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.
BMW has appointed Los Angeles-based Cashmere as its multicultural U.S. agency following a competitive review. The agency will handle programs aimed at African-American, Asian and Latino audiences.Incumbent The Community declined to participate in the review.Among BMW’s other agencies are Goodby, Silverstein & Partners (lead creative agency); Universal McCann (national and regional media planning and buying); and Critical Mass (digital and social media).
- BB&T Bank
North Carolina-based BB&T Bank has appointed Knoxville-based agency The Tombras Group as its agency of record, following a review.Moxie and LGA were the incumbents.The agency will handle brand creative, strategic planning, digital transformation and media buying and planning for BB&T Bank.BB&T Bank, one of the 20 largest banks in the U.S., spent over US$8.1 million on measured marketing in 2017 and around US$2.5 million in the first six months of 2018, according to Kantar Media.
McDonald’s has significantly expanded its relationship with Doner by assigning strategy and creative AOR responsibilities for the brand’s national field activation program following a review. Moroch served as the incumbent. Under the assignment, the agency will customize national campaigns for more than 14,000 locations across the U.S.
Procter & Gamble is simplifying its business by organizing. Beginning July 1, 2019, the Company will operate though six industry-based Sector Business Units (SBUs) for the largest geographic markets, led by Sector Business Unit CEOs who will report to Taylor. These SBUs will have direct sales, profit, cash and value creation responsibility for its largest markets – U.S., Canada, China, Japan, U.K., Germany, France, Spain, Italy, Russia and smaller adjacent countries – accounting for about 80% of Company sales and 90% of after-tax profit. The SBUs will have responsibility for all facets of the business in these markets: consumer understanding, product and package innovation, brand communications, selling and retail execution, and supply chain. In these markets, the Company will continue to provide scaled market services to help the SBUs operate efficiently and with high quality.Responsibility for the remaining markets will be organized into a separate unit with sales, profit, and value creation responsibility.The Company reiterated this structure supports continued focus on the streamlined portfolio of 10 product categories; ongoing efforts to move resources closer to the consumers and customers it serves.
2018/2019 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.
Applebee’s wants its´customers to feel better with cheap alcohol and lots of food. That’s been the brand’s strategy since John Cywinski took over as its president in March of last year.With this strategy, Applebee’s US same-store sales increased 7.7% in the third quarter of this year, setting a 14-year record. Applebee’s customers have an average household income of $70,000, the company said. About 30% of its customers are Millennials, but it also sells to Baby Boomers and Gen Xers. And it serves more families and black and Hispanic customers than its peers.With a bigger advertising budget, Applebee’s poured money into campaigns that highlight the brand’s renewed commitment to indulgent food. The ads are designed to make you laugh and make people hungry. The brand is focusing on comfort food. The brand is investing in off-premise dining, technology and delivery.
- Auberge Resorts
Auberge Beach Residences & Spa will open the doors to the 15,000-plus square-foot The Spa at Auberge Beach, welcoming wellness aficionados and soon-to-be residents of the most sought-after address in Fort Lauderdale, where only a few select residences remain.Set on the picturesque shores of Fort Lauderdale, land and sea’s rejuvenating elements will be incorporated throughout every aspect of the resort-caliber spa, which has been masterfully conceived by The Related Group, Fortune International Group, Fairwinds Group and Auberge Resorts Collection, the internationally renowned ultra-luxury resort operator.The Related Group was established in 1979 and is America’s leading developer of sophisticated metropolitan living and one of the largest firms.The firm is one of the largest Hispanic-owned businesses in the United States with a development portfolio of projects worth in excess of US$15 billion.
2018/2019 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.