SALES LEADS: Nature’s Way, Staples, Nissan…
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
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- Nature's Way
Nature’s Way, natural health supplements, superfoods and weight loss products company, has selected Publicis Groupe’s Spark Foundry for U.S. media duties following a review. Spark Foundry will be responsible for media planning and buying, data and analytics, search, programmatic and social media. Nature’s Way spends around US$30 million a year on ads in the U.S. It had previously worked with U.S. International Media. Nature’s Way brands include, Alive!, CalmAid and Ginkgold.
Retail chain Staples has appointed Boston-based agency Mediahub, IPG’s MullenLowe media division, as its newest agency partner following a review. Mediahub will handle the offline portion of Staples’ marketing efforts, including TV, out-of-home and print placements. Its first assignment concerns working on the Framingham, Mass.-based company’s big back-to-school campaign.Other IPG agencies working on the business are digital creative shop MRM//McCann and production unit Craft. iProspect currently handles the digital media portion of the business.Staples spends roughly US$100 million on measured media in the U.S. in each of the past two years and US$21.5 million during the first quarter of 2017, according to Kantar.
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Auto maker Nissan has appointed 72andSunny without a review to handle global creative responsibilities for its luxury brand Infiniti. The account was being handled by Crispin Porter + Bogusky, which retained its status as U.S. creative agency of record for the Infiniti brand. Last February, japan-based Nissan restructured its US$750 million relationship with Omnicom in the U.S, consolidating all related work on the East Coast in Nissan United, the dedicated Omnicom unit that handles its marketing business within the United States.The holding company formed Nissan United in 2013, which combines teams from Zimmerman on creative, TBWA\Chiat\Day and Nissan United’s NURVE team on digital and social, OMD on media buying, Critical Mass on brand website platform, fluent360 on multicultural marketing and Startacomm managing public relations. Nissan spent approximately US$171 million promoting the Infiniti brand in the U.S. last year, according to Kantar. Nissan is currently the fifth largest American auto advertiser. The Nissan United unit employs hundreds of Omnicom staffers across the country.
Toyota Motor Corporation (Toyota) and Mazda Motor Corporation (Mazda) signed an agreement to enter a business and capital alliance, with the aim of further strengthening their lasting partnership. The companies have agreed to establish a joint venture that produces vehicles in the United States, jointly develop technologies for electric vehicles, jointly develop connected-car technology, collaborate on advanced safety technologies and expand complementary products. In addition, Toyota and Mazda agreed to a capital alliance arrangement that preserves independence and equality for both companies. John Abel, Senior Director Global Communications & Brand Integration Mazda Corporation, told Portada “The Garage” is indeed the AOR for Mazda in the US. It’s part of a strategic partnership the brand has with WPP Group to operate integrated model agencies in a number of Mazda's international markets.The Garage was set up in 2010, following a pitch for the North American business (Canada, US and Mexico), building on investment in Europe (22 markets) and now extending to other places like Colombia, Taiwan, South Africa to operate some form of “Team Mazda” agency model. The Garage does more than just marketing / creative. The idea was to have under one roof, all aspects of Mazda's communications business including Strategy, Account, Creative, Production, Digital, PR AND Media planning and buying.In fact ‘The Garage’ is a joint venture company in which 5 WPP firms have a stake – including JWT, Mirum, H&K (PR) AND Mindshare (Media). The media team at the Garage draw on services and scale from both Mindshare and Group M, but in terms of day to day – they run the media business in house, as part of the integrated “one stop shop”. Young & Rubicam/The Bravo Group, integrated into The Garage Team Mazda, handles Mazda US Multicultural account.
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