SALES LEADS: Lionsgate, Lexus, Topo Chico…

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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  • Lionsgate

Publicis’ Starcom USA unit has won studio Lionsgate‘s media account. The assignment, which is estimated to bill US$400 million annually, makes Starcom Lionsgate’s media planning and buying agency of record.Lionsgate studio also operates pay TV channels Starz, Pop and Epix.





  • Lexus

Lexus brand will sponsor the web series aimed at multicultural Millennials “I Turn My Camera On” on, Mediapost has reported. The series features actor and photographer Lance Gross. The 10-episode digital series, created with Macro Digital Studio, explores Gross’s world and his famous crew. The series features Omari Hardwick, Kelly Rowland and her husband Tim Weatherspoon, King Bach, Keke Palmer and Simone Missick. The first episode features Michael B. Jordan. A new episode will be available every Wednesday at 12 noon EST.  Additional episodes will be announced in November.Lexus’ digital content channel L/Studio is sponsoring the series and will feature exclusive behind-the-scenes content on on nuanced storytelling with universal themes, Macro aims to resonate with multicultural Millennials.

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!

  • Coca-Cola

Topo Chico sparkling water from Mexico has become part of the Coca-Cola family. The Coca-Cola Co paid US$220 million to Arca Continental, S.A.B. de C.V., the second largest Coca-Cola bottler in Latin America, which owns the rights to the Topo Chico brand. The deal was made through the American beverage giant’s Venturing & Emerging Brands unit. The vast majority of Topo Chico’s U.S. sales are in Texas — about 70 percent.Topo Chico’s “legacy team” will join Coca-Cola’s VEB unit but remain based in Texas. The acquisition marks a full circle for Topo Chico; the brand’s parent company was the first to bottle Coke outside the United States through a deal struck in the 1920s.


  • Northgate/ Cardenas Market

Anaheim-based Northgate Gonzalez Market has sold its stake in seven Los Altos Ranch Markets in Arizona to rival Hispanic retailer Cardenas Market.The sale comes more than three years after the two leading Southern California Hispanic retailers joined forces to buy Pro’s Ranch Markets, which had seven stores in Arizona, two in New Mexico and two in Texas. The value of the deal was not disclosed.Northgate said selling the Los Altos stores will allow the company to focus on its expansion plans in Southern California. The deal is expected to close in 45 days. During the transition, Northgate said it will continue to provide operational support at the Los Altos stores in Arizona.Northgate operates 40 stores in Orange, Los Angeles and San Diego counties. Northgate did not reveal its growth plans for Southern California.Cardenas operates about 30 stores in Riverside and San Bernardino counties as well as Las Vegas.

  • Astral Tequila

San Francisco-based Erich & Kallman has been appointed agency of record for Astral Tequila, owned by Davos Brands, following a formal review. The agency is tasked with creating a market launch plan for Astral. It will also lead video, digital, print, social and OOH components for the brand.E&K was cofounded last year by Steven Erich, former president and partner of Crispin Porter + Bogusky, and Eric Kallman, former executive creative director at Goodby, Silverstein & Partners and Barton F. Graf, as well as creative director at Wieden & Kennedy. The agency has worked with various brands, including General Mills, Chick-fil-A, New Belgium Brewery, Gusto, Church’s Chicken and MTV.




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