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Kimberly-Clark
Kimberly-Clark, which spends around US $1 billion worldwide, is reviewing all its global creative and accounts except US media, which stays with recently-appointed Publicis. Brands include Kleenex, Huggies, Scott, Poise, Cottonelle and Andrex. Publicis, WPP, Omnicom Group and Interpublic Group of Cos. are believed to be participating in the pitch, and each has existing creative or media assignments with the company globally. “Kimberly-Clark is conducting a global RFP for media and creative duties (excluding our US media business),” a Kimberly-Clark spokesman said in a statement. “This is part of the implementation of our Powering Care strategy. We are doing this to better serve our brands and our evolving organizational structure.” -
Primark
The international retailer offering quality fashion at value prices announced it will open its new store at La Plaza in McAllen, Texas, on Thursday, December 12. This is Primark’s first store opening in Texas and will offer many first-time shoppers and brand fans alike more than 37,000 square feet of retail space. This store will bring Primark to 29 US stores across 12 states and is also near Mexico, serving shoppers beyond the States.
In addition to announcing the opening date of its La Plaza location, the retailer also announced additional lease signings in the state of Texas with the intent to open new stores at:
- North East Mall, Hurst, Texas
- Willowbrook Mall, Houston, Texas
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Mercedes-Benz
Mercedes-Benz USA announced the launch of its 2024 “Holidays with Love” campaign, inviting customers to embrace every moment of their journeys with loved ones. Building on the success of last year’s global campaign, this year’s global creative underscores the special connections that unfold during holiday travels, featuring heartwarming stories and stunning visuals that showcase Mercedes-Benz vehicles as more than a mode of transportation. In conjunction with the creative campaign, MBUSA will host a series of giveback events to bring holiday cheer to children in its communities and share important lessons about passenger and pedestrian safety along with nonprofit partner Safe Kids Worldwide. “Our ultimate goal at Mercedes-Benz is to safely bring people together. At our core, we offer our customers the means to travel, explore and make memories with one another through mobility, in the safest and most technologically advanced way possible. For our customers, connections are truly made in the ‘getting there.’ This holiday season, we look forward to celebrating those big and small moments of togetherness, and spreading joy to our neighbors, friends and family in the communities where we live and work,”
says Melody Lee, Chief Marketing Officer at Mercedes-Benz USA. Created by team x, the ad campaign spotlights the brand’s signature luxury and cutting-edge technology, showcasing how Mercedes-Benz vehicles transform every trip into powerful moments of togetherness—whether it’s singing along to holiday tunes, catching up on life or simply enjoying the quiet of the drive. Vehicles featured in the campaign include (all from model year 2025) the GLC and GLE Plug-In Hybrid SUVs, renowned for their versatility and comfort, as well as the E-Class Sedan, GLA SUV, GLS SUV and EQE SUV—shown helping families and friends create cherished connections during their holiday journeys. Technology highlights include the new Gen20x technology in the E-Class Sedan, which gives passengers the capability to video conference with loved ones near and far, as well as hybrid charging capabilities in the GLE Plug-In Hybrid and the passenger side Hyperscreen in the EQE SUV.
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, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
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Macy’s
Macy’s unveiled its Holiday 2024 campaign, “Macy’s Gift Guide” starring acclaimed actress Alison Brie (see photo on the right). Macy’s Holiday campaign will roll out on multimedia platforms, including TV, digital, and social channels beginning last Monday and will highlight different gifting moments, amazing deals for Black Friday and last-minute gifting throughout December.
