Coca Cola North America to Publicis, Adobe-The Estée Lauder Companies…and 11 More Brand Initiatives

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Adobe / The Estée Lauder Companies

Adobe has partnered with The Estée Lauder Companies to integrate Adobe Firefly, a generative AI tool, into its digital marketing processes. This collaboration aims to enhance efficiency in launching digital campaigns across various channels and formats by streamlining content production. ELC, which oversees iconic brands like Clinique, Estée Lauder, and M•A•C Cosmetics, operates in around 150 countries and territories. By using Adobe Firefly within existing Adobe Creative Cloud workflows, ELC hopes to reduce repetitive tasks, allowing creative teams to focus on new concepts and accelerate campaign execution. This partnership is part of ELC’s “Beauty Reimagined” strategy, which aims to position ELC as the best consumer-centric prestige beauty company in the world. A core focus of this strategy includes driving transformative innovation to accelerate speed-to-market and increasing consumer-facing investments to boost new customer acquisition. By leveraging Adobe Firefly to streamline content production, ELC reinforces its commitment to this vision, ensuring impactful, consumer-driven engagement at scale. Through utilizing Adobe Firefly Services, a collection of creative and generative APIs, ELC can reimagine content production as more campaigns are needed to engage increasingly digital consumers. According to surveys, nearly two-thirds of marketers believe the demand for content will quintuple between 2024 and 2026. With features like Generative Expand seamlessly integrated into workflows, images can be intelligently resized and optimized for various formats. Teams can quickly deliver assets with text and imagery intuitively placed, ready for distribution across digital marketing channels.

• Coca-Cola Co. 

Publicis Groupe has won Coca-Cola’s media and planning business for North America. The North American media planning and buying account, is valued at an estimated US  $785 million (2024). While WPP lost the business for North America, it continues to manage Coca-Cola’s media business in other global markets. Publicis recently acquired data company Lotame.  

• Unilever

Unilever’s investment in influencer marketing will rise from about 30% to 50% of the company’s total ad spend. New CEO Fernando Fernandez said he wants “at least one influencer” to promote Unilever’s brands in every area of every country. In his comments, he referred to every zip code and suggested that he would want as many as 100 influencers in some countries.
Fernandez thinks an influencer-first strategy will make Unilever more trustworthy to consumers skeptical of traditional corporate messaging. “There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez said.

• Breeze Airways

Breeze Airways has appointed Walrus as its first creative agency partner, according to Mediapost. The account was awarded without a competitive review. The airline currently operates in 68 airports across 31 states. Media is handled in-house. Walrus‘s role will be to develop a new marketing platform aimed at boosting brand awareness in the cities Breeze Airways serves. Providence, Rhode Island will be the first destination highlighted in the campaign. Founded in 2021 by David Neeleman, the founder of JetBlue Airways, Breeze Airways operates under the tagline: “Seriously Nice.” Current clients of Walrus include Amazon, Walmart, and Colgate-Palmolive.

CHECK OUT: How THIRD EAR’S Cailin Bula plans and buys media!

• Heineken

Dentsu announced that HEINEKEN has extended its global media relationship with the network, continuing its eight-year relationship. With a substantial planned media investment, the new two-year contract will see Dentsu representing HEINEKEN across 100 markets including Mexico, Brazil, the UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam, and India. Selected for HEINEKEN‘s global media agency roster in 2016, Dentsu solidified its role as a key partner after the global media consolidation in 2021. Dentsu has been instrumental in HEINEKEN’s digital transformation, elevating digital as a central part of its global media strategy. New operating models support HEINEKEN’s global reach and growth brands, fostering meaningful consumer connections. Dentsu continues to assist HEINEKEN in evolving its consumer experience strategy in the digital era and will help roll out an innovative media value proposition, focusing on digital media. Initially focused on media, Dentsu’s support has expanded to include CX production and creative services, meeting the needs of HEINEKEN’s local and regional teams.

