SALES LEADS: Chico’s, McDonald’s, Alaska Airlines…

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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  • Chico’s

Chico’s, the national women’s clothing retailer known for bold prints and styles, aimed at women 45+, announced it has selected The&Partnership as its creative and media agency of record after a two-month account review.The&Partnership will spearhead all aspects of Chico’s brand marketing and execute an integrated campaign to support the brand’s re-launch and broaden the customer base beyond current loyalists. m/SIX, the full-service media agency within The&Partnership and backed by GroupM, will lead all media planning and buying.The first creative work will be delivered for the Spring Summer 2018 campaign.The digital and media portions of the business had previously been with Zimmerman of Fort Lauderdale, Fla.According to Kantar Media, Chico’s spent US$33 million on measured media in 2016 and approximately US$15.7 million in the first half of this year, less than the US$19.3 million it spent during the same period last year.

  • McDonald’s

McDonald’s has consolidated its customer relationship management, marketing business with Omnicom’s RAPP following a review.Teams from the digital shop will join the dedicated unit We Are Unlimited, a Chicago-based agency that came together after Omnicom won a U.S. creative review in late 2016. It joins other Omnicom-owned networks like Analect, Sparks & Honey, Critical Mass, Zocalo and Alma, which handles McDonald’s Hispanic marketing efforts. Last July, the fast food chain consolidated media buying for its regional cooperative marketing groups with OMD, the Omnicom Media Group agency that already handles the fast food giant’s national media assignment.McDonald’s spent more than US$786 on paid media in the U.S. last year, according to Kantar Media.



  • Alaska Airlines

Alaska Airlines has begun a nonstop service between San Diego and Mexico City’s Benito Juarez International Airport. San Diego is the third West Coast city to see nonstop service to Mexico’s largest metropolitan city with Los Angeles and San Francisco added in August 2017. With more than 100 flights a week to Mexico from California, Alaska Airlines offers California flyers more flight options to Mexico than any other U.S. carrier. The year-round, nonstop service marks the ninth destination Alaska serves to Mexico. Other destinations with service from California include Cancun, Ixtapa/Zihuantanejo, Loreto, Los Cabos, Manzanillo, Mazatlán, Puerto Vallarta and Guadalajara. Alaska began flying to Mexico in 1988. The Mexico City flights will utilize Embraer 175 aircraft operated by SkyWest Airlines. Alaska Airlines, together with Virgin America and its regional partners, flies 40 million guests a year to more than 115 destinations with an average of 1,200 daily flights across the United States and to Mexico, Canada, Costa Rica and Cuba.


NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Downey Nissan

Downey Nissan leads the brand in volume sales to Hispanic customers, nearly doubling its sales to this important market segment in 2017. At close of October, Downey Nissan also was the frontrunner in the brand’s Western region in year-to-date overall sales. A look at the faces behind this growth reveals a young, gender- and ethnically diverse team helmed by 31-year-old general sales manager, Nakita Joshi.Based in the Los Angeles metro area, Downey Nissan is on pace to sell just over 4,800 new and used vehicles this year. In April, Downey Nissan moved to a new 55,000 square-foot facility on Firestone Blvd., a bustling thoroughfare that intersects three cities representing a significant Hispanic population. Location and facility are keys to the dealership’s success.Rebecca Galvan is Downey Nissan’s marketing director.In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing.

  • AARP 

AARP announced the launch of an effort to raise awareness of the daily challenges faced by many U.S. Latino family caregivers, anchored by the release of a Spanish-language documentary, titled Cada Paso del Camino (Every Step of the Way). The film showcases the powerful and emotional stories of four Latino family caregivers, including popular Spanish-language television personality and outspoken caregiver, Marco Antonio Regil.  Ultimately, the documentary aims to start a conversation among Latinos on how to best plan for and manage the family caregiver role. As part of this effort, AARP is also highlighting the resources that are available to Latinos to help them as they take on the demands of this vital role. In particular, the documentary invites viewers to the refreshed AARP Family Caregiving website, or in English. There, visitors can gain access to helpful information, learn about local services, join an online community of family caregivers and connect with others who understand caregiving challenges. Latinos make up 21 percent of the estimated 40 million family caregivers in the U.S. providing unpaid care to their parents, spouses, partners and other adult loved ones.

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