Mary Kay, More Omnicom News (UPDATED), Lagunitas, Lufthansa…

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

• Mary Kay

Grey New York has been appointed the global advertising partner for Mary Kay, the #1 Direct Selling Brand of Skin Care and Color Cosmetics in the World. The partnership begins immediately and includes the development of a long-term integrated brand strategy and global advertising campaign set to launch in late 2026. The partnership marks a pivotal moment in the company’s 60+ year history as it prepares to launch a global master brand campaign that will define its next era of growth. Regena Pipkin, Vice President, Global Brand at Mary Kay, said: “We knew that Grey New York was the right agency for us. They brought cultural value, creativity, and strategic clarity to match our ambition. As we move confidently into the next chapter of our bright future, we look forward to our partnership with a women-led team that truly understands our unique business model and the power of purpose-led storytelling on a global scale.” During the pitch, Grey New York delivered an immersive and reimagined brand experience—bringing Mary Kay’s vision to life through creative product storytelling grounded in human insight. The team fully immersed themselves in the Mary Kay world, experiencing the products firsthand and articulating bold possibilities for the brand’s future. Agnes Fischer, CEO of Grey New York, commented: “Mary Kay is an iconic brand ready to shake up the beauty world with a distinctive vision. We’re honored to partner with Mary Kay to reignite their powerful brand. There’s real ambition here, and a shared belief in the power of ‘Famously Effective’ creative to drive business and cultural relevance. We’re thrilled to help shape the next chapter of this global beauty and direct selling leader.”

CHECK OUT: 11 Things Marketers Need to Take into Account After the Draw of the Soccer World Cup, According to Experts in the Portada Network 

• Lufthansa Group

  The Lufthansa Group is presenting itself with a new design. The goal of the new brand identity is to make the strength of the Lufthansa Group more visible. For customers, service offerings will be bundled under the Group brand, making them even more clearly recognizable. The new brand identity is recognizable by the iconic crane logo, which will be used for the Group in the future without the surrounding circle. In addition, there is a new font and a color palette expanded by six new tones. The latter represents different heights from the ground to the sky to reflect the diversity of the Lufthansa Group. The airlines of the Lufthansa Group will keep their own brands under the umbrella of the strengthened group brand. The endorsement of “Member of Lufthansa Group,” which will appear on all aircraft belonging to the Group’s airlines, signals the unity of the individual airlines that operate under a brand name other than Lufthansa. The addition was already introduced this year on digital boarding passes, websites, and 160 aircraft of various Lufthansa Group airlines. Next year, the Lufthansa Group brand will also be visible at lounge entrances worldwide, as is already the case in Rome, Milan, and Brussels. The “Member of Lufthansa Group” label will also be visible on materials at airports, such as baggage tags, and on board of aircraft. Dieter Vranckx, Chief Commercial Officer Lufthansa Group, notes “The Lufthansa Group is evolving from a group of airlines into an integrated airline group. The new brand identity is therefore more than just a redesign; it is a strategic milestone. In a challenging environment, this step creates a visual anchor of trust for our customers. A visual identity in aviation must do much more than just create an eye-catching appearance. It will reflect our strategic brand values and a promise we want to make to our passengers across all our brands. The new brand identity enables a holistic brand experience, provides orientation, and strengthens identification with the Lufthansa Group”.The Lufthansa Group is the fourth-largest airline group in the world in terms of revenue and fleet size. It operates five national airlines, other private travel-oriented airlines, Lufthansa Cargo, Lufthansa Technik, and over 300 subsidiaries and affiliated companies under one roof.

• Omnicom

(UPDATE) Members of OMD and PHD’s multicultural teams have been laid off as a result of the recent Omnicom merger with IPG and the reorganization announced two weeks ago.  Dismissed executives include Michael Roca and Carol Castillo. Some multicultural marketing-oriented positions tied to specific accounts have been maintained, and Emily Graham continues as  Global Chief Inclusion & Impact Officer at Omnicom
4,000 jobs at the combined entity have been cut and  several agencies of the new Omnicom Group will be closed including DDB, Mullen Lowe and FCB.

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.
Portada Chicago, March 19, 2026
Portada Live, CDMX, Abril 16,
Portada Los Angeles, June 4
Portada Live, NYC, September 17
To learn more about thought leadership and networking solutions for the above events, please get in touch with Marcos Baer at [email protected].

• Lagunitas

  Otherway, the design and creative agency with studios in London and most recently New York, has been named agency of record (AOR) for IPA brand Lagunitas Brewing Company, following a competitive review. As lead creative and brand design partner, Otherway is Lagunitas first creative AOR. The partnership will drive the next phase of Lagunitas’ growth and cultural relevance, with 2026 work spanning brand design and a master brand campaign. “Choosing a partner that truly shares our values was key to the future of our brand,” said Hannah Dray, CMO of Lagunitas Brewing Co. “Lagunitas thrive on boldness, irreverence, and being unapologetically different, and Otherway is the perfect fit to bring that spirit to life.” This win follows a year of momentum for Otherway. The agency kicked off 2025 with the Rocket rebrand and quickly added Autodesk, Peb, and Brooklyn Film Festival to its growing roster.

• Sun Pacific

  Sun Pacific, a California grower, packer and shipper of fresh citrus, kiwifruit and table grapes, has launched a new marketing campaign for its Cuties-brand mandarins. Sun Pacific says Cuties, first launched in 2002, helped define the mandarin category and introduced millions of shoppers to the seedless citrus. The company says its new marketing campaign celebrates Cuties’ role in fueling demand for the mandarin category. “This season we’re launching a campaign that is unapologetically and irresistibly cute,” said Sarah Deaton, director of marketing at Sun Pacific.  “It was a record year for mandarins with nearly $1.8 billion in sales for the domestic season, and we look to continue the momentum this year,” Deaton added.

   

• Fanatics

Rokt, an ecommerce company using machine learning and AI to make the shopping experience more relevant to each customer,  announced a strategic partnership with Fanatics, a global sports platform. The partnership will see Fanatics use Rokt’s AI-powered ecommerce technology to surface highly relevant, exclusive content and offers to fans before and after checkout across Fanatics-owned platforms including Fanatics.com, and team and league sites. By delivering real-time relevance in the transaction moment, the collaboration unlocks new revenue opportunities and strengthens lifetime value across Fanatics’ rapidly growing portfolio.

• Ferragamo

Italian fashion company, Ferragamo appointed Alberto Tomba as a brand ambassador, The Fashion Network reports.  The collaboration with the Italian skiing legend celebrates values shared by the Florentine fashion house: dedication, perseverance, resilience and attention to detail.