Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Crayola
Crayola, a brand rooted in color and creativity, is launching Creative Acts of Color, a year-long celebration to spark imagination and self-expression around the world. Kicking off the vibrant campaign is an Open Call to kids and adults everywhere to put their imagination into action—inspired by nine-year-old Caydence from Texas and her heartfelt artwork, Colors of Emotion. Her drawing, brought to life through Crayola’s iconic 64-count crayon box, invites the world to explore the power of creativity and color. To participate, the public is encouraged to select a color from Caydence’s creation and use her artwork as inspiration to express creativity through their preferred medium— a song, recipe, dance, poem, painting, sculpture, code, equation, or any other form of creative expression. By sharing their works on Crayola’s social channels and tagging @Crayola with #StayCreative, creators can join Crayola in demonstrating the boundless ways color can inspire our creativity and connect us all. Crayola plans to surprise the young artist with a colorful reveal later this summer. Many of the submitted creations will be featured in Crayola experiences and digital and social activations. Through this global creative experiment, the brand is highlighting the infinite ways creativity can come to life. Caydence represents every child’s creative potential and demonstrates the incredible power color has to connect us with our emotions and memories and to inspire creativity.Supported by a new proprietary study* that underscores color as a powerful tool that sparks creativity, evokes emotion, and connects us across generations, the second year of Crayola’s Campaign for Creativity focuses on the influence color has on creative expression.”Creative Acts of Color broadens our advocacy platform to celebrate color as a catalyst for creativity,” said Victoria Lozano, Chief Marketing Officer, Crayola. “It reflects Crayola’s ambition to inspire creative endeavors in all forms and celebrate creativity in everyone, extending beyond the arts to illustrate the endless creative behaviors that fuel lifelong growth.”
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Home Depot
The Home Depot joins as Official Partner in North America of the FIFA Club World Cup 2025™. Despite the Club World Cup having completed its group stage and entered the last 16 knockout, FIFA announced another sponsor partner in home improvement retailer The Home Depot, which becomes an Official Partner in North America. The partnership builds on The Home Depot’s role as Official Home Improvement Retail Supporter of the FIFA World Cup 2026™. Allison Kolber, Vice President of Integrated Marketing at The Home Depot, added: “We’re thrilled to be part of the FIFA Club World Cup 2025, building on our partnership with the FIFA World Cup 2026. Connecting with our customers through the power of sport is something we deeply value, and we’re excited to harness the spirit of football through this collaboration.” Check out today’s article on the marketing implications of the FIFA Club World Cup being played right now.
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El Pollo Loco
El Pollo Loco is excited to introduce its first-ever athlete partner, NBA player Dalton Knecht. Dalton will be featured in the new Quesadilla ad spot, and will promote the brand’s Dalton Dunk Quesadilla Challenge. The challenge rewards Loco Rewards members, who purchase one of the new quesadillas on four separate visits between 6/26 – 7/23, with a $10 off coupon. Whether you’re wrapping up a busy day, kicking back to relax, or dunking like Dalton, El Pollo Loco’s new quesadillas bring bold flavor to your fingertips — no fork required. Knecht stars in a :15 spot, seen below, for the menu items, the Creamy Chipotle Quesadilla and the Salsa Verde Quesadilla. The spot shows Knecht chowing down on the quesadillas and marks the first time El Pollo Loco has used a sports star in its marketing efforts.
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 agency and media executives. To learn 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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Nike
The London City Lionesses have secured a high-profile kit deal with Nike following their promotion to the British Women’s Super League (WSL) for the first time. The club, owned by American Michele Kang – are the only side in the WSL to be fully independent, with no ties to a men’s professional team in the same group. The deal with Nike is for two years and will see the London City Lionesses kitted out in home, away and third strips as well as training wear designed specifically for women. “Innovation in women’s sport and how we support our players to reach elite performance levels is at the heart of everything we do. That’s why it’s incredibly important that London City Lionesses is partnering with Nike in this groundbreaking deal,” said Kang. The trailblazing club – owned by American Michele Kang – are the only side in the WSL to be fully independent, with no ties to a men’s professional team in the same group.
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PMI U.S.
Philip Morris International’s U.S. businesses (“PMI U.S.”) unveiled “Invested in America,” an advertising campaign that brings to life the company’s deep-rooted commitment and increased contributions to America and Americans. The campaign’s message is grounded in the role PMI U.S. is playing in powering job growth, revitalizing manufacturing, improving public health by offering adults 21+ who smoke better choices, and strengthening communities across the nation. . The campaign launched on July 3 with full-page print advertisements, and a corresponding digital campaign will follow. “Philip Morris International is invested in America’s future—and we have a proud story to tell,” said Stacey Kennedy, CEO of PMI U.S. “From building our advanced manufacturing facilities to contributing to progress within communities nationwide, the people of PMI U.S. are helping to write America’s next chapter. Our story is part of the story of America, unfolding from our global headquarters in Stamford, Connecticut, to our operations across America’s heartland, where we will continue to create high-quality, high-paying jobs and invest in innovation for generations to come.”
“Invested in America” will highlight the four pillars of PMI U.S.’s American commitment:
- America’s Manufacturing Comeback: With announced plans to invest over $800 million in new and expanded U.S. manufacturing facilities to produce smoke-free products, PMI U.S. isn’t just growing American manufacturing—it’s supporting a renaissance, creating high-skilled, high-paying jobs that contribute to thriving communities.
- Advancing Public Health: PMI, which has never sold cigarettes in the U.S., is on a mission to help America’s ~30 million legal-age adults who smoke replace combustible cigarettes—by far the most harmful way to consume nicotine—with FDA-authorized, smoke-free alternatives that are scientifically substantiated to be a better choice for adults 21+ who would otherwise smoke.
- Strengthening Communities: PMI U.S.’s approach to corporate citizenship involves strategic investment in communities where its employees and 21+ adult consumers live and work, focusing on sustainable impact rather than short-term interventions. It is committed to causes that matter to Americans, including supporting military veterans and their families, promoting economic empowerment, and responding to natural disasters.
- Purpose-Driven Performance: With $14+ billion invested globally in smoke-free innovation since 2008, PMI is driving transformative solutions while delivering strong business results.
“This campaign embodies our innovation and determination to reshape an entire industry and strengthen America,” Kennedy added. “It also reflects our commitment to meaningful investments that create genuine value for our business, our workforce, and our communities. In every state where we operate, we’re not just doing business—we’re creating opportunities that will define the America of tomorrow.”
