Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Amazon, Apple Up Ad Spend on X …
SeekingAlpha reports, citing a Wall Street Journal article, that Amazon is ramping up ad spending on social media platform X, the former Twitter owned by Elon Musk. A person familiar with the situation told WSJ that Apple has also discussed testing ads on X in recent weeks. The iPhone maker stopped ads on X in late 2023. According to the WSJ report, ad buyers said some brands that are returning to X are spending at levels well below the pre-Musk era. The move marks a shift in attitude after many advertisers pulled out of the platform since Musk’s takeover in October 2022 for US $44 billion. Advertisers were concerned about the EV and space tech billionaire’s efforts to loosen content-moderation restrictions and the sweeping management changes implemented on his arrival as CEO.. In 2022, X (formerly Twitter) generated US $4.73 billion U.S. dollars in advertising revenue. The platform’s revenue fell sharply after large advertisers left in subsequent years. Statista expects the advertising revenue figure to drop to US $2 billion by 2027. Musk has sought to develop other revenue streams, including subscriptions, but advertising remains crucial.
… amid Increasingly Scarce Inventory of Viable, Non-Toxic Social Media Platforms.
It has to be taken into account that in addition to X’s loosening of content moderation restrictions, the likely TikTok ban in approximately 60 days, Facebook’s decision to no longer feature fact-checking is also a wild card regarding advertiser reactions. “Remember that X, formerly Twitter, saw a 50% decrease in advertising revenue (according to WARC estimates) after Elon Musk bought the platform and similarly dismantled its content safety protocols. Suppose concerned advertisers pull a similar share of dollars away from Facebook while TikTok remains banned. In that case, we might see the cost of reaching those younger audiences skyrocket as social marketing dollars chase audiences on fewer and fewer viable, nontoxic platforms,” media veteran and analyst Stephen Brooks recently told Portada.
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MLS
(PRNewsfoto/Major League Soccer) Major League Soccer (MLS) unveiled the new “Game On” brand campaign as part of its 30th season celebration. This year’s campaign reflects the relentless energy and momentum of MLS which is the force behind its world-class on-field play and unique community, showcasing the emotional experience that fans feel both on and off the field. The brand spot will feature singer, songwriter, and trailblazing rap artist Doechii. Nominated for three Grammy Awards, including Best New Artist and Best Rap Album, Doechii is set to perform at the Grammys on February 2. The 2025 brand campaign has been produced by Cornerstone, MLS’ creative agency of record. Known for her unique sound and boundary-pushing creativity, Doechii’s involvement in soccer goes beyond fandom growing up as a youth soccer player. Her authentic connection to soccer resonates, showcasing how music, culture, and sports intertwine to create a dynamic cultural force. The “Game On” campaign reflects what the MLS brand stands for showcasing MLS’ energy -representing the driving force that powers every game, every goal, and every fan experience, Driven by data and research, the new brand strategy showcases how this energy unites traditions, creates a dynamic supporter movement, and fuels an immersive environment where the sport goes beyond the field. From homegrown talent to international stars, and providing a community unlike anything else, “Game On” embodies the spirit of MLS. “At MLS, the fan’s emotion is at the heart of everything. The excitement is palpable, the momentum unstoppable, and the quality undeniable – this is MLS’ energy. It is a celebration of soccer, culture, and community that propels the league into the future,” said Radhika Duggal, Senior VP & Chief Marketing Officer, MLS. “The new ‘Game On’ campaign reflects our brand: our energy, entertainment, momentum, and welcoming spirit. Working with Doechii on this campaign is a perfect match, making this collaboration a true celebration of our shared energy.”
The brand spot will premiere in markets around the country on the day of the big game on Sunday, February 9. Additionally, the spots will run throughout the year on MLS Season Pass on Apple TV – and linear partner networks FOX, TSN, and RDS, the league’s digital and social channels and other distribution points. “Game On” is the latest chapter of MLS’ “Our Soccer” campaign platform. Past campaigns have featured stars of sports and entertainment who love the league including Atlanta-based rapper and Atlanta United fan 2 Chainz; singer and LA Galaxy fan Miguel; multi-platinum Latin music superstar Prince Royce; multi-talented singer, composer and producer Gotopo; and Grammy-nominated DJ and producer TOKiMONSTA. Check out: Messi Marketing: 5 Reasons Why MLS Will Surpass La Liga -
Subway
Sandwich chain Subway has called a review for its creative and media assignment in the U.S. The current incumbent, Dentsu, won the consolidated account in 2017. Check out Subway’s Day-Part-OOH Initiative.
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Visa
According to people familiar with Visa, Visa has parted ways with Wieden+Kennedy, its agency of record, and added Stagwell’s Anomaly, out of Los Angeles, to its roster.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn 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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Alaska Air Group
Alaska Air Group, which owns Alaska Airlines and in September acquired Hawaiian Holdings, has consolidated some of its agency roster. Mekanism, which has handled Alaska Airlines’ creative and strategy work will also lead creative for Hawaiian Airlines. Meanwhile, IPG Mediabrands, which previously managed media for Hawaiian Airlines through Mediahub, will now also oversee media for Alaska Airlines through agency UM. Mekanism will help position a new loyalty program the airlines will launch later this year, Adage reports.
