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Heineken®
WPP announced that it has been selected by HEINEKEN as its global shopper marketing and commerce partner for the iconic Heineken® brand portfolio, including Heineken®, Heineken® 0.0, and Heineken® Silver. The remit encompasses global development of below-the-line (BTL) marketing activities, with a focus on creating meaningfully differentiated brand experiences across key touchpoints. A dedicated WPP team, led by VML Amsterdam, will leverage WPP Open, the company’s AI-powered operating system for marketing transformation, to deliver creative end-to-end brand experience and commerce solutions. This includes working with the global Heineken team on enhancing creative in-store and in-bar brand presence, retail activations, and ecommerce strategies to drive sales and optimize the consumer journey. Additionally, the team will focus on developing integrated shopper experiences around key sponsorships, including Formula 1, the UEFA Champions League, and live music events, driving brand affinity and creating memorable shopper moments for fans. The WPP team will operate from WPP’s Amsterdam Campus and will collaborate closely with the global Heineken® team to drive activations in HEINEKEN’s key markets across the globe. This builds upon WPP’s strong existing relationship with HEINEKEN. Ogilvy supports brands across the HEINEKEN company portfolio globally and in markets like Brazil, Spain, and Mexico, while Design Bridge and Partners deliver award-winning branding and design work for HEINEKEN brands, including on the company’s recent 150th anniversary campaign.
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Spectrum
Charter Communications, based in Stamford, CT, has awarded its estimated US$800 million media planning and buying account to Horizon Media, while VCCP secured creative responsibilities, as confirmed in the company’s press release. The decision followed a six-month formal review managed by ID Comms. Previous agencies on the account included Dentsu, PMG, Cooper Smith, and Billups, while GroupM was a finalist, according to a source familiar with the matter. Operating under the Spectrum brand, Charter provides consumer services such as Spectrum TV, Spectrum Internet, Spectrum Voice, and Spectrum Mobile. As the largest cable operator in the U.S., Charter reported US$ $55.1 billion in revenue last year and serves approximately 31.5 million customers across 41 states, according to the company’s official data.
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LinkedIn
LinkedIn, the professional social media network, has awarded its global media business to Publicis Media following a closed review of its media account, Adweek reports. Previously, Dentsu managed the platform’s media strategy in key markets, including the U.S. As the selected agency, Publicis Media will oversee LinkedIn’s global media planning and buying. This decision comes just a week after LinkedIn appointed R/GA as its global strategic creative agency for LinkedIn Ads. In 2024, LinkedIn’s measured media spending in the U.S. reached US$133 million, up from US$121 million in 2023, according to MediaRadar. The company’s total global media expenditure for 2024 amounted to US$220 million, per COMvergence.
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Hyatt
Global media agency Assembly has been named Hyatt’s paid global media agency of record (AOR). Assembly will support World of Hyatt, Hyatt’s award-winning guest loyalty program, which offers more awards and more ways to experience wellbeing in more destinations and unites Hyatt’s five distinct brand portfolios, including Luxury, Lifestyle, Inclusive, Classics, and Essentials. Effective April 1, Assembly will oversee brand performance media strategy, planning, and buying. The relationship follows a competitive review and marks a significant milestone for both organizations.The appointment reflects Hyatt’s strategic move to unite its full funnel global media planning and buying efforts with one agency, streamlining operations and media impact across markets and portfolio. As the paid global media AOR, Assembly will focus on growing awareness, increasing engagement, and driving bookings for Hyatt’s extensive brand portfolio, expanded luxury and boutique hotels through Mr & Mrs Smith and Under Canvas, and the variety of ways to earn and redeem points for hotel stays, dining and spa services, wellbeing-focused experiences through the FIND platform; as well as the benefits of Hyatt’s strategic loyalty collaboration with American Airlines AAdvantage®. For Assembly, key metrics for success will include performance on Hyatt’s brand health tracker, engagement rates, and return on ad spend (ROAS). Assembly’s track record of driving growth through agility and innovation, lived by its proposition to find the change that fuels growth, made it the ideal agency for Hyatt.The first campaign is expected to launch later this summer.
