lite Father’s Day Taquiza, a special event that brings family together over great tasting beer and tacos. After serving more than 3,000 dads over the past four years, Miller Lite continues the celebration in San Antonio and, for the first time ever, is bringing the experience to Chicago. The event will take place on Sunday, June 18, these events will feature complimentary, local tacos paired with the great taste of Miller Lite. Miller Lite’s Father’s Day Taquiza events are open to anyone 21 and over, with a valid photo ID.
- Renew Life
IPG’s FCB Chicago has been appointed AOR for Clorox’s dietary health brand Renew Life. Renew Life was acquired by Clorox for US$295 million last year as part of its strategy to accelerate growth.
- Dentsu Aegis Network
Dentsu Aegis Network has rebranded Dentsu Media as dentsu X, an integrated agency network combining communication, media planning, content creation, technology, data and behavioural insight.The new agency was conceptualised around the idea that personalised and relevant experiences are key for brands to attract customers.dentsu X will roll out in key markets in Europe, Middle East and Africa within this year, with subsequent expansion into the US.Takaki Hibino, will continue as the global brand president of dentsu X.
NEW FEATURES TO PORTADA'S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
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Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.