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Popeyes-Tequila Don Julio
Popeyes®, the Official Wing of Watching Football, and Tequila Don Julio, the Official Tequila of the Big Game, are serving up a one-of-a-kind culinary mashup leading up to this year’s Big Game in New Orleans, home of Popeyes, with the release of the exclusive Popeyes x Tequila Don Julio Championship Lineup menu. Available for a limited time only, while supplies last, in six select restaurants for customers 21+, the menu combines the rich heritage of Popeyes’ Louisiana-style cooking with the bold flavors of Tequila Don Julio Reposado – a tribute to craftsmanship and iconic celebrations.
The headliner is the new Popeyes x Tequila Don Julio Reposado Flavored Concha Chicken Sandwich, a chicken breast fillet marinated in reposado tequila then fried in Popeyes crunchy buttermilk breading, topped with a tequila lime slaw, spicy spread, a barrel cured pickle, and sandwiched between a sweet and buttery concha roll – a beloved Mexican pastry. The sandwich is a true fusion of flavors between the savory crunch of Popeyes chicken balanced by the sweetness of the concha roll and the subtle kick of reposado tequila’s signature agave notes. Additional items featured on the menu include Popeyes x Tequila Don Julio Reposado Flavored Louisiana Garlic 3-Piece Wings with a specialty sauce and a Spicy Strawberry Hibiscus Flavored Lemonade Mocktail.
For one-day-only on January 31st, select Popeyes restaurants in New York City, Miami, New Orleans, and the hometowns of the teams headed to Football’s Big Game, Philadelphia, and Kansas City, will get a preview of the Popeyes x Tequila Don Julio Championship Lineup menu. Customers 21+ will get to try the collaboration, rooted in the vibrant cultures of Louisiana and Mexico, before it heads back to New Orleans for the Big Game weekend. Check out the list of participating restaurants below. And, in the city of the Football’s Big Game and Popeyes hometown – New Orleans – this exclusive menu will be available at the newly redesigned Flagship restaurant on Canal Street for an extended period from January 31st through Game Day on February 9th, while supplies last.
Check out recent news on Popeyes:
Popeyes, Disney, Pilot and More Brand News
Popeyes Advertising: How the QSR Tackles Media Fragmentation to SaveCheck out recent news on Diageo’s Tequila Don Julio:
Tequila Don Julio, GoPuff, Marco’s Pizza, Firehouse Subs….
Diageo’s Tequila Don Julio Welcomes New Global Marketing Vision
Mexican Culture: How Tequila Don Julio Celebrates Mexico -
Amika
Amika, the fearless Brooklyn-born haircare brand, has appointed January Digital as its Media Agency of Record. January Digital took over the media business in January to create and execute a full-funnel marketing strategy across social, video, search, and CTV while connecting DTC, retail, wholesale, and Amazon. Our mission has always been to create joy through haircare, and this partnership with January Digital allows us to scale that mission in exciting new ways,” said Chelsea Riggs, CEO of amika. “By consolidating our full-funnel media strategy under one innovative and expert roof, we’re positioned to reach new heights of growth while continuing to empower self-expression and inclusivity for all hair types.” January Digital’s focus will be on consolidating Amika’s media efforts from three previous agencies to deliver smarter, more specific strategies that drive both brand consideration and revenue growth. The agency has three core challenges: supporting bold new product launches, adding efficiency and effectiveness to marketing initiatives, and creating a unified and actionable analytics and measurement foundation. January Digital started this relationship with an integrated media campaign to support amika’s latest product innovation, Superfruit Star Lightweight Hair Styling Oil, a multi-tasking styling and treatment oil clinically proven to strengthen, protect, and smooth. The future of January Digital’s partnership with amika is focused on growth across multiple areas. Holistically, amika and January Digital will be growing the overall brand, supporting multiple new product launches, and driving channel-level best practices in the months ahead. With a shared vision and unified efforts, this partnership is set to amplify amika’s impact and deliver exceptional results across every channel.
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XX-XY Athletics
XX-XY Athletics, an athletic brand to stand up for women’s sports, is launching a new ad campaign called “Real Girls Rock,” in honor of National Girls & Women in Sports Day. This campaign leverages the heightened focus on advertising to deliver an unfiltered look at the female athletes at the center of one of the most important cultural conversations in sports today: protecting women’s sports. At a time when women’s sports are reaching new heights, the release of “Real Girls Rock” shifts the spotlight to female athletes—their grit, relentlessness, and what drives them forward. The film depicts the reality of athletic training: the hard, boring, and punishing work including early mornings, repeated failures, injuries and the resilience to rise and try again. It’s a raw, honest look at the journey, fueled by passion, perseverance, and the pursuit of one’s limits. Female athletes, and their coaches, who advocate for the fairness and integrity of their sports often face brutal harassment and threats on top of their already demanding training. The brand’s founder, Jennifer Sey, a former US National Gymnastics champion (1986), 7x National Team member, and whistleblower on abuse in sport, said: “Those who choose to stand up and do the right thing demonstrate enormous strength of character. Because most people would rather stand with the crowd than speak the truth and do the right thing. The athletes featured in the film prove that sports serve as a training ground for developing young people into outstanding, courageous individuals. We wanted to honor them with this film when no other brand has the guts to do it.”This film is the follow-up to the brand’s viral ads, Stand Up and Dear Nike.
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Captain D’s
Following a competitive review, fast-casual restaurant chain Captain D’s named Doner, part of Stagwell, as its creative agency of record. The partnership will begin immediately, with the first work expected to roll out in Q1. Headquartered in Nashville, Tennessee, Captain D’s owns, operates, and franchises 526 restaurants in 22 states.