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Join Forces with Top Brands at Portada Live, NYC, Sept, 19, 2024!

Rocket Companies, 7-Eleven, U.S. Army…Ten Brand Moves You Must Know About

A comprehensive overview on the latest brand moves and campaign launches.

Content

  • 7-Eleven

7-Eleven, Inc. unveiled the newest iteration of its award-winning “Take it to Eleven” campaign. Inspired by the thrill customers get when scoring a stellar deal, the campaign embodies the joy in celebrating the little things – like grabbing a Big Bite® Hot Dog and Big Gulp® drink for an unbeatable price.The campaign is running in select markets from May 1 through January 2025 in 30 and: 15-second television spots, 30, 15 and : 10-second radio spots, out-of-home marketing, paid social, search and display, and streaming audio and video. The spots are also available to view on 7-Eleven’s YouTube channel. In its third year of the campaign, 7-Eleven showcases the brand’s food and beverage pairings. The advertising spots highlight epic deals exclusive to 7Rewards® loyalty members­­. “In the latest ‘Take It to Eleven’ campaign, we’re once again showing how a trip to 7-Eleven offers a bright spot in customers’ days – this time through craveable food and beverage pairings at a delicious value,” shared Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven, Inc. “Inspired by a social media insight that features our customers embracing 7-Eleven stores as their stage, the campaign is a testament to the authentic connection between our brand and audience. It’s also a literal interpretation of the joy customers feel when they score a great-tasting meal at an unbeatable price.”R

  • Rocket Companies

    Rocket Companies confirmed to MediaPost that it is reviewing its media assignment. The firm has been working with Interpublic’s UM, which won the account in 2018. The move follows the appointment of Jonathan Mildenhall, previously at Airbnb as Rocket Companies CMO in January of this year. The company’s subsidiaries include Rocket Mortgage, Rocket Homes Real Estate, Rocket Money and other units. “We see enormous opportunity to consolidate, integrate and elevate all of Rocket’s media under one agency and make the most of our up to $875 million marketing budget,” Milkdenhall said in a statement. Read about Wilson Santiago Soler, Senior Multicultural Campaign Manager at Rocket Mortgage participation at a recent Portada Live event. 

  • Fossil Group

    Fossil Group partners with Assembly

    The global media agency Assembly has been appointed as the Global Integrated Media Agency for Fossil Group, Inc., a leader in consumer fashion accessories, after a competitive review process. This partnership marks a pivotal step in Fossil Group’s strategic efforts to unify and elevate its global media initiatives across its diverse brand portfolio. Assembly will consolidate Fossil Group’s global integrated media efforts across paid, earned, and owned media channels becoming Fossil Group’s trusted business partner. “Selecting Assembly as our new global media agency of record marks a significant moment in time for Fossil Group. This partnership symbolizes a fresh chapter in our growth story. We are excited to leverage Assembly’s expertise and insights to support our portfolio of brands and connect with consumers in more meaningful and engaging ways,” said Lisa Pillette, Global Chief Marketing Officer at Fossil Group. Fossil Group, Inc. is a global design, marketing, distribution and innovation company specializing in lifestyle accessories. Under a diverse portfolio of owned and licensed brands, its offerings include watches, jewelry, handbags, small leather goods, belts and sunglasses. Fossil is committed to delivering the best in design and innovation across our owned brands, Fossil, Michele, Relic, Skagen and Zodiac, and licensed brands, Armani Exchange, Diesel, DKNY, Emporio Armani, kate spade new york, Michael Kors and Tory Burch.

