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Unilever, Metro by T-Mobile, Bacardi, Gap…

Unilever, Metro by T-Mobile, Bacardi, Gap and other brands targeting the U.S. consumer right now.



  • Unilever

UnileverUnilever has initiated a review of its global media planning and buying account. The FMCG giant last reviewed its media account in 2021. “Yes, we are undertaking media agency reviews in many markets. This is part of our standard process to review to ensure best-in-class media agency partnerships periodically,” said a Unilever spokesperson to Campaign. The review follows the appointment of the company’s new marketing chief, Esi Eggleston Bracey in October. In 2021, Unilever conducted its last significant media agency review, which was the first such assessment in six years. After a six-month process, the single biggest piece of business went to incumbent WPP, with Omnicom Media Group, Interpublic and Havas Media also winning multiple-market assignments. Mindshare, which also has a mandate in India, will be re-pitching for the account. GroupM-owned Mindshare had retained the account in the last review, beating out stiff competition from other major holding companies’ media agencies. The review happens every three years. Alongside the US and UK, the agency is responsible for Unilever’s media for the Netherlands and Belgium, the Nordics, Italy, Eastern Europe, South Asia (India, Pakistan, Bangladesh, Sri Lanka) and Southeast Asia (Indonesia, Philippines, Thailand, Vietnam). The agency also handles media planning and buying in China following a review in 2020. Three other holding groups – Omnicom, Havas and IPG – are incumbents on the account. Unilever’s total brand investment, which includes media,  increased to US $7.8 billion dollars in 2022, according to Statista.

  • Metro by T-Mobile

Metro by T-Mobile Logo (white and magenta on purple, RGB, JPEG)

Metro by T-Mobile, a major company in prepaid wireless, announced on Instagram and TikTok that the brand will air its first Super Bowl commercial in the Spanish-language broadcast on Univision Feb. 11th. The :60 spot – developed in partnership with creative agency of record OKRP – will run in the second quarter during the seventh commercial break. “Metro by T-Mobile is America’s most popular prepaid brand with a longstanding history of investing more in the Hispanic community than our competitors. Univision’s Super Bowl broadcast in Spanish is a historic first … and a natural choice to make Metro’s Super Bowl debut,” said Clint Patterson, prepaid chief marketing officer at T-Mobile. “We’re on a mission to serve the underserved by cutting the B.S. in prepaid, and we can’t wait to share who is joining us on that mission at the Super Bowl. Stay tuned!” Metro is the top prepaid wireless provider for Spanish-speaking customers in the US, with over 6,200 store locations across the US and Puerto Rico, including historically underserved neighborhoods. Coming in at #1 in Spanish-language media spending, according to Metro by T-Mobile, the brand has a track record of turning out campaigns that speak directly to the Hispanic consumer with culturally relevant stories developed by Spanish-speaking creators.

  • Bacardi (Santa Teresa Rum)

Edwin Hincapie, Brand Director of Santa Teresa Rum at Bacardi,  tells Portada in an interview about his Santa Teresa rum marketing, that the Great Rum, Greater Purpose Campaign launched late last year is focusing on the U.S. states where Santa Teresa Rum sales are the largest: Florida, Texas, California, Georgia, and New York. The main components are digital, in partnership with Martini Media, and experiential, which includes a partnership with the Miami Marlins MLB team. In the future, Santa Teresa Rum may expand its marketing to other states and use sports to appeal to the psychographics and lifestyle profiles of its target consumers.


Portada LiveAt this exclusive event on April 11, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing,  e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

  • Gap

The Gap, Inc., the retail giant whose brands include Old Navy, Gap, Banana Republic and Athleta, has launched a review of its U.S. media account, Campaign US has learned. A Gap, Inc. spokesperson confirmed the media review in an emailed statement, adding that this “is one example of how [the company] is maintaining operational and financial rigor while enhancing capabilities that drive revenue and relevance in our pursuit of brand reinvigoration.” Omnicom’s PHD is the incumbent on Gap’s global media account, which it has held since 2010. The review comes as The Gap Inc. looks to shift its approach to marketing and media spending. The company’s CEO Richard Dickson said in its Q3 2023 earnings call that it is looking to “up [its] game” in media and marketing, focusing on more excellent value for media spend “to derive greater efficiency and effectiveness.” The review also comes as Gap recently paused its retail media ad unit, GPS Media, in March 2023 after one year of operating. COMvergence estimates Gap’s 2023 U.S. media spend at $190 million.

  • Ikea

IKEA U.S. announced that four Plan & order points with pickup locations will open across the country in 2024. The Annual Summary shares strides the company made in affordability, sustainable practices, automation, and equity and inclusion, and these strategic expansions showcase how IKEA remains committed to making the brand more accessible, convenient, and affordable for the many. “As we look back at the past year, I’m proud of the progress we’ve made in reducing our environmental impact and keeping affordability and accessibility at the forefront for all our customers,” said Javier Quiñones, CEO & Chief Sustainability Officer at IKEA U.S. “Looking ahead, we are excited about our plans for new locations and services bringing the joy of IKEA to more hearts and homes. Creating a home you love is about to get even simpler for everyone!” In 2024, IKEA U.S. is excited to welcome customers at new Plan & order points with pickup in Austin, Texas, the Atlanta Metropolitan area, two locations in the greater Los Angeles market, and more to come. The Austin Plan & Order point with pickup will be the second IKEA location in the Austin area and is slated to open in the summer of 2024 in the Domain Shopping Center at 3306 Esperanza Crossing. With the addition of the IKEA pickup point, customers will be able to collect their purchases when and where it’s convenient for them. These new format stores across the U.S. will increase accessibility for customers without compromising on quality or design, and customers can receive support from IKEA experts to plan and order home furnishing solutions such as kitchens, bedrooms, and bathrooms. More details will be shared about each location throughout 2024. In addition to new locations announced today, IKEA U.S. will open Plan & order points with pickup in Annapolis and Gaithersburg, Maryland, Katy, Texas, and more. View the full IKEA U.S. FY23 Annual Summary here.

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