• Audi / MLS

As Major League Soccer (MLS) kicks off its 30th season, Audi celebrates a decade of partnership with the league, focused on driving the growth of soccer in the U.S. Since 2015, Audi’s investment has helped develop emerging talent through initiatives like Audi Goals Drive Progress, which supports youth academies by funding education, housing, and transportation for young players. This has contributed to over US$5 million raised for youth development and facilitated 430 Academy graduates’ transitions to first-team rosters.MLS has grown significantly during this period, ranking second globally in total attendance and seeing its value soar. Clubs like Inter Miami CF, LA Galaxy, and Columbus Crew have achieved significant success both on and off the pitch. Audi’s support also extends to MLS players driving change in their communities, with US$570,000 invested in player-led initiatives promoting equity, inclusion, and social progress. With more than 8,000 goals scored since 2019, Audi has had a direct impact on the league’s competitive growth. Audi Field, the naming rights sponsor of the stadium in Washington, D.C., and partnerships with clubs like Inter Miami CF, D.C. United, and Orlando City SC further reinforce Audi’s long-term commitment to MLS. Looking ahead, the partnership will continue to play a role in MLS’s future, including hosting FIFA’s 2025 Club World Cup and the 2026 FIFA World Cup, marking significant moments for North American soccer. Audi’s involvement goes beyond sponsorship, with fan engagement initiatives like the MLS Golden Boot and MLS Cup sponsorship, and the introduction of MLS-branded Audi Themes for select vehicles, personalizing the Audi experience for fans. This decade-long partnership solidifies Audi’s role in shaping the future of soccer in North America.

• El Mexicano® Brand

The Federación Mexicana de Futbol (FMF) and Soccer United Marketing (SUM) have announced a multiyear partnership with El Mexicano® Brand, a leading provider of authentic Mexican food products. This collaboration unites El Mexicano® Brand with the Mexican National Men’s and Women’s Teams, offering exciting opportunities for soccer fans across the U.S. As the official dairy sponsor, El Mexicano® Brand will be featured in MexTour and MexTour W, which showcase the Mexican National Teams in cities across the U.S. MexTour is one of North America’s most successful sports properties, boasting a fan base of 65 million people. MexTour W, entering its third year in 2025, continues to gain momentum. El Mexicano Brand® will offer fans a chance to enjoy its wide range of traditional and authentic Mexican food products while experiencing the thrill of the game. Fans will connect with the team and brand while celebrating the passion of fútbol and enjoying the best in #AuthenticSabor! Now in its 22nd edition, MexTour has thrilled fans with top-tier matches at world-class venues. MexTour and MexTour W will continue to provide live events, exclusive content, and engaging experiences for soccer fans, with El Mexicano® Brand at the heart of the action. For more event information, visit www.SomosLocales.com or www.elmexicano.net.

• UGG

Southern California-based global lifestyle brand UGG® (a division of Deckers Brands) evolves its sandal offering with the new GoldenRise, a three-in-one platform style. In a Spring/Summer 2025 global campaign fronted by HANNI, the musician returns to be the global face of the brand’s new campaign, which highlights the wearability of the customizable silhouette throughout the ultimate summer day.HANNI brings the brand along as she takes the newest UGG® offering from day to night. To further celebrate the global campaign and HANNI’s ambassadorship, the brand has rolled out wild postings and exclusive, hand-painted wallscapes of UGG® Spring/Summer 2025 campaign images of HANNI to capture the attention of passersby. Starting on March 10, 2025, the eye-catching hand-painted images of HANNI can be seen in Los Angeles, CA (March 10) and New York City, NY (March 31). Additionally, digital displays via subways, tram wraps, billboards, taxi cabs, buses, and more, can be seen in key cities globally: London, England (May 5), Berlin, Germany (March 13), Paris, France (April 29), Harajuku, Japan (March 13), Incheon, South Korea (March 29), Seoul, South Korea (March 13), Taipei, Taiwan (March 13), and Taichung, Taiwan (April 1). The GoldenRise sandal seen on HANNI in the global Spring/Summer 2025 campaign is available at UGG.com, UGG® stores, and select wholesale retailers nationwide.

• GUESS?, Inc.

