A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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- General Mills
General Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar.
Joanne Davis Consulting has been retained to assist with the review process.
- U.S. Navy
Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.
Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.
- Darden Restaurants
Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.
Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.
Horizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.
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