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Dunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands has held preliminary discussions to be acquired by Inspire Brands. Unilever, Quicken Loans, TikTok, Mazda, T-Mobile, Oreo and Verizon, Ocean Spray, Mellow Mushroom, Dollar General and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • Inspire Brands in Discussions to Buy Dunkin’ Brands

    Inspire Brands Exploring Purchase of Dunkin' BrandsDunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands Group has held preliminary discussions to be acquired by Inspire Brands, a private equity-backed restaurant company, Dunkin’ said in a statement on Sunday. Inspire’s portfolio includes more than 11,000 Arby’s, Buffalo Wild Wings, SONIC Drive-In, Rusty Taco, and Jimmy John’s locations worldwide, according to the company’s website. Inspire Brands was formed in 2018 by private equity firm Roark Capital as a holding company after Arby’s completed the acquisition of Buffalo Wild Wings. Dunkin’ and Baskin Robbins 21,000 outlets are all franchised.  Inspire sees the Dunkin acquisition as a way to fuel its vision of operating a portfolio of large restaurant brands with growth potential. The model is rooted in the view of the portfolio of brands helping to gain economies of scale through food purchasing and talent sharing. “There is no certainty that any agreement will be reached,” said Karen Raskopf, Chief Communications Officer of Dunkin’ Brands. Dunkin’ declined to reveal further details. The deal being discussed would take Dunkin’ Brands private at a price of $106.50 a share, said the New York Times which first reported the development  The New York Time’s Andrew Ross Sorkin points out that Dunkin’ has done well during the pandemic. “The chain was investing in its digital business before the coronavirus outbreak, helping it offer contact-free takeout. Shifting work patterns mean more people are coming in later in the day, boosting premium products like espresso and specialty beverages, which diners may have bought from smaller, independent coffee shops before.”  Publicis Media is Dunkin Donuts media agency and BBDO its creative agency. In mid August Inspire Brands placed its national media business up for review, under Jones Lundin Beals + Partners (JLB+P). In 2014, the restaurant company spent US $424 million advertising its brands, including Arby’s, Sonic, Buffalo Wild Wings and Jimmy John’s, according to Kantar Media. Incumbent agencies have been invited to participate in the process, though it is unclear whether the representing agencies will defend. Inspire currently works with Zenith on Arby’s and Sonic, Mindshare for Buffalo Wild Wings, and Haworth on Jimmy John’s.

  • Mazda, Oreo, T-Mobile and Verizon

Mazda, Oreo, T-Mobile and Verizon were first-time sponsors of the 2020 Billboard Latin Music Awards aired last wednesday. Returning sponsors include Garnier Fructis, State Farm, Toyota and Comcast’s Xfinity brand. Comcast is also Telemundo’s parent company. The sponsors are integrated into the telecast and many will also be involved in digital and social media activities around and during the awards show.

  • TikTok

PMG has been selected by TikTok as lead social strategy agency for TikTok for Business, an ad/marketing solutions platform that the company launched in June. PMG, a Dallas-Ft. Worth based independent agency will oversee cross-channel strategy, creative, content development and production.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Ocean Spray

    Ocean SprayOcean Spray Cranberries, the agricultural cooperative owned by more than 700 farmer families, unveiled its first ever national Hispanic marketing campaign “Sabor Único. Bueno Para Todos™,” highlighting the brand’s commitment to connecting farms to families and introducing the cranberry superfruit to new audiences. The national campaign, planned and executed by Ocean Spray’s media agency, KWG Advertising, includes TV, digital, social, radio, in-store as well as a unique branded entertainment partnership with Univision for a bi-weekly gamified segment on the network’s Despierta América morning show.
    Developed with Lerma, the TV spots and accompanying digital creative are based on the insight that Hispanic audiences were not familiar with cranberries as a fruit. The creative translates to “Unique flavor, Good for everyone,” and features artistic doodles and families enjoying a cookout in the park as they discover and enjoy cranberry-based fruit drinks. “We are proud to release ‘Sabor Único. Bueno Para Todos™’ on a national scale, highlighting the health benefits of the cranberry and encouraging a new audience to discover the delicious taste of our fruit juices,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. “What makes this campaign even more special is the fact we are celebrating our 90th Harvest and looking forward to the future of connecting farms to even more families for another 90 years.” Creative will launch across tv and digital starting this month.