  • U.S. Army

    The Department of the Army introduced its first-ever marketing campaign focused on Army Civilian careers. For individuals who are looking for a career where they can have impact at scale, or those looking for a new challenge in their career, “Find Your Next Level” highlights the unique career paths available to Army Civilians. “Find Your Next Level” will be featured across national media, including television, print, digital billboards, streaming video, social platforms and audio channels, encouraging today’s workforce to imagine what the future of their career might look like with the Department of the Army. “Boxes” will be distributed in Spanish to capture a wider audience and showcase the dynamic environment of the Department of the Army. The launch of the campaign coincides with the debut of a new Army Civilian brand, which includes a new Army Civilian logo and supporting creative elements reflective of the overall Army brand launched in 2023. “Today’s workforce seeks meaningful careers, but few see Army Civilian Careers as a source of those opportunities,” said Brig. Gen. Antoinette Gant, chief of the Army Enterprise Marketing Office. “Find Your Next Level” aims to bridge this gap by demonstrating how today’s professionals can apply real-world job skills to impactful projects and careers they can’t find anywhere else.” Army Civilians play a critical role in the Army’s success, using their skills in over 500 career paths across many fields, including contracting, finance, cybersecurity, engineering, and beyond. With more than 265,000 employees, the Army Civilian workforce is one of the largest groups of Civilian employees within the Department of Defense and dates back to the founding of our country in 1776. “Find Your Next Level” features two campaign videos that share an inside look at two Army Civilian Careers that highlight the overall scale and impact of Civilian roles and the opportunities that await Civilians seeking careers with purpose:“Boxes” captures an Army Civilian physical scientist and his team as they drill into the ice to take ice core samples, demonstrating the unique and global nature of a Civilian career.“Sky” shows an Army Civilian satellite engineer working at an expansive satellite array with a team of people, transforming an intimate working moment into a high-scale project.

  • Levi’s

UM Worldwide (IPG) has been appointed Levi’s global media agency of record.

 

Portada LiveAt this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

 

  • Gamesa

Marias Gamesa

Ahead of Mother’s Day, the Mexican cookie brand Marias Gamesa® brought back Cafecito con Marias Gamesa, a platform offering a virtual community of support for Latinas navigating motherhood in the U.S. This year, Marias Gamesa is partnering with parenting podcast Super Mamás to explore the topics of relationships and prioritizing personal interests after the brand’s recent survey revealed Latina moms aren’t leaning on their village of support, including their own moms or mother figures. The need for connection between Latina moms and their own mother figures is highlighted in Marias Gamesa’s latest digital campaign “Márcale a Mamá” (“Call Mom”), which serves as a reminder that no matter how busy or challenging life becomes, a call to mom can be as powerful as a hug. In addition to joining in on the #CafecitoConMariasGamesa conversations on social, Marias Gamesa wants fans to stay connected with the moms in their lives with a reminder to #MárcaleAMamá. Viewers could catch the campaign running on Meta, YouTube and TikTok through Mother’s Day. “As a brand that prides itself in being as authentic as mom’s love, Marias Gamesa celebrates all the effort, energy and love that moms and mother figures continue to pour into their families and everything they do. We want to help reconnect them to their personal passions and the important relationships in their lives,” said Gustavo Cecilio, senior marketing director, PepsiCo Foods North America’s Hispanic Business Unit. “With the return of Cafecito con Marias Gamesa and the launch of our new “Márcale a Mamá” campaign, we hope moms feel seen, heard, and appreciated on Mother’s Day and beyond.”

  • Visa (Soccer)

