A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.
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Sprint named Droga5 as its AOR effective immediately. Droga5 will now be responsible for Sprint’s creative, brand strategy, brand positioning and overall brand experience. The account is moving from Deutsch to Droga5. Sprint will continue working with Alma for Hispanic Advertising. MediaVest/Spark will continue to be in charge of media buying and planning.
- Horizon Media
Horizon Media, the privately held media services agency, is launching a dedicated multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space. The newly formed practice will be led by Karina Dobarro, VP, Managing Director, and Pedro L. Rodriguez, Director, Social Strategy and Influence, at Horizon Media (Rodriguez used to work at People en Espanol).Horizon’s social practice is comprised of over 30 specialists (including six bilingual specialists), and is fully integrated within the agency’s larger planning teams to strategically leverage social media content and learnings for integrated media campaigns across all facets of the organization. Horizon Media clients include AVON(Media and Offline Media AOR agency), Burger King, and Capital One.The practice is currently available to all of Horizon’s clients.
- Warner Bros.
Time Warner Inc. has moved Warner Bros.’s US$250 million digital media account from an Omnicom media-buying to Dentsu’ agency Merkle as part of an effort to link up data across Time Warner brands. Omnicom will continue to handle the traditional media part of the account.Merkle also supports HBO. Time Warner brands include CNN-parent Turner and HBO.
Diageo Scotch whisky Buchanan’s has released the new Spanish campaign “Es Nuestro Momento” featuring J Balvin on FOX during the World Series. The 30 second spot aired on FOX and FOX Deportes, making this the first time Buchanan’s airs a Spanish-language commercial on national English-language television. “Es Nuestro Momento” is all about celebrating the greatness of the Latin community and the contributions they’ve made to the American culture, and there’s no better way to share this message than on national TV during a historical moment. This demonstrates how J Balvin is being a strong promoter of Hispanic culture and showcases how his music goes beyond borders and cultures. J Balvin is now the first Reggaeton artist to surpass 1 billion views on YouTube.
- Johnnie Walker & Wilmer Valderrama
Johnnie Walker joined forces with Valderrama, celebrated actor, director and activist, to travel to the U.S.-Mexico border to showcase the stories of Americans raised in close proximity to the border and the impact of cross-cultural influences on their personal progress. This journey to the U.S.-Mexico border was part of Johnnie Walker’s new campaign, Keep Walking America, which celebrates the cultural progress and diversity that is shaping the new face of America today. While on the border, Valderrama got up close and personal with the people and places that define this iconic border town. Diageo’s Johnnie Walker whiskies include Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label and Johnnie Walker Blue Label.Imagery and footage from Valderrama’s experience at the U.S.-Mexico border can be viewed at https://www.epklink.com/keepwalkingamerica.
Welch’s has appointed Interpublic Group’s agency Genuine to handle digital, social and mobile creative, media buying and strategy.Led out of Boston, Genuine has a dozen dedicated staffers on the account, said Chris Pape, founder and executive creative director of the agency. On the media side, Genuine plans on hyper-targeting on social media platforms such as Facebook.
Moroch Partners has been named agency of record for two new McDonald’s markets: the Northeastern Co-ops and the Mid-Kansas Co-ops, the latter of which is the largest Co-op in the U.S., Following a review. Stern Advertising previously handled both accounts. The Dallas-based independent agency will be responsible for all local marketing and communication efforts – including media, creative, public relations and social media services – for 85 restaurant locations.
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- NEXjet Corporation
Agency Grupo Gallegos has been named creative and strategic agency of record (AOR) for NEXjet Corporation, the full-service jet charter and aircraft management company based in Long Beach, Calif. Grupo Gallegos will be responsible for providing strategic and creative services for NEXjet Corporation, as well as heading up the company’s digital communications through website development and interactive campaign work. The agency will be tasked with targeting high-profile travelers and private aircraft owners looking to charter their jets. NEXjet Corporation is a full-service, jet charter operator based out of Long Beach, Calif. The company was founded in 2007 by John MacMillan and Tom Reed. NEXjet Corporation handles media in-house.
- U.S Census Bureau
The U.S. Census Bureau awarded its 2020 decennial census integrated communications contract to Young & Rubicam (Y&R), the global marketing and communications firm.The decennial census takes place every 10 years and is used to determine the number of seats each state is allotted in the U.S. House of Representatives and the amount of federal funds distributed to local communities. Y&R will lead a diverse group of companies, Team Y&R, focused on executing the first-ever digital census designed to efficiently reach every household in the U.S., Puerto Rico, U.S. Virgin Islands, Guam, Samoa, and the Commonwealth of the Northern Mariana Islands.
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