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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Retail chain Macy’s has selected BBDO New York as its new creative agency. Incumbent creative agency, New York-based Figliulo & Partners is out. Macy’s is one of the biggest advertisers in the category, spending close to US$700 million on measured media in 2016. Dentsu’s Carat, which became the company’s U.S. media agency of record in 2012 and won the global assignment the following year, will not be affected. Macy’s spent US$681 million on measured media in 2016 and a combined US$243 million during the first two quarters of this year, according to the latest numbers from Kantar Media. Macy’s previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30’s.
Heineken is betting heavily on soccer,m because the sport is the ideal fit for the brand’s target audience – multicultural millennials. According to Felix Palau, global marketing director of Heineken North America: “There are around 45 million U.S. soccer fans on social media today. It doesn’t mean they’re not interested in NFL or basketball anymore. It’s just that they’re broadening their sports repertoire.” Heineken’s soccer marketing effort started in 2015 when the brewer replaced Budweiser as the official beer of Major League Soccer (MLS). Since then, Heineken has sponsored eight local soccer teams in cities across the U.S., worked with the International Champions Cup to bring European matches to the U.S. and launched soccer-related campaigns with big-name soccer players. Beyond the stadium, Heineken localizes content on digital channels, using players from local teams it sponsors and soccer stars. Palau said Heineken sees its soccer strategy as a 10-year commitment. According to research, Heineken conducted through through Nielsen, t the likelihood MLS fans buy Heineken increased by 11 percentage points from 2015 to 2016. Felix Palau will be one of the participant’s in Portada17 on Sept. 13 and 14 in New York City. More info here.
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!
Food chain Domino’s Pizza has extended its advertising and related services agreement with MDC Partners’ CP+B through 2020, Mediapost has reported. The agency will continue handling creative, brand strategy, media planning and digital initiatives.The agency has also helped Domino’s ramp up ordering platforms and loyalty programs. Domino’s now generates 60 percent of orders via digital channels in the U.S.Domino’s Pizza now has more than 14,200 stores in over 85 international markets. It reported global retail sales of nearly $10.9 billion in 2016, with more than $5.3 billion in the U.S.
- Carnival Cruise
Carnival Cruise Line has named MDC Partners’ Anomaly its new creative agency of record, following a competitive review, according to people with knowledge of the matter.The agencies in the final round of the review, which was run by SRI, included Anomaly, Droga5 and R/GA. Havas’ Arnold previously handled the account but did not defend the business. The budget on the account comprises some US$60 million, according to people familiar with the business. Carnival Cruise parent Carnival Corp. expects revenue to increase 3.5% in 2017. Last spring, Carnival consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.
- PHP Agency
Mostly Hispanic market targeted financial marketing company PHP Agency has closed a US $10.0 million expansion financing round. The round will help the agency accelerate growth and strategic expansion.The Company has differentiated and distinguished itself by recruiting multicultural agents in their 30’s to the life insurance industry. Retired boxer, promoter and entrepreneur Oscar De la Hoya is an investor in PHP Agency.The company was founded in 2009 to expand the availability of life insurance and annuities to the middle class – the Hispanic population being a major targeted segment – and is licensed in 49 states. It has been profitable and fast growing since its inception, generating a trailing CAGR of nearly 50% and a current string of nine consecutive quarters of record revenue.
Totto, handbags, accessories and apparel brand, has announced its official launch in the U.S. The Totto brand has managed to make its way into 56 countries.Founded in 1987 in Bogota, Colombia, the brand is available at 600 locations worldwide.Available in December, the T-Track offers GPS locator, a USB charging port, integrated lock, ergonomic design, and more. Another product, the Bunker Pack 3.0 Backpack, features material similiar to that used in bulletproof vests, security buckles, and four hidden pockets, including one with anti-RFID technology, makes it ideal for keeping belongings safe wherever you go.
Sprint is betting big on influencer marketing with its latest #LiveUnlimited campaign, and has enlisted influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.