-
Instant Pot Brands™
Full-service integrated agency Cramer-Krasselt (C-K) announced that Instant Pot Brands – a leading designer, marketer, and distributor of electric pressure cookers, air fryers, and other small kitchen appliances globally – has named it the creative and media agency of record following a competitive review. C-K will manage media strategy and creative execution for the appliance brand’s upcoming kitchen products launch. . Instant Pot joins a client roster that includes Tropicana, Porsche, Alzheimer’s Association, ECHO Outdoor Power Equipment, and Belle Tire. The first work from this partnership will launch in Q2.
-
Sam’s Club
Sam’s Club has selected Publicis Groupe as its integrated agency of record following a three-month agency review, Adweek reports. The new partnership consolidates creative, paid media, social, and production under one roof — responsibilities previously split between Horizon Next (media) and Arnold Worldwide (creative). The move further strengthens Sam’s Club’s ties with Publicis Groupe, which already handles media duties for its parent company, Walmart U.S. Publicis was one of two finalists in the review process, competing against Dentsu, according to sources familiar with the pitch. The review was managed by MediaLink.In its most recent earnings report, Sam’s Club posted a 6.3% year-over-year U.S. sales increase (excluding fuel), reaching $90.2 billion for the fiscal year ending January 31, 2025.
-
LYSOL®
Lysol®, a Reckitt brand, is expanding its Brand New Day Collection with Lysol Lavender & Cotton Blossom, a new refreshing lavender scent. Lysol’s Lavender & Cotton Blossom fragrance is available in a suite of Lysol products to disinfect or clean every room in the home, killing 99.9% of germs* while leaving behind a refreshing scent that you’ll love.As part of the scent launch, Lysol is teaming up with dance lover and Latin icon Roselyn Sanchez to encourage consumers to “Lavanda (meaning “Lavender” in Spanish) and Dance,” AKA: turn your weekend chores into the ultimate dance party. Additionally, Lysol is joining forces with powerhouse professional dancers from the Dancing with the Stars: Live! Tour to enlist beloved dance pros to share their cleaning-inspired dance moves on social media and amplify the Lysol Lavender Sweepstakes, where consumers will have the chance to win the new Lavender & Cotton Blossom scented products†. To enter, consumers can visit https://www.lysol.com/sweepstakes-lavender. The suite of Lavender & Cotton Blossom scented products will be available at major U.S. retailers starting in April 2025.
-
El Pollo Loco
Innocean USA has been selected as the new creative agency of record for El Pollo Loco following a formal agency review, according to MediaPost. The agency will be responsible for reinvigorating the 50-year-old grilled chicken brand through a comprehensive scope of work that includes creative strategy, content development for the brand and social media, merchandising, and design.The account will be led by Alison Kaplan, senior vice president and managing director at Innocean USA, who joined the agency in 2023 from TBWA\Chiat\Day. Kaplan also oversees the Genesis Motors USA business at the agency.Media responsibilities for El Pollo Loco have been handled by Initiative, part of IPG, since 2020, while Organic, under the Omnicom umbrella, was appointed digital agency of record in 2022.According to El Pollo Loco’s 2024 annual report, the brand allocated approximately US$48 million to advertising last year, including franchisee contributions. The fast-casual restaurant chain operates around 485 locations across Arizona, California, Nevada, Texas, Utah, and Louisiana.
-
JCPenney
JCPenney officially unveiled its latest campaign: “Yes—JCPenney!” — a bold, cheeky, and fashion-first rallying cry inspired by customers who’ve always known what the brand is really about. It’s not just about savings—it’s about style, surprise, and a little bit of sass.“This isn’t just a rebrand. It’s a revelation,” the company stated in a press release. Recent surveys showed that 83% of people were shocked to discover the hottest looks for spring came from JCPenney. So instead of keeping the secret, JCPenney is blowing it wide open, starting with anonymously stunning billboards in Times Square and major malls nationwide. No branding. No logos. Just show-stopping looks and a mysterious QR code that led to one big reveal: it’s all JCPenney.Now, the campaign is going even bigger. Beginning April 12, “Yes—JCPenney!” will hit screens during unexpected, high-profile moments like the NBA postseason, shifting the retailer’s reputation from coupon haven to fashion destination. Think jaw-dropping TV spots, show-stealing outfits, and a new tone that says: “We’re not just on trend — we are the trend.” In a first-ever collaboration, JCPenney is teaming up with Jimmy Kimmel Live to deliver “Really Big Deals” live on air. For seven Thursdays starting April 10, America’s favorite late-night sidekick Guillermo, will surprise viewers with fashion, home, and beauty deals that are almost too good to be true. The only catch? They’re all real. And they’re all from JCPenney.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To find out about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].
-
CarMax
CarMax, the nation’s leading used car retailer, has named 72andSunny Los Angeles its new creative agency of record following a competitive review. The partnership signals a fresh chapter for CarMax as it aims to elevate its brand storytelling and strengthen its reputation as the industry’s most customer-focused car buying and selling experience. 72andSunny will help refresh the CarMax brand by bringing its innovative, customer-first services to life through culturally relevant creative and strategic storytelling. As creative AOR, the agency will lead development of CarMax’s full-funnel marketing approach, with an emphasis on delivering breakthrough, audience-first campaigns that showcase the brand’s top-tier omnichannel experience. The account will be led by 72andSunny’s Los Angeles office under the direction of managing director Emily Connelly, with executive creative director Lauren Smith spearheading the creative work. The first campaign under the new partnership is set to debut this summer.
-
Castillo Hermanos
Castillo Hermanos, a multinational diversified business group, announced it has entered into a definitive agreement with Brynwood Partners to acquire Harvest Hill Beverage Company, a leading beverage products player in the United States, with brands such as SunnyD®, Juicy Juice®, and Little HUG®. The acquisition of Harvest Hill by Castillo Hermanos, a family-owned company founded in 1886, significantly expands its U.S. presence and provides a platform to grow its existing U.S. business unit. With over 139 years of operating expertise, Castillo Hermanos has a solid track record in over 35 countries, where it continues to captivate consumers across its brands, including Gallo Beer (known as Famosa Beer in the U.S.) as well as Del Frutal and Raptor Energy Drink. It is also the leading cereal producer in Central America.The transaction will create a compelling player well-positioned to capitalize on the significant U.S. juice and alcoholic beverage opportunities. Harvest Hill’s nationwide beverage platform and diverse portfolio of national, iconic brands, along with its strategically located manufacturing and distribution footprint, and deep relationships with retailers across grocery, mass, clu,b and other channels, will advance Castillo Hermanos’ U.S. route to market. In addition to the complementary strengths presented by this transaction, Castillo Hermanos can execute other key value levers, including expanding and introducing beverage brands from its Maravilla business unit (http://www.esdemaravilla.com/web/) to the U.S., lowering production and distribution costs by manufacturing in the U.S. as opposed to importing, and potentially introducing new brands to the U.S. market. All of Harvest Hill’s 1,000+ employees, including the management and leadership team, are expected to retain their jobs as part of the transaction, joining Castillo Hermanos’s 20,000+ employee base.Citi is serving as financial advisor to Castillo Hermanos a . Terms were not disclosed. The transaction is subject to customary closing conditions and receipt of regulatory approvals.
