A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
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- AB InBev
Anheuser-Busch InBev, one of the world’s largest brewer, has kicked off a global media planning and buying agency review for its’ US$2 Billion Global Media Assignment. The number of agencies the company aims to consolidate its’ business globally has not been determined.WPP’s MediaCom, the current U.S. incumbent, has held the account since late 2014. Globally, the company has eight agencies(from the six major groups: Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu) spanning all major holding companies to handle media operations in more than 50 countries.
- Casa Modelo®
Casa Modelo announced the launch of its newest ready-to-serve chelada, Modelo Chelada Tamarindo Picante. The second chelada flavor to join the Casa Modelo portfolio, Modelo Chelada Tamarindo Picante celebrates traditional Mexican ingredients – chipotle peppers and tamarind – to offer fans of Modelo a spicy yet sweet taste profile that embraces one of the most popular and growing flavor trends: the desire for unique, authentic flavor combinations. Casa Modelo is also home to America’s fastest-growing beer, Modelo Especial[i]. Modelo has been brewing distinctive high quality beer ever since, including Modelo Especial®, Modelo Negra™, Modelo Chelada Especial™ and most recently, Modelo Chelada Tamarindo Picante™. Modelo is is distributed and marketed in the by Crown Imports in the U.S.
- Budweiser/MLB Team
With the return of baseball season, Budweiser will introduce customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American dream. Budweiser’s limited-edition cans will arrive on Opening Day.Budweiser’s support of Major League Baseball is engrained in the brand’s DNA, with a rich heritage and history of partnership spanning more than 30 years.Team cans will be available on March 27 in the following markets: Baltimore, Boston, Chicago, Cincinnati, Dallas/Ft. Worth, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington D.C.
- Avocados from Mexico
Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico, talks to Portada about the brand’s upcoming marketing strategies, and how sports might be among them.
Omnicom’s OMD has won the global review of Italian eyewear giant Luxottica’s global media business.Luxottica, one of the largest global retailer of glasses, has an important brand roster, which includes LensCrafters, Sunglass Hut, Pearle Vision, Sears Optical, Target Optical, Glasses.com, etc. as well as Ray-Ban, Persol, and Oakley. The company also has a license to distribute glasses created by such fashion houses as DKNY, Chanel and Ralph Lauren.According to Kantar Media, the company spent US$135 million on measured media in the U.S. in 2015 and approximately US$100 million last year. Its global spend is estimated to be around UD$250 million across more than 150 countries.OMD will also handle the programmatic buying portion of the client’s business.
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- Darden Restaurants
Darden Restaurants, an American multi-brand restaurant operator headquartered in Orlando, has appointed Knoxville, Tenn.-based agency The Tombras Group as its’ media agency of record for five of its brands following a competitive review. The agency will handle media planning, buying and optimization for Bahama Breeze, The Capital Grille, Eddie V’s Prime Seafood Restaurant, Seasons 52 Fresh Grill and Yard House. U.S. marketing for these five brands is handled separately from that of Darden’s two biggest properties, Olive Garden and LongHorn Steakhouse. Neo@Ogilvy served as media agency of record for the five brands prior to the review, which included 16 agencies. Darden managed the process internally. Darden spent approximately US$3.5 million on paid media supporting the five chains in 2015 and US$4.2 million from January to November 2016, according to Kantar Media.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
–New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
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