AB InBev, Pacaso, Manchester City & TECNO… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
AB InBev
Anheuser-Busch InBev has awarded a majority of its media business to Publicis Groupe following a review that kicked off last September. In a memo from AB InBev, the company stated that it awarded Publicis Groupe and Dentsu with five-and-a-half-year partnerships, with Publicis working on the business in the U.S., Mexico, Central America, South America, Europe and Asia, and Dentsu continuing its work on the business in Canada and Africa, Adweek reported. The 66-month partnerships with Publicis Groupe and Dentsu span nearly 40 countries worldwide. According to COMvergence, AB InBev spent US$845m on measured media from July 2020 to June 2021, with 31% of the total going to digital. In the largest market of North America, the company spent US$518m on media, 25% of that on digital.
Pacaso
Pacaso, a leading technology-enabled real estate marketplace that helps people buy and co-own a luxury second home, has appointed Interpublic’s Mediahub and Publicis Groupe’s BBH as its new media and creative agencies, respectively, Mediapost reports. The brand also debuted “Own It,” the company’s inaugural national advertising campaign, in collaboration with its two newly appointed agency partners: creative agency BBH USA, and global media agency Mediahub. The global media campaign launched on March 14, 2022, in strategic markets in the U.S., UK, Germany, and Sweden. Pacaso generated nearly US$300 million in revenue in 2021, the company’s first full year, and sold approximately 400 Pacaso units, among many other noteworthy brand milestones. The company plans to expand to more than 30 new second home destinations in 2022. To date, Pacaso operates in more than 35 top second home destinations in the U.S. and Europe. The campaign was produced by JOJX.
Manchester City & TECNO
Inspired by the success of last season, TECNO Mobile and Manchester City FC have once again partnered with Footballco, in their pursuit to find two football enthusiasts from the media fraternity. Footballco is the world’s largest football content creation and media strategists’ entity. As a part of this campaign, journalists from India will be offered an opportunity to work as trainee correspondents and write for Footballco’s GOAL website, covering the reigning Premier League Champions. The content created by the trainees will be published across GOAL’s global and Indian editions, as well as social channels with a reach of over 57 million.TECNO Mobile is Manchester City’s Official Global Tablet and Handset Partner. TECNO has been partnering with Manchester City to run CSR projects in Africa, Latin America and Southeast Asia for successive years to provide local communities with technological education programs and creative football interactions.The collaboration with Footballco is an extension of last season’s association, which resulted in two trainee reporters creating more than 368 pieces of content, which reached more than 34 million fans and generated 5.6 million video views.To enter the contest, fans are tasked with creating a 60-second video about Man City’s forthcoming match against Liverpool on 9th April.Fans will be able to submit their applications from Monday, March 14th until 27th March when the application process closes.
At this exclusive event on March 31, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
COLLE McVOY
Colle McVoy has been selected as agency of record for Northern Tool + Equipment, one of the nation’s leading retailers of high-quality tools and equipment for DIYers and professionals. The agency will partner with the company on strategy, creative, media, content and brand experience. Northern Tool + Equipment joins Colle McVoy’s roster of breakthrough brands, including 3M, Cub Cadet, Target and U.S. Bank. The agency began 2022 with double-digit growth and expects to disclose other substantial new business wins in the coming weeks.
TransPerfect
TransPerfect, one of the world’s largest providers of language and technology solutions for global business, announced the launch of the New York Community Bancorp, Inc., (NYCB) New York Community Bank and My Banking Direct websites in Spanish. The new sites meet the rising service needs of the bank’s Spanish-speaking customer base and were created with TransPerfect’s GlobalLink OneLink® solution, which simplifies the process of building, launching, and maintaining multilingual websites.NYCB chose TransPerfect after evaluating multiple options as part of the company’s community outreach plan. The bank’s strategy depended in part on delivering exceptional customer service to Spanish-speaking customers throughout its five-state footprint.TransPerfect’s GlobalLink OneLink technology enabled NYCB to seamlessly launch and maintain customer-oriented and targeted content, with minimal support required from IT and project management teams, resulting in cost and time savings.OneLink automates the process of translating and releasing websites. Beyond no internal IT burden and nothing to install for the client, OneLink also requires virtually no internal project management time. Organizations running OneLink can launch new multilingual websites in as little as 30 days and automate the maintenance required to keep multilingual versions in sync with their source language site.
