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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Scotch whisky Buchanan’s has launched the ‘Es Nuestro Momento Feat. J Balvin’ contest on EsNuestroMomento.com. Buchanan’s Whisky, in collaboration with global superstar J Balvin and powered by SoundCloud, is making Balvin’s acapella vocals of his unreleased “Es Nuestro Momento” track available for people (21+) to integrate into their own unique song creations for a chance to win a trip to the 2017 Latin Billboards in Miami and a chance to meet J Balvin in person.The song, inspired by the brand’s recent 360 “Es Nuestro Momento” marketing campaign, celebrates the Latino community and their positive influence on American mainstream culture. Through this contest, Buchanan’s aims to inspire people to pursue their passions and celebrate their successes. The contest provides an impactful and exciting platform for aspiring producers, musicians and the public, across genres to collaborate with a renowned Latin musician. Consumers will be able to enter the contest, as well as vote for their favorites by “liking” their favorite song on www.EsNuestroMomento.com. Voters will receive an exclusive download of the complete Balvin track! J Balvin will choose and announce the winner/winning track via his social media channels on April 19, 2017.Carat is the media buying agency, but they’re not handing the SoundCloud collaboration.
- John Hancock
Manulife, a financial services company which operates as John Hancock in the U.S., is reviewing its worldwide creative business, Adage reports. Hill Holliday has worked on the U.S. business for 32 years. Manulife works with Mindshare on most of its global media efforts. The company wants to focus on the creative now and “will see where things go with media” in terms of any upcoming reviews.John Hancock spent about US$23.8 million in the U.S. on measured media in 2015, according to Kantar Media.
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- North American Title Co.
North American Title Co. (NATC) has launched a new Spanish-language website to be a resource for Spanish speakers who are navigating the homebuying process. Located at www.nat.com/Spanish, the website focuses on content explaining how title insurance protects a homebuyer. It includes three new Spanish-language videos as well as several informational brochures to download.The brand knows Hispanics are very committed to pursuing homeownership as part of the American Dream. NATC’s Spanish videos are also located on the company’s YouTube channel, at www.youtube.com/natcvideo. They include “Understanding Title Insurance,” “Protect Your Homeownership” and “Advantages of an Owner’s Title Policy.”
Havas will merge global media and creative operationsin an effort to “accelerate integration” and create a “seamless” experience for clients, mandmglobal has reported.Both creative and media operations will become business units under a single regional P&L, with the new organisation to be overseen by former Havas Media Group chief Dominique Delport, who becomes global managing director and chief client officer.
- White Sox/ Miller
After a three-decade run with Miller Brewing as the team’s official beverage partner, Chicago White Sox have parted ways with the company after failing to reach a new sponsorship deal this off-season.The 2017 campaign will usher in a new era of beer marketing at Guaranteed Rate Field, with Victor N.Y.-based Constellation Brands signing a new three-year deal that makes Modelo Especial the “official import” sponsor of the Sox, Chicago Business has reported.The team has also closed a series of smaller marketing partnerships with local and regional breweries.The prevalent Miller Lite signage will be replaced by the one associated with Modelo. The brand will be especially visible in left field at the stadium, with signage on the outfield wall and a new “Casa Modelo” branded bar space on the left field concourse. It will also be shown on the team’s video boards in the outfield, behind home plate and along the Dan Ryan Expressway.But the Sox see significant marketing advantages to the team’s Constellation partnership in Modelo’s popularity among Hispanics. Fifteen percent of the fans who went to Sox games last year were Hispanic or Latino.The team will begin the 2017 season without a single official domestic beer partner.The Sox and Miller had a partnership since the mid-1980s.
Tropicana is unveiling the new national TV spot and campaign “Feel Like A Billion” to launch its new probiotics-infused juice line, Mediapost has reported.In addition to the TV spot , created by BBDO, the campaign is supported by digital, social and in-store shopper marketing. In addition to BBDO, the campaign has support from MullenLowe (PR), VML (digital/social), TPN (shopper marketing) and OMD (media buying).The campaign’s theme plays on the 1 billion live and active cultures found inside each 8-oz. serving of new Tropicana Probiotics. The new juice line is being positioned as one that will “help you feel good so you can take on anything,” according to the client, which is part of PepsiCo.
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