     

  • Mellow Mushroom

    Mellow MushroomMellow Mushroom is taking its higher order of pizza and its in-store psychedelic eating experience and turning it into a new advertising campaign called the Art of Mellow. Launching on October 26, every guest who orders online from Mellow Mushroom and each person who mails in a postcard can enter a sweepstakes to win a piece of signature art commissioned exclusively for the Art of Mellow campaign from 13 contemporary artists (subject to eligibility requirements). Those who opt-in to participate will be notified via text. Each sweepstakes entry receives a digital gift that is perfect for Zoom backgrounds, Instagram and Snapchat filters, wallpapers, and more. Each entrant is also entered into a sweepstakes to win physical art objects, including t-shirts, pullovers, stickers, coasters, limited edition prints, and other wearable and displayable art.The sweepstakes will run until January 3, 2021, and guests are invited to opt-in when placing an order through the restaurant’s upgraded online ordering system or with no purchase via a mail in entry request. The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.“Creativity, design and art have always been part of the Mellow Mushroom dining experience,” says Anne Mejia, Vice President Brand Development. “Not only does this new campaign celebrate global artists, but it brings Mellow Mushroom out of the stores and into customers’ phones to be a part of their everyday lives. With more people dining at home right now, we want to bring the complete Mellow experience to our guests wherever they are.” Fitzco, a full-service, independent creative agency, developed the campaign for Mellow Mushroom. Mellow will drive engagement for the program across social and digital outlets, including Pinterest, YouTube, Facebook and Instagram, as well as through programmatic display and search. Visual arts, food and drink and cultural enthusiasts will be targeted. Video and static concepts will feature original art from the campaign alongside Mellow’s signature pizzas. Starting October 26, ads will run in market until the first week of January 2021.

     

  • Quicken Loans

    Quicken Loans has launched a spot for Spanish-speaking clients called Rocket Puede – Toma el control.

     

  • Unilever

    Unilever, the marketer of brands such as Dove soap and Lipton tea, plans to spend more to improve its digital marketing efforts, CEO Alan Jope said in a quarterly earnings call this week. The company increased its marketing spending in Q3, and plans to do so again during the  current Oct-Dec fourth quarter period.Some of the higher spending will go to traditional brand and marketing investment, while the company also seeks to invest in a “more manpower intensive marketing world, where digital programs take more resources,” Jope said. He highlighted the effectiveness of Unilever’s digital campaigns, saying the company has taken steps to ensure its advertising is seen in brand-safe environments by real people, not bots.

  • Dollar General

Dollar GeneralDollar General announced it is launching Popshelf, a concept store where about 95% of items sold will be $5 or less. Each store will be about 9,000 square feet. Inventory will include Dollar General’s private brands, home decor, electronics, food, health and beauty, and party supplies, according to a statement. Dollar General plans to open about 30 Popshelf stores by the end of fiscal year 2021. The first two locations will open in Tennessee, where the company is based.

 

 

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here. 

  • American Express  

American Express announced that it partnered with Lin-Manuel Miranda – a cultural leader, a creative force, a champion of local communities and an inspiration to all.Beginning on August 30, Lin-Manuel has been featured in our new ad campaign, all about how American Express backs people as they do business and live life. His story is about how his community of Washington Heights, New York has fueled his personal and professional growth – and how American Express has had his back along the way.By enlisting his family and friends to be a part of the campaign, Lin-Manuel enabled American Express to inspire organic moments during the shoot, helping to make it memorable and impactful. The soundtrack of the spot, “Mañana,” was actually written by Lin-Manuel during the multi-day shoot.The brand debuted the English version of the ads timed to its major presence with US Open Tennis in August 27.Now, it’s rolling out a Spanish version of the ad on Telemundo and Spotify.Amex will leverage TV, digital, streaming audio (like Spotify) and social media (Twitter/Facebook/Instagram) that allows the brand  the opportunity to message a very specific, niche target who we feel will be likely to connect with Lin-Manuel and American Express.This includes targeting bilingual English and Spanish speakers.

