A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.
- Avocados From Mexico
Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., will be showcasing their new robust year-round shopper communication platform, initiatives, and partnerships at the upcoming PMA Fresh Summit Convention & Exposition in Orlando, Florida, at the Orange County Convention Center from October 18-20, 2018.The brand is launching its “Savor Every Moment” shopper communications platform.AFM will be launching its new year of national shopper marketing initiatives strategically designed to make 2018–2019 a resounding success. The lineup of partnerships includes CPG brands Ritas®, Tabasco® Sauce, Smithfield® Bacon and Tostitos® Tortilla Chips to support Fall Football, the Big Game, the Basketball Championships and Cinco de Mayo. AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the #2 usage occasion for avocados, with a salad-inspired digital hub. A first ever for produce, this e-commerce targeted site will incorporate shoppable salad recipes that initiates user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.AFM will also be partnering with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting Heart Health and National Nutrition Months as nutrition is the top category driver for avocados.
- American Express
American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media.
- Intel Corp.
Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.Intel Corp spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.
- United Airlines
United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year.PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.