Target, We Transfer, Pernod Ricard, T-Mobile, White Castle … and more brands targeting the U.S. consumer right now.
T-Mobile is conducting a review of its media assignment, the company has confirmed. The Bellevue, WA-based telecom company acquired Sprint in April for about US$ 26 billion. T-Mobile spent $1.624 billion on measured media in the U.S. last year according to Kantar. The client has retained media and marketing consultant ID Comms to help manage the review process. Incumbents include Publicis Groupe and WPP agencies as well as Horizon Media. All are expected to participate in the review. Peter DeLuca, senior vice president of brand & marketing communications at T-Mobile issued a statement: “We continually review agency relationships to ensure our innovative and disruptive storytelling reaches consumers in the right, relevant ways.”With the acquisition of Sprint, he added, “we’re operating at a much bigger scale – and also taking on bigger and bolder goals. We look forward to ensuring we have the best partners to help us tell the story of this supercharged Un-carrier.”
Hamburger restaurant chain White Castle will harness artificial intelligence to improve the customer experience. That comes in the form of a drive-through system that recognizes license plates, as Nation’s Restaurant News reports. In early October, up to three White Castle locations will test technology introduced by Mastercard that can read license plates of customers who opt into the program via the White Castle app. Knowing who has arrived can help to customize menu offerings and alert restaurant staff that someone is there to pick up an order.
Verizon and the National Hockey League landed exclusive, multi-year deal that designates Verizon as the League’s Official 5G Partner, Official Wireless Services Partner and Official Mobile Edge Computing Partner in the U.S. Verizon also becomes an Official Technology Partner for the League. Additionally, as a Season-Long Fantasy Partner of the NHL, Verizon owned Yahoo Sports will now have the opportunity to offer game highlights and other official NHL-produced content to its fantasy players. Yahoo Sports will also receive an Official Sports Betting Partner designation and associated promotional rights for use in connection with its strategic partnership with BetMGM.
Bud Light Seltzer
Bud Light Seltzer is tapping the LA Galaxy and Javier “Chicharito” Hernández for an agreement that makes the brand the exclusive hard seltzer of the LA Galaxy with Chicharito serving as an official ambassador of the beverage.
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Target’s Hispanic Heritage Month (HHM) campaign includes in-store activations curating and showcasing products made for – and created by – Latinos to ensure guests feel a sense of belonging. These products – and their Latino founders – are being highlighted in much of Target’s creative campaign. Online activation is done via Target.com/MasQue, which will serve as the digital destination for all content. Although this online hub will go live during HHM, its content will be available year-round to continue to engage and build meaningful connections with our Latino guests and team members. Target’s Hispanic Heritage campaign activations also include a celebration of team members who are at the center of its HHM efforts, all of which were planned in conjunction with the company’s Hispanic Business Council. Target is also contributing back to the community through contributions to the Hispanic Scholarship Fund and the Hispanic Heritage Foundation’s 33rd Hispanic Heritage Awards. The company is also spotlighting the positive contributions and inspirational stories of Major League Soccer pro, Osvaldo “Ozzie” Alonso – a Cuban soccer star with the Minnesota United Football Club and Mexican artist and muralist Armando Silva who is currently working to create a soccer pitch mural through Target’s partnership with the U.S Soccer Foundation.
Paradise Herbs, CDPH, SiteOne Landscape Supply
GALLEGOS United, a creative agency epanded its client portfolio with three new brands across nutrition, public health and consumer industries. The full-service agency, part of communications group UNITED COLLECTIVE, has been selected by Paradise Herbs®, the California Department of Public Health (CDPH) and SiteOne Landscape Supply® to lead their strategy, marketing and advertising efforts in both traditional and digital environments.
Computer file transfer service WeTransfer is launching its largest integrated global media campaign. The ads reinforce how the brand helps move big ideas forward thanks to its full suite of digital creative tools, says Julia Shapiro, senior director of marketing at WeTransfer. The effort, themed “Doubt. Create. Repeat,” is from lead agency Preacher. Strategy and execution was handled by independent media agency Noble People. WeTransfer’s product portfolio includes collaborative presentation tool, Paste; popular sketching app, Paper, and inspiration gathering app Collect. 60-second and 30-second spot versions will run online and with streaming partners like Hulu, along with 15-second cuts specific to each part of the featured products. A second 30-second spot will run Hulu as part of a placement where viewers can choose their own ad experience — to watch the final spot, or a version on how it was brought to life using individual WeTransfer tools. Videos and high-impact takeovers will also run across creative communities, and sites like Genius, HighSnobiety, VICE and Soundcloud.
Pernod Ricard USA’s flagship premium vodka brand, Absolut, is launching a nonpartisan, integrated campaign that delivers the message “Vote First, Drink Second.” The effort, “Drink Responsibly. #VoteResponsibly,” includes a new TV spot, the brand’s first broadcast TV commercial in three years, breaking Sept. 29 before the first Presidential debate. The campaign, led by global advertising agency BBH, will also feature out-of-home, digital and social. Pernod Ricard USA is giving all employees paid time off on Nov. 3 to vote. In an effort to ensure all voices from America’s spirits industry are heard at the polls, Chairman and CEO of Pernod Ricard North America, Ann Mukherjee, is calling for industry leaders and peers to do the same for their employees.