This holiday season, Macy’s transforms the traditional annual gift guide into a dynamic and engaging character responsible for curating all things holiday, from gifting to festive dressing to hosting. The Macy’s Gift Guide,along with her mentee portrayed by Matt Bush, will inspire customers to discover the perfect gift from Macy’s assortment of great brands, exclusive products, and unmatched value. “Macy’s Holiday campaign introduces Alison Brie as the Macy’s Gift Guide, offering customers a new, fun and personalized approach to discover the gifts and experiences only Macy’s can offer. From finding the perfect gift for family and friends, to self-gifting moments, the Gift Guide will curate all things holiday,” said Sharon Otterman, chief marketing officer at Macy’s. “The campaign celebrates the joy of giving and creating lasting memories this holiday season. We’re thrilled to bring this campaign to life with Alison, who embodies the spirit and joy of Macy’s and the holiday season.” “I am delighted to work with Macy’s and be a part of the Holiday campaign for such an iconic retailer. The holiday season holds a special place in my heart, filled with warmth, joy, and cherished moments with family and friends. Being able to capture that spirit and share it with everyone through this campaign has been an incredible experience,” said Alison Brie. The Macy’s Gift Guide will appear in a series of spots, filmed by award-winning director Stacy Wall, inside an immersive and stylized “gift world,” featuring Macy’s design elements and a wide range of great gifts. Each selection in the Gift Guide moments is designed to spark emotional connections, helping customers select thoughtful gifts for their loved ones, and to focus on the feelings that these gifts evoke—whether it’s the warmth of cherished memories, the joy of shared experiences or the excitement of finding thoughtful gifts for everyone on the holiday list.
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Amerant
Amerant Bank celebrated the grand opening of its newest branch in the heart of Downtown Miami, marking another significant step in its expansion across South Florida. Located strategically across the bridge from Brickell, this prime spot positions Amerant to better serve Miami’s bustling financial district and strengthen its commitment to the local community.
In addition to the Downtown branch, Amerant CEO Jerry Plush announced Amerant’s plans to continue expanding its footprint, with new branches coming soon to Miami Beach, Palm Beach, and Tampa. This strategic expansion is in line with Amerant’s goal of serving more Floridians and solidifying its position as a leading financial institution within the state.
Miami-Dade Commissioner Eileen Higgins welcomed Amerant Bank to Downtown Miami (see photo on the left), celebrating the bank’s role in supporting the vibrant, walkable community and local economic growth
Amerant Bank is an American bank based in Coral Gables, Florida that is chartered in Florida, with 23 combined branches in Florida and Texas and 55,000 automated teller machines in the states either operating directly or through a network of ATMs.
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Culligan International
After competitive reviews, Culligan International announced it has selected Highdive and Zeno Group as its agency partners. Culligan International is a water systems treatment company for homes & businesses. Highdive is commissioned to create Culligan’s first-ever global brand platform and lead creative for select commercial and residential product lines. Zeno will lead earned media, creator marketing, content creation, and executive visibility to meaningfully reinforce the brand’s leadership and portfolio of solutions. The agencies will work in concert to launch Culligan’s first global awareness campaign early next year.
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Wilton
Wilton, a leader in baking and decorating, debuted its first advertising campaign, marking a significant milestone in the brand’s ongoing evolution. The campaign, entitled “The Wonderful World of Wilton,” is a vibrant celebration of the joy and creativity of baking and decorating. It dares bakers of all skill levels to explore their creative potential with Wilton’s extensive range of products. This campaign underscores Wilton’s commitment to promoting the benefits of home baking and decorating and marks an exciting new chapter in its legacy of education and inspiration. “Wilton prides itself on being more than a brand; we celebrate and foster a passionate community that thrives on creativity and the shared joy of baking and decorating,” said Shanta McGahey, Wilton’s Director of Masterbrand and Community. “This campaign is designed to remind consumers of the joyful side of baking while daring them to embrace their creativity and bake and decorate more often. We believe inspiring joy for making, creating, and sharing leads to sweeter moments.” “The Wonderful World of Wilton” campaign will be showcased across multiple platforms, including streaming TV, social media, retail media, and in-store promotions, ensuring a wide reach and engagement with both new audiences and existing fans. See the campaign on YouTube and Wilton’s social channels at @WiltonCakes The integrated digital campaign is dovetailed with a bold and vibrant new look for the 95-year-old brand. As a reflection of their ongoing commitment to innovation, quality and community, Wilton also debuted an updated logo that represents a modern take on tradition and pays homage to its rich history. A new hand-piped logo featuring Wilton’s establishment in 1929 and a vibrant palette of colors will be on display on store shelves this year as the entire line of bakeware and treat decorating products receives new packaging.