Inter Miami CF announced a premium multi-year international partnership with Visa. Visa becomes the Club’s first-ever Official International Payment Services Partner, joining a winning lineup of world-class partners within the Club’s strategic portfolio. This relationship makes Visa an international partner of Inter Miami CF. It expands Visa’s long-standing commitment to the world of fútbol, the passion of its fans, and a shared vision for a vibrant future. As an International Partner, Visa holds exclusive rights within its category to activate the Inter Miami world-renowned brand, substantially strengthened with Argentinean soccer star Messi’s engagement in May 2023, membership across all five continents, igniting passion and connectivity across borders. Markets include but are not limited to Argentina, Brazil, Colombia, Ecuador, Paraguay, Peru, and Uruguay in South America, Mexico in North America, Costa Rica and Panama in Central America, Dominican Republic and Jamaica in the Caribbean, alongside France, Germany, Italy, Portugal, and Spain in Europe. While Visa boasts partnerships with renowned global sports entities, this marks the company’s newest collaboration with a Major League Soccer club. “From Miami to Latin America and the Caribbean and virtually every corner of the world, fútbol is way more than a game: it is a passion that makes our hearts beat, unites communities and cultures. Our partnership with Inter Miami CF reflects our dedication to enhancing this experience for fans and supporting players on and off the field,” said Luciana Resende Lotze, Head of Marketing for Visa Latin America and the Caribbean. “We will team up with Inter Miami CF to extend the passion for fútbol internationally, by creating new and exciting opportunities for fans to connect and have chances to live unique experiences with the Club.” The partnership will provide Visa clients and customers with exclusive access to elevated experiences with Inter Miami CF. Some unique experiences for Inter Miami CF fans and Visa cardholders will include Practice Experience, a Pre-Match Warmup Experience, a Post-Match Photo, Stadium | Training Center Tours, and Exclusive Merchandise.

  • Magellan (Soccer)

Chicago Fire FC and Magellan Corporation, a leading independent distributor of specialty steels, announced an expanded multiyear agreement that will unveil Magellan as the Club’s Official Jersey Sleeve Sponsor. As part of the expanded agreement, Magellan branding will be featured on the sleeve of the First Team home and away jerseys and appear across the back of player training tops. In addition, Magellan will be named the presenting partner of the Club’s major fundraising initiatives benefiting the Chicago Fire Foundation. Magellan was previously announced as an Official Partner of Chicago Fire FC, including being named as the presenting sponsor of the Chicago Fire Foundation’s Annual Season Kick-Off Luncheon, and supporting partner of Foundation’s P.L.A.Y.S. (Participate, Learn, Achieve, Youth, Soccer) Program.

To celebrate the announcement of the Club’s new jersey sleeve sponsor, Magellan, and the Chicago Fire will be giving away four field side seats to tomorrow night’s match against the New England Revolution. For a chance to win this incredible experience, Fans must like, retweet, or comment on the announcement post across Chicago Fire social channels. Field Side Seats, presented by Magellan, are one of the Fire’s most premium seating options at Soldier Field.

  • Vallarta

    Vallarta Supermarkets has launched its new VallartaGo App, allowing users to have their groceries delivered or ordered for pickup within ten miles of their closest Vallarta Supermarket. The Hispanic grocery store company said that for now, the VallartaGo app is available only to shoppers living in the vicinity of the Canoga Park supermarket (8201 Topanga Cyn Blvd). However, the grocery chain said the service will roll out to 25 additional locations later this year. “With VallartaGo, our customers can now order or pick up their groceries within a mere 10 miles of our store, revolutionizing how they shop for essentials. We’re incredibly excited about this launch and its potential to enhance the shopping experience for our valued customers”, said Lizette Gomez, Marketing Director at Vallarta Supermarkets.

  • The Boy Scouts of America

    Scouting America

    The Boy Scouts of America announced that it will rebrand to Scouting America, reflecting the organization’s ongoing commitment to welcoming every youth and family in America to experience the benefits of Scouting. The change will go into effect on February 8, 2025, the organization’s 115th anniversary. This announcement also comes as the organization celebrates the fifth anniversary of welcoming girls into Cub Scouting and Scouts BSA programs. Scouting America currently serves more than 176,000 girls and young women across all programs, including over 6,000 who have earned the rank of Eagle Scout. “Though our name will be new, our mission remains unchanged: we are committed to teaching young people to be Prepared. For Life,” said Roger A. Krone, president and chief executive officer of Scouting America. “This will be a simple but very important evolution as we seek to ensure everyone feels welcome in Scouting.”

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