  • The  Coca-Cola  Company

The  Coca-Cola  Company continues  its longstanding partnership with the PGA TOUR, and names DASANI Sparkling the TOUR’s official Sparkling  Water –the first-ever sports partnership  for the brand. The new partnership will officially launch during this week’s TOUR Championship at East Lake Golf Club in Atlanta. To  commemorate this announcement, DASANI Sparkling has unveiled a playful new ad spot, which will debut with a special broadcast premiere during the TOUR Championship.Filmed at the storied East  Lake–known for its precarious water hazards–the ad features DASANI Sparking adding their signature sparkle and carbonation to thDASANI Sparkling’s new partnership builds upon Coke’s longstanding relationship with the PGA TOUR, the company’s pouring  rights with the Tournament Players Club (TPC) network of clubs, and its overall history in the game of golf. e lake, rescuing millions of lost golf balls while offering a fun solution to countless golfer’s frustrations.

  • Quicken Loans

Quicken Loans has appointed Interpublic Group’s UM as its new media buying and planning agency, following a review that began in January.UM will service both the Quicken Loans and Rocket Mortgage brands effective immediately. It will work with Quicken’s in-house marketing team which does much of the creative work for its Quicken and Rocket brands. The client had previously worked with a number of different media shops.Quicken Loans spent about US$325 million on measured media in the U.S.in 2017, according to Kantar Media.

 

 

 

 

  • VTech

VTech, a global supplier of corded and cordless phones and electronic learning toys, has appointed Empower for media duties including research, digital, social media and content marketing efforts, following a review.The agency will service VTech and subsidiary brands LeapFrog and LeapFrogAcademy out of its Chicago offices.

 

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

 

  • Goya Foods

New York City Football Club (NYCFC) and Goya Foods, one of the largest Hispanic owned food company in the United States, have announced the renewal of the partnership to further promote the importance of living a healthy lifestyle through sports and proper nutrition. To celebrate the renewal of the multi-year partnership, NYCFC and Goya launched a brand new version of the Healthy Hat-Trick curriculum for the new school year and hosted a youth soccer clinic with NYCFC defender Ronald Matarrita on Wednesday, September 19, 2018 at P.S. 49 in the Bronx. The workbook will be used in P.S. 49, and a total of 14 public elementary schools throughout the City, as part of the free in-school and after-school soccer programming made possible by City in the Community, the charity proudly supported by NYCFC.The partnership expansion also includes the second year of #MyGoyaDish, a digital campaign featuring NYCFC players and their favorite Goya dishes in addition to a social media contest where four lucky fans won an opportunity to be part of a cook off event with Goya Chef Fernando Desa. Also, Hispanic Heritage Night presented by Goya Foods at NYCFC’s home game on Saturday, September 8, 2018.

  • Notre Dame Federal Credit Union

Notre Dame Federal Credit Union (Notre Dame FCU) announced that it is the first and only Indiana credit union to be awarded the prestigious national Juntos Avanzamos (Together We Advance) designation for its commitment to serving and empowering Hispanic and immigrant consumers.To earn the Juntos Avanzamos designation, credit unions must complete an extensive application, requiring information about what products and services the credit union offers to specifically address the needs of the Hispanic Market, as well as what strategies they are utilizing to serve this important demographic group. To celebrate the designation, Notre Dame FCU will be launching a new marketing campaign on national Citizenship Day to celebrate Doing More than just speaking the Spanish language. In addition, a formal presentation event will be scheduled later in the year.  Learn more at www.notredamefcu.com/JuntosAvanzamos.

  • Southwest Airlines

Southwest Airlines Co., in partnership with the Hispanic Association of Colleges and Universities (HACU), has awarded 150 students, ranging from incoming freshman through graduate students, with complimentary roundtrip air travel as part of the ¡Lánzate!/Take Off! travel award program.The ¡Lánzate! Program is geared toward Hispanic college students with economic need who attend school far away from home. Students, from state to Ivy League institutions, across the nation completed online entries and submitted essays conveying how receiving a travel award would help them achieve their educational goals.Recipients were awarded between one and four roundtrips for themselves or a family member. Southwest donated 409 roundtrips to encourage students to continue on their paths to higher education.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

Connected TV Advertising Investment is growing at triple digit figures in 2020. Yet, the level of investment is nowhere near the CTV audience number, which is already larger than that of Pay-TV. Media buyers at Starcom USA and GroupM tell Portada that better reporting and more sophisticated measurement options are key to further growth.