Guess?, Inc. and its partner global brand management firm WHP Global, which jointly owns the New York-based fashion brand rag & bone, announce a five-year licensee partnership with Signal Brands – a longtime GUESS licensee partner, to develop and further expand rag & bone’s handbags and small leather goods category. Since its origins in New York in 2002, rag & bone has established itself as a leader in the American fashion scene. Known for its authentic understated New York aesthetic, blending traditional craftsmanship with modern cultural references, the brand has become synonymous over the years with effortless quality clothing for both men and women. For over 30 years, Signal Brands has and continues to collectively manage a portfolio of globally renowned fashion brands licensed for handbags, small leather goods, luggage, and travel accessories. With its strong relationships with leading retailers and global distribution network, this partnership represents a significant milestone in rag & bone’s commitment to global expansion. The inaugural collection launches this Spring 2025 and will be available at rag & bone boutiques worldwide, rag-bone.com, and premium retailers in North America including Nordstrom and Bloomingdales.

• Lee®

Paul Smith has collaborated with Lee® on a 14-piece limited edition collection, debuting at the Paul Smith Spring/Summer 2025 presentation at Pitti Uomo. Inspired by Paul Smith’s famous stripes and his saying “look and see,” the collection includes jeans, denim jackets, western-style shirts, and T-shirts. The collaboration is rooted in Paul Smith’s early days when he first started importing Lee denim in the 1970s. The capsule reimagines Lee 101 jeans, the 101 Stormrider™ jacket, and other classic Lee pieces with exclusive prints and the signature Paul Smith style. Co-branded details and a playful use of Paul Smith’s stripes define the collection. The campaign, shot by Anton Gottlob, features six individuals representing different fields, showcasing how the collection fits their diverse lifestyles. The collection is available for US$90-USD 450 and can be purchased at paulsmith.com, lee.com, select partner-owned stores, and Nordstrom in the U.S. For more information, visit Lee x Paul Smith.

• Puma®

Global sports company PUMA has signed an official agreement with the Premier League, the most-watched football league globally, as part of the company’s strategy to elevate the brand and strengthen its sports performance credibility. This landmark collaboration will see PUMA become the Official Ball Supplier of the Premier League, which includes the provision of match balls at all League matches from the start of the 2025/26 season. Through this partnership, PUMA will also support the Premier League across multiple initiatives, from community-based football programs that nurture grassroots talent to high-impact marketing campaigns and events such as the Premier League Summer Series, which will be hosted in the United States in July. The Premier League, reaching 900 million homes in 189 countries, provides a unique platform for global visibility and growth. With its vast reach and PUMA’s focus on performance and innovation, this partnership is set to boost brand awareness and engagement, offering premium experiences for fans and athletes. PUMA already has a strong presence through its partnership with Manchester City, the current champions, and its roster of top players, including Jack Grealish, Kai Havertz, James Maddison, Harry Maguire, Jordan Pickford, and Marc Cucurella.

• Milani Cosmetics®

Milani Cosmetics® is cranking up the nostalgia with its America’s Next Top Primer campaign – a reality TV-inspired showdown where primers, not contestants, are up for the ultimate glow-up title. Milani Cosmetics spotlights its Conceal + Perfect Blur Out Smoothing Primer with an over-the-top reimagination of makeover competition drama to bring fun and flawless finishes to center stage. The campaign features a diverse cast that includes comedian and actress Zainab Johnson (Hijabs Off, Amazon Original) as the charismatic reality TV show host. She’s joined by a panel of judges played by sketch comedy actors Ele Woods (Keke Palmer’s Turnt Up with the Taylors), Amber Joy (Greenhouse Academy, Netflix), and Joe Hegyes (@bequietjoe, TikTok). Content creators Natalie Shine (The Big Silly Trivia Game), Zoe Ki,m and Imani Blackmon are cast as primer contestants, each a personification of a different face primer fail – or the ultimate primer “win.”Milani Cosmetics’ in-house creative and marketing teams independently conceptualized, cast, and produced the campaign. Molly Mitchell, former writer at The Late Late Show with James Corden and Freeform TV’s sitcom Grown-ish, was tapped to draft the script. Milani ranks #6 among the top U.S. brands in the US$2.2 billion face category and is the third fastest–growing brand within the top 10.* When it comes to quality, Milani stands shoulder to shoulder with prestige brands, with 96% of its supply chain sourced from the same manufacturers in North America, Europe, and South Korea that produce premium cosmetics sold at Sephora and Ulta . The campaign will roll out across digital and social channels, including MilaniCosmetics.com, Instagram, TikTok, and YouTube beginning March 15, 2025.