Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Farmers Insurance
Farmers Insurance announced the appointment of Dentsu Creative as its Creative Agency of Record. With this move, Farmers® seeks to enhance its brand positioning in the marketplace, drive measurable business outcomes, and deepen customer connections. Farmers selected Dentsu Creative to lead creative across brand, performance, social, and sponsorship. The agency’s approach spans all channels and is grounded in strong storytelling, disciplined execution, and a focus on memorability and brand association as key drivers of effectiveness. “We’re pleased to welcome Dentsu Creative onboard,” said Eleanor Solomon, Head of Creative for Farmers Insurance. “The team has demonstrated a strong understanding of our brand, our customers, and the opportunity ahead. As we continue to evolve, we are excited to work with Dentsu Creative to help shape the future of our brand and support the growth of our business.”
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Coty
Coty, one of the world’s largest beauty companies, and Pencil, a generative AI marketing platform, announced a partnership to put real-time, AI-powered content creation at the heart of Coty’s Consumer Beauty division. With a transformation and creative team led by sister company Jellyfish, Pencil’s end-to-end content platform will be embedded across Coty’s Consumer Beauty brands, enabling creative and marketing teams to generate, deploy, and optimize images and videos with greater speed, scale, and efficiency. This marks the next phase of the collaboration, with Pencil establishing a dedicated, embedded team at Coty from July 1, fully integrated into campaign workflows across brands and markets globally. Coty Consumer brands include CoverGirl, Rimmel, Sally Hansen, and Max Factor, among others. Gordon von Bretten, President of Consumer Beauty at Coty, said: “Our brands operate in a high‑velocity consumer environment, but speed without control doesn’t scale. This partnership allows us to increase the pace and volume of content creation while maintaining governance, brand integrity, and data ownership. It’s a step change in how we operationalize creativity across Consumer Beauty.”
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LALA®
LALA®, a Mexican dairy brand with decades of experience delivering high-quality, great-tasting products, is expanding its lineup of yogurts with the launch of LALA Plus™, a drinkable yogurt smoothie packed with flavorful nutrition for kids and adults alike. Delivering 11 grams of protein, plus fiber and calcium, LALA Plus combines the goodness of dairy with real fruit and a smooth, crave-worthy taste, giving families more of what matters most. “Today’s parents want more than just taste – they are looking for everyday foods that offer more nutrition, like protein and fiber, without sacrificing the flavor their family loves,” said Flavia Panza, Chief Marketing Officer, LALA U.S., Inc.
LALA Plus joins LALA’s yogurt smoothie portfolio as the nutrition-forward option, complementing LALA Yogurt Smoothies for everyday dairy enjoyment and LALA Gold for high-performance lifestyles. LALA Plus is now available in single 7oz bottles ($1.79) at Hispanic and other major retailers across the country and as a 12-pack ($12.34) at select Sam’s Club stores.
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Ford
“American Value. For American Values” is Ford’s commitment and campaign to the workers and families who drive this country forward. “To us, that means more than just a century of history – it means offering employee pricing to provide the right value at the right time. And we are going to do that from now through July 6 on most new 2025 and 2026 Ford and Lincoln vehicles at participating dealers across the U. S.”, wrote Andrew Frick, president of Ford Blue and Model e. A 30-second TV spot from Wieden+Kennedy debuted Saturday during the Kentucky Derby. Ford is the event’s exclusive automotive partner, having signed a multiyear partnership extension that runs through 2029. The spot will continue to air on digital and social through July 6.
LEARN ABOUT PORTADA EVENTS SCHEDULED FOR 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives. Coming up:
Portada Chicago, March 17, (check out recap article!)
Portada Live, CDMX, Abril 16 (check out recap here!)
Portada Los Angeles, June 4
Portada Live, NYC, September 17
Portada Next, CDMX, October 21
To learn more about thought leadership and networking solutions for the events above, please contact Marcos Baer at [email protected].
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Goodyear
Goodyear launched Fast Is In Us, a global campaign celebrating the legendary Eagle performance tire family as one of the most iconic names in performance driving. Debuting at the Kentucky Derby, the campaign marks the next chapter in Goodyear’s brand resurgence following last year’s STILL campaign, which leveraged the brand’s iconic status, reminding audiences that not all tires are born equal. Fast Is In Us builds on that momentum. “The performance car category is growing, and the drivers entering it want tires worth bragging about,” said Mark Stewart, Goodyear Chief Executive Officer and President. “Eagle has more than four decades of credibility in performance and racing, and Fast Is In Us puts that legacy back to work—re‑establishing Eagle as the tire knowledgeable drivers choose when performance truly matters. This campaign reflects how we’re building Goodyear for the future: leading with premium products, authentic performance, and brands that mean something.” Designed as a multi‑phased, multi‑year platform, the campaign will roll out globally across premium TV, out‑of‑home, digital, social, and cultural moments—guided by a single ambition: to make Eagle impossible to ignore.
Following launch, Goodyear will take Fast Is In Us into the heart of global performance culture, integrating with major moments such as the 24 Hours of Le Mans and other elite racing and enthusiast events around the world. The campaign was created in collaboration with Publicis P1T Crew, creatively led by BBH USA. -
Supergoop!
Suncare brand Supergoop!, has named January Digital as its media agency of record to support its next phase of growth. For the first time, Supergoop! is consolidating its media across direct-to-consumer, retail, and marketplace channels under a single partner, enabling a more unified, strategic approach to driving efficiency, scale, and impact across its ecosystem. The partnership debuted with a campaign spotlighting the brand’s best-selling hero, Unseen Sunscreen SPF 50. As Supergoop! continues to expand into sport through its PGA TOUR partnership, Unseen remains a cornerstone of that evolution, proving its versatility and high-performance from everyday life to outdoor activity.
The full-funnel strategy, activated by January Digital, spans paid social, search, CTV, and video, as well as Amazon and retail media channels, including Target Roundel and Nordstrom.
“Supergoop! has always had a passionate, loyal following, but the opportunity now is to evolve how we reach and grow that audience,” said Lauren Weinberg, Chief Marketing Officer at Supergoop!. “We were looking for a partner who could connect media across our entire business and bring more rigor to how we measure impact, and we’re excited to collaborate with January Digital as we take this next step.”
