FedEx, U.S. Century Bank, Gatorade… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
FedEx
FedEx has put its media business in review, Mediapost has reported. Omnicom’s OMD has held the assignment for more than two decades since winning the account in 1996.FedEx spends an estimated US$130 million on global media annually, according to agency research firm COMvergence. About US$118 million of that is earmarked for the U.S.
U.S. Century Bank
Chemistry Cultura, until recently Pinta, has announced a new partnership with the U.S. Century Bank, one of the largest community banks in Florida. The 5-star rated institution (Bauer Financial) underwent an IPO in 2021. U.S. Century retained Cultura as its agency of record for strategy, content, social media, comms, and community relations.
Gatorade
Gatorade used last weekend’s NBA All-Star Game to “debut a campaign that pushes its ‘Fuel Tomorrow’ initiative,” and it is the “first big marketing push” for the PepsiCo-owned brand under Gatorade CMO Kalen Thornton, according to Jade Yan of AD AGE. Gatorade, the leader in sports fuel, announced Fuel Tomorrow, a new multi-year initiative to help everyone have equal opportunities to play sports and realize their potential. Playing sports can improve an athlete’s chances of succeeding in school, going to college and provide other long-term benefits like lower levels of depression, higher self-esteem and more productivity at work. Yet, there are significant barriers that prevent many kids, especially girls, those from low-income backgrounds, and Black, Brown and LGBTQ+ youth, from playing sports. Gatorade’s plans to use its brand platform to educate about the power of sport and help remove barriers by focusing Fuel Tomorrow on three areas: Programs, Access and Training. Fuel Tomorrow creative
campaign is a manifestation of the brand’s vision for a world where everyone has access to sport. The campaign will feature a hero film (link) and integrated marketing efforts across TV, digital and social platforms. The film features basketball superstars Candace Parker and Damian Lillard alongside young phenom Izzy Escribano and will debut during NBA All-Star Weekend 2022 with on-the-ground efforts to support the local Cleveland community. The brand plans to give US$10M to community organizations such as Athlete Ally, which “aims to end homophobia and transphobia in sports,” and Honest Game foundation, which “preps students to meet NCAA requirements,” over the course of five years. The campaign also aims to “leverage the attention” around the NBA All-Star Game.
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].
HBO MAX
HBO Max is reviewing its creative account, AdAge reported last week. BBDO, which currently holds the account, is believed to be participating.
Costa Farms
Costa Farms, the largest ornamental plant grower in the world, is launching its largest marketing campaign ever in April, Mari Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms tells Portada. Check out our article How Costa Farms is Stepping on the Marketing Gas Pedal.
Calzado Andrea
Calzado Andrea has chosen to work with 11/11 Media, a Hispanic Digital Marketing Agency that has collaborated with different companies nationally and internationally with unparalleled results.Calzado Andrea was sprung in León, Guanajuato, and remains a 100% Mexican-owned retailer. A leader in catalog sales, it boasts 45 years’ experience in the footwear and clothing industry, enjoying a strong presence throughout the Mexican Republic and the U.S.In addition, Andrea supports the development of clients, employees, suppliers, authorities, and shareholders for economic well-being, eco-friendly practices, and social development. The company‘s objective is to offer new consumers and future partners unique business opportunities such as a better e-commerce experience, fast delivery, and a lovely experience to fulfill their aspirations and enhance their personal and professional development.With a presence in Arizona, California, Illinois, and Texas, Andrea plans to launch a new e-commerce platform (https://us.andrea.com) in 2022 to expedite access to and purchase of its quality shoes.In the States, the Hispanic population is booming. According to Statista, 60.5 million U.S. inhabitants were of Hispanic origin at the end of 2019, then jumping to 62.1 million in 2020, a number that is set to swell to 111.22 million by the year 2060. Andrea is betting on this market as the main objective, while not leaving out other demographics.