David Queamante, SVP, Client Business Partner, UM

“The shifts in media properties were in some ways, driven by the audience’s shifts in consumption. More streaming options were considered, and more eCommerce partners were rotated in, ” David Queamante, SVP, Client Business Partner, UM and responsible for developing and implementing the national media strategy for Quicken Loans, tells Portada.

CTV Advertising Investment is Skyrocketing…

  • Roku, which is turning into something like the “cable box” of streaming TV, last week announced that Roku’s Platform business – which includes advertising and content distribution revenue – saw its strongest quarter in the segment’s history, with revenue leaping 78% YOY to US $319 million. Roku attributed the record numbers to strong growth in advertising as brands embraced connected TV advertising platforms, and the number of first-time advertisers more than doubled in Q3.
  • Demand side platform The Trade Desk reported in its Q3 earnings that programmatic CTV ad investment on its platform grew by 100% YoY, substantially helping overall revenues to increase from US $164 million to US $216 million in the third quarter of this year.
  • Magnite a sell-side ad platform that encompasses Rubicon Project and Telaria, announced last week that CTV ad revenue was up 51% year over year to US $11.1 million.
  • Regarding ad impressions, according to the latest report from omni channel advertising platform Innovid, CTV ad impressions grew 55% year-over-year from 2019 for the third quarter.

… but in 2021 CTV Advertising Investment will still only amount to 15% of Total TV Advertising …

Darcy Bowe
Darcy Bowe, SVP, Media Director at Starcom USA

“We analyze audience trends and are seeing that audiences continue to move to CTV platforms. This trend has been occurring steadily for the past few years, but has increased exponentially with the pandemic as people stay home more and seek out new content,” says Darcy Bowe, SVP, Media Director at Starcom USA in Chicago. “With increased CTV viewership, and the continued decrease of linear viewership, it is important that we evolve our media plans to follow people where they are watching content – and in turn, where they are more likely to see our clients’ ads,” Bowe adds.

CTV household penetration is lies at 80% and  Pay-TV’s at 62%.

In fact, in 2020 the number of CTV households has become substantially larger than the number of PTV households. US. CTV household penetration is currently approximately 80% , while pay-TV (cable and satellite) penetration lies at 62%. Of course, this has led to a surge in CTV advertising investment, because ad dollars chase eyeballs. Still, even taking into account the current high growth rate, EMarketer estimates CTV ad spending will reach US $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending. This makes little sense when you consider that U.S. consumers watch more CTV than PTV.

Despite the high growth rate, CTV ad spending is expected to only represent 15% of total U.S. TV ad spending in 2021.  

… and Media Buyers Ask for Improved Reporting and Measurement

One of the reasons CTV advertising investment is not growing at an even higher rate is that the inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns. Advertisers often do not get the same level of reporting in their CTV campaigns compared with linear TV as CTV reporting often centers around ad-impressions. “When you do a TV buy, you know the pod position you’re in, you know the time your commercial ran, you know the show, you know the content of the show, which episode number it is. We need that same level of detail that we’re accustomed to,” Jessica Brown, director of digital investment at WPP’s GroupM, recently told Beet.TV.

Starcom’s Bowe adds that  “more sophisticated measurement options are key – and that will allow us to measure viewership and frequency across screens more easily. It’s important to understand when a person sees our ads across Linear TV and CTV, let alone across all screens. However, we are already starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.”

We are starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.  

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)
Click here for previous Changing Places editions

bd91e9d1fff3ddbb7a950f8c49d812b2_400x400Erick Mora has been promoted to Sports Director for Telemundo 39 Dallas-Fort Worth / KXTX. In this new role, Mora anchors weekday and weekend sports segments for Noticiero Telemundo 39 airing Monday through Friday at 5 PM and 10 PM, Saturdays at 5 PM and Sundays at 4:30 PM. Mora joined Telemundo 39 in 2013 as a Sports Anchor and Video Journalist.

 

 

 

descarga-1Worldwide agency Pitch has appointed President Rachel Spiegelman as its new CEO, effective January 1, as current CEO Jon Banks transitions to the role of chairman.Ms. Spiegelman joined Pitch in 2008. She will report to Project Chairman-CEO Robert G. Vallee, Jr.Some of Pitch’s clients include Burger King, Pepsi, Quicken Loans, Netflix’s “Orange is the New Black,” Public Storage and the Waldorf Astoria.Prior to Pitch, Ms. Spiegelman held various marketing positions at companies such as 20th Century Fox and MTV Networks.