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Hershey
Hershey has agreed to acquire LesserEvil, the organic snack brand, for about US$750 million, with the total potentially increasing if the brand hits certain performance milestones, according to The Wall Street Journal (citing anonymous sources). The acquisition supports Hershey‘s ongoing push into the salty snacks category and aligns with a broader trend of large food companies acquiring smaller, agile brands to connect with new consumers.Recent examples include PepsiCo’s US$1.2 billion purchase of tortilla chip brand Siete and Hershey‘s earlier acquisition of candy brand Sour Strips.LesserEvil is known for its organic popcorn made with coconut oil in flavors like Himalayan Pink Salt, White Cheddar, and Homer’s Blend. The brand’s portfolio also includes Paleo Puffs, Power Curls, and LesserEvil Kids snacks made with fruits and vegetables. In 2023, LesserEvil brought in US$103 million in gross sales, according to CNBC. Hershey confirmed that LesserEvil’s leadership team will remain with the company following the deal.
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Domino’s Pizza
Domino’s Pizza, one of the largest pizza companies in the world, has extended its contract with the U.S. agency of record WorkInProgress (WIP) through 2027, following four successful years together. The independent agency, based in Boulder, Colorado, will lead strategic and creative duties spanning all brand touchpoints, which now include social AOR duties. With the relationship beginning in 2021, together, Domino’s and WorkInProgress have navigated a post-pandemic world, leveraging renowned value to drive orders via successful action-based campaigns that turn value into “talk value.”Over the past four years, Domino’s has outpaced many QSR brands during a time of economic uncertainty. It maintains its standing as the No. 1 pizza company in the world while also becoming the No. 1 carryout pizza brand in the United States. Domino’s has also set new benchmarks for the brand, like garnering over 5 billion earned media impressions for a single campaign—Emergency Pizza—the most in the company’s history. Founded in 1960, Domino’s Pizza is the largest pizza company in the world, with a significant business in both delivery and carryout. It ranks among the world’s top public restaurant brands, with a global enterprise of more than 21,300 stores in over 90 markets. Domino’s had global retail sales of over US$19.1 billion in 2024.
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KIT KAT®
KIT KAT® is launching its first-ever character-driven campaign, introducing the Break Brothers—a team of four suit-clad protectors symbolizing the iconic four-piece bar. Their mission? To defend your right to a real, uninterrupted break. The campaign debuts during the NCAA Men’s Championship Game on April 7, with an ad showing the Break Brothers stepping into a chaotic office to ensure one man can enjoy his KIT KAT® in peace. Created by Orchard Creative, the campaign reinforces KIT KAT®’s message: no multitasking, no distractions—just a chocolatey pause. Following the premiere, the campaign will extend across TV, social media, and more, encouraging everyone, from athletes to everyday workers, to take a well-deserved break.
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Toyota
Toyota’s new campaign, “Your Window to the Wild,” celebrates the launch of the all-new 2025 Toyota 4Runner, blending its rugged heritage with premium comfort and modern tech. Created by Saatchi & Saatchi, the campaign includes cinematic spots like “Into the Wild,” where a father and daughter reconnect with nature through an adventurous mountain drive in the 4Runner. The campaign captures magical elements—like forest creatures and a rock colossus—symbolizing the wonder the 4Runner inspires. A separate Hispanic-focused campaign, “4Runner Landia,” created by Conill, invites Latino adventurers to enter a contest to win a 4Runner and a plot of land to build their dream playground. This integrated campaign spans CTV, digital, social media, streaming, and experiential placements, with partners including Netflix, Hulu, Amazon Music Live, Google TV, National Geographic, YouTube, and many more. The 2025 4Runner features bold design, powerful i-FORCE and i-FORCE MAX hybrid engines, off-road capabilities, and comes in various grades, including the all-new Platinum and Trailhunter. Starting MSRP is US$40,770.