 

 

 

descarga-2Omnicom Media Group has appointed ABC News sales veteran Catherine Sullivan as president of U.S. investment, a newly created role that oversees the investment teams across OMD, PHD and Hearts & Sciences.Ms. Sullivan joined the media services division of Omnicom Group at the beginning of the month. She will report directly to John Swift, CEO North American investment for Omnicom Media Group.

 

 

cx0y6hkvqaawqrpTelemundo-owned WNJU New York (DMA 1) has named Orietta De Luque as the new co-host of Acceso Total, the station’s entertainment and lifestyle program. De Luque joins Telemundo 47 after working as co-host of Now with Oscar Haza, a weekday morning show on WCMQ-FM Miami.Previously, she was co-host of Mega TV’s nightly news show, Paparazzi Magazine.

 

 

 

 

 

 

aaeaaqaaaaaaaazdaaaajgnhotg1n2mzlwy3mjetnddlms05nzjklwi4odvhntflmzgzoqSussy Ruiz, Regional Manager of Broadcast and Digital News for Univion’s  television group (UTG), has resigned almost a week after the company announced massive layoffs as part of a restructuring,Media Moves has reported.Ruiz was based at Univision’s Newsport headquarters in Miami since she was promoted to her Regional Manager role in 2014.

Hershey, Clorox, Booking.com, Pernod Ricard, Heineken  and Dunkin’ more brands targeting the U.S. consumer right now.

  • Hershey

HersheyCandy giant Hershey is reviewing its U.S. media agency roster. The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. All incumbent agencies including UM are invited to pitch. Hershey’s recorded advertising expenses of US $513 million last year, according to its latest annual report.

  • Clorox
    According to a CNBC article, Clorox is intending to increase its ad budget in the current quarter. The company increased spending on advertising by almost 30% in Q3 and Linda Rendle, who took over as chief executive in September, expects spending to be up again in the current Q4 quarter. The company’s increased advertising spending followed a 14% spend gain in the March quarter and 28% in the June quarter. 
  • Booking.com

Booking.comBooking.com launched an “America is for Everyone” campaign with a full-page ad in The New York Times supported by a US $1 million investment in media placements, including Twitter’s 24-hour promoted Trend and influencer collaborations. The push spotlights properties in communities across America that have a strong international influence, such as Little Ethiopia in Silver Spring, Md., and Germantown in Frankenmuth, Mich.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Pernod Ricard

    Pernod RicardPernod Ricard invited brands to join its #EngageResponsibly initiative, which suggests marketers report their “hate footprint” based on media spend on leading platforms and offset their negative footprint by donating money to groups that fight hate speech. Through this effort, Chief Marketing Officer Pam Forbus says they wish to “bring more awareness to the issue and bring it to brands so they can decide if they want to be marketing responsibly [or] endorse these platforms that might have more hate on them.”
  • Heineken

    HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”.“Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

 

  • Dunkin’ Introduces Colombian Coffee

    Dunkin'

    Dunkin’ announced that it will be introducing its first-ever single-origin coffee blend at locations across Massachusetts. The Canton-based coffee chain’s newest java blend — 100 percent Columbian coffee — offers well-balanced taste in a bright and crisp medium roast, with notes of sweet fruit, brown sugar, and toasted nuts. The original blend, decaf, and dark roast coffee blends will continue to be offered on Dunkin’s menu. “Over the past 70 years, Dunkin’ has built a unique personal connection with coffee drinkers who count on us for that perfect cup, made just the way they want it,” said Jill Nelson, Vice President of Marketing Strategy. “With the launch of our first single-origin hot coffee, 100 percent Colombian, we’ve turned to one of the most famous coffee-growing regions in the world to bring our guests in Massachusetts an even more high-quality variety with a nicely-balanced taste.”
    Dunkin’ and Inspire Brands announced that the later company is purchasing Dunkin’. “Dunkin’ and Baskin-Robbins will be operated as distinct brands within Inspire. “By joining Inspire, these brands will add complementary guest experiences and occasions to our current portfolio,” said Paul Brown, co-founder and CEO of Inspire. It remains to be seen whether Inspire and Dunkin’ will be consolidating media and creative agencies.