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Carl Buddig
Havas announced its selection as the marketing agency of record to unlock transformative business growth for Carl Buddig & Company, the family-owned and operated manufacturer of quality meats and snack products such as Old Wisconsin and Kingsford. Through a fully integrated account, Havas will lead all media, creative, social, and digital efforts for Carl Buddig & Company including Buddig, Old Wisconsin including its new Yumbo brand, and more.With the power of Converged, Havas will deliver experiences through its integrated Village model, bringing creative storytelling, integrated campaigns, and strategic media planning to evolve Carl Buddig’s market presence. This partnership will integrate creative storytelling with data-driven consumer journey mapping, social, and personalization, supported by end-to-end media planning and buying across channels. It will also incorporate shopper marketing strategies and retail media optimization, ensuring Carl Buddig connects with today’s consumers at every touchpoint. The first work between Havas and Carl Buddig and Company debuts in the Summer of 2025.
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].
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Juan Valdez
Juan Valdez, the brand that represents Colombian coffee growers, continues its expansion plan across the United States. The goal is to reach more locations, attract new consumers with the flavor of 100% premium Colombian coffee, and captivate them with the culture and tradition of specialty coffee. The company aims to continue attracting local consumers as part of this strategy. To achieve this, it plans to end the year with 16 strategically located stores in key cities such as Miami and Orlando, further solidifying its position in one of the world’s largest and most dynamic coffee markets. The U.S., the world’s second-largest coffee bean importer, is projected to raise imports by 800,000 bags to 22.3 million due to rising consumption, according to the USDA. In 2023–2024, top suppliers included Brazil (32%), Colombia (20%), Vietnam (8%), and Honduras (7%). Data from the NCA and Grand View Research show 67% of Americans drink coffee daily, with 45% opting for specialty coffee. Gen Z and Millennials are driving this trend, with 66% of coffee-drinking adults aged 25–39 having had specialty coffee in the past week. Some of the current Juan Valdez stores are located in: Miami International Airport; Florida Mall; CityPlace Doral, and International Drive. Additionally, the company has projects to strengthen its positioning in locations such as Miami Springs, Fulcrum Orlando, Wynwood The Dorsey, and Sawgrass Mills.
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NARCAN® Nasal Spray
NARCAN® Nasal Spray, an anti-opioid brand owned by Emergent BioSolutions, has appointed independent media agency Mile Marker and Earth Breeze.Mile Marker takes on the NARCAN® Nasal Spray business amid the ongoing Fentanyl crisis in the U.S. The FDA-approved brand works by temporarily blocking opioid receptors in the brain, rapidly reversing overdoses and restoring normal breathing. Since 2023, NARCAN® has been available over the counter, requiring no medical training for administration, increasing its accessibility nationwide. Mile Marker has been designated Agency of Record (AOR) for media strategy, planning & buying across all media channels. Mile Marker secured the AOR after a comprehensive pitch, including incumbent agency VML. The key objective is to raise awareness and normalize NARCAN® Nasal Spray with a major public education component. The effort will span B2C, B2B, and HCP efforts, targeting the general public, corporations, specific communities, healthcare providers, and first responders. The Earth Breeze account was awarded following a comprehensive review led by Peter Carter at search consultancy, Creative Haystack LLC. Mile Marker has been charged to elevate brand awareness to accelerate Earth Breeze’s retail business sales efforts.
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Marquez Brothers International, Inc.
Marquez Brothers International, Inc. (MBI), a family-owned producer and distributor of authentic Hispanic foods, has reached an agreement to acquire Hato Potero Farms, the owner of YoGusto®—a leading drinkable yogurt brand in the Southeastern U.S. This acquisition strengthens MBI’s market presence and expands its product portfolio.YoGusto®, a market leader in multicultural drinkable yogurt, has been in operation for over 25 years, with a manufacturing plant in Clewiston, FL, and a distribution center in Miami, FL.MBI is a multinational company operating in the U.S. and Mexico, with 7 manufacturing facilities, 18 distribution centers, and over 1,200 employees. The company offers a wide range of Hispanic food products, including cheese, yogurt, meats, desserts, rice, beans, sauces, and beverages. Its diverse brand portfolio includes El Mexicano®, Rancho Grande®, San Juan®, Autlan®, Casero®, La Toña®, Saborcool®, Marquez Family®, and YoGusto®.
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Tumi, Inc.
International travel and lifestyle brand TUMI introduces 19 Degree Lite, the latest addition to the world of 19 Degree. To celebrate the all-new collection, German-raised Fashion Entrepreneur & Creative Xenia Adonts stars in the first chapter of the campaign, with chapter two starring Global Ambassador Lando Norris to follow later this spring. The 19 Degree Lite collection includes four sizes available in three core colors: Blush, Titanium Grey, Black Graphite, and two seasonal colors: Amber and Cobalt.TUMI tapped Xenia Adonts to introduce the collection for her first-ever global brand campaign. Directed by Keane Pearce Shaw and photographed by Emma Summerton, the campaign channels the feeling of lightness that comes with carrying the 19 Degree Lite collection. The campaign follows Xenia as she travels through the hustle and bustle of Mexico City with her 19 Degree Lite by her side. Together, they navigate the busy streets with a fluidity of movement that spotlights the freedom and effortlessness that only 19 Degree Lite can. The all-new collection ranges in price from US$795 to US$ 995. The 19 Degree Lite collection is available in TUMI stores worldwide and at TUMI.com. Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move.
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Coors Light®
Anyone who’s cracked open a Coors Light knows that it’s best enjoyed when the mountains on the packaging turn blue. To celebrate the brand’s iconic cold-activated cans and bottles, its latest radio campaign, called Cold Activated Announcers, features voice actors who recorded the ad in an ice plunge chilled to 42 degrees.To achieve the chillest radio ads, the announcers waded into ice plunges to read Coors Light radio ad scripts and the results were refreshingly chill. The voice actors powered through the frigid temperatures to deliver an ad that takes the brand’s cold refreshment to new heights. To see the chilling results for yourself, check out a behind-the-scenes launch video showing how the ad reads came to life. The video showcases the voice actors being interviewed as they dive into the cold plunge and read their lines in refreshingly cold temperatures. Of course no ad shoot is finished without enjoying the mountain cold refreshment of a Coors Light post-production. The campaign was created in partnership with Alma. The ad creative is now live across national audio streaming platforms.
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OLAPLEX
OLAPLEX Holdings, Inc. (“OLAPLEX”), the foundational health and beauty brand and pioneer of bond-building hair care, announced the launch of a new brand campaign: Designed to Defy. The campaign captures the brand’s essence—how we innovate, what we stand for, and why we lead. At the heart of this new campaign, OLAPLEX has launched a cinematic celebration of the power of healthy hair, showcasing how confidence, creativity, and self-expression all begin with a strong foundation, unlocking limitless possibilities. The film features actress and Bridgerton star Nicola Coughlan, Creative entrepreneur and media personality Jenna Lyons, and Olympian sprinter/hurdler Sydney McLaughlin-Levrone, who all defy expectations in their respective industries. The film showcases a series of aspirational vignettes all grounded in the authentic moments with the talent’s personal hair stylist, capturing the confidence that comes with a radiant, healthy hair day. Stylists featured in the film include Halley Brisker, Jenna Perry, and Naeemah LaFond, who are all part of OLAPLEX’s PRO stylist community and ambassador program. This brand campaign builds on OLAPLEX’s recent announcement unveiling its new bold vision, This campaign amplifies the brand’s commitment to foundational hair health, rooted in its legacy of category-creating science. While also celebrating the creativity, confidence, and passion of the professional community that fuels our innovation. OLAPLEX brought these core values to life through vibrant new visuals, a dynamic digital presence, and the launch of No.0.5 Scalp Longevity Treatment—a unique scalp serum.OLAPLEX partnered with creative agency Droga5, part of Accenture Song, to develop and launch “Designed to Defy” — OLAPLEX’s first-ever multi-channel brand creative campaign. Droga5 developed an integrated suite of assets, including CTV and social films, high-profile OOH placements, and a mixed photography library, all centered on amplifying OLAPLEX’s bold new look and feel. To amplify this campaign, OLAPLEX is launching the Bond House Pop-Up, starting in New York. Attendees will step into the campaign’s world via a unique, personalized experience. Guests will receive a cutting-edge digital hair analysis, with expert stylists offering customized recommendations. The experience culminates in The Studio, where guests can step into the campaign for their empowering photo moment.
