SALES LEADS: Marriott International, Campbell, Mattress Firm…

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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  • Marriott

American multinational hospitality Company Marriott International, Inc. is launching a review of its global media planning and buying business. This is the Company’s first formal media review since 2011 when it awarded MEC the assignment. Recently, MEC merged with agency Maxus to become Wavemaker. Sources said that Wavemaker would participate. Last year, Marriott merged with Starwood Hotels to become the world’s largest hotel company. Marriott International is headquartered in Bethesda, Maryland, in the Washington, DC metropolitan area.It has more than 5700 properties in over 110 countries and territories around the worldMarriott spent over US$232 million on ads in the U.S. in 2016 according to Kantar Media.


  • Campbell

The Campbell Soup Company has put its’ global media planning and buying account in review, Adweek reports. Incumbent agency is WPP and Group M agency MEC which has held both U.S. and global media since 2006. Prior to that MEC was Campbell’s U.S. media agency beginning in 1999. Campbell spent some US$165 million on U.S. measured media in 2016, according to Kantar Media.





  • Mattress Firm

The Publicis Groupe agency was named U.S. media agency for Mattress Firm, America’s largest specialty mattress retailer, and will handle both media planning and buying for TV, radio, print and out-of-home. Independent agency Clearlink, based in Salt Lake City, will continue to handle digital buying. In May, Mattress Firm selected Droga5 to handle its creative. Out is Houston-based The Company, which previously handled media for Mattress Firm and which opted not to defend, according to an Adweek report. Other agencies participating in the media review were Carat and MediaCom.




  • David’s Bridal

David’s Bridal, an American retailer that specializes in wedding dresses, prom gowns, and other formal wear, has appointed Spark Foundry as its media AOR following a competitive review. Horizon Media was the incumbent.David’s Bridal spent US$13.70 million on advertising during the first six months of this year, similar to the US$13.44 million spent during the same time frame in 2016. The retailer’s full 2016 budget was US$22.43 million, according to Kantar Media. Spark Foundry will handle traditional media planning and buying, data and analytics, measurement, and content marketing.



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!


  • Nemiroff Vodka

Campbell Ewald has been appointed U.S. vodka brand Nemiroff’s AOR following a review. The agency will handle creative, media and interactive duties. Nemiroff is sold in 80 countries, ranking as one of the top 10-selling vodkas worldwide.






  • The J.M. Smucker Company

The J. M. Smucker Company or Smuckers, an American manufacturer of fruit spreads, ice cream toppings, beverages, shortening & peanut butter, has launched a review only to the CRM portion of the business. Creative and media for the brand remain with Grey and Carat.According to Kantar Media, J.M. Smucker spent US$86 million on paid media in 2015.





  • Kia

With the new 2018 Rio arriving in showrooms, Kia Motors America (KMA) is launching a comprehensive marketing campaign. The centerpiece of the campaign, entitled “Small Can Do Big”, is a 90-second spot which makes its broadcast debut tonight during Game One of the NBA Tip-Off between the Boston Celtics and Cleveland Cavaliers on TNT. The spot features a Rio 5-door and a group of percussionists, musicians and DJs using Kia’s versatile, stylish and capable new subcompact as the main musical instrument. A 30-second spot, entitled “Bird’s Eye” and airing simultaneously on national and local broadcast properties, rounds out the television component of the campaign. This manifesto-style ad conveys the message that size should never be considered a factor when it comes to achievement.Produced in conjunction with David&Goliath, KMA’s advertising agency of record, this inspirational campaign challenges viewers to think beyond perceived limitations and dream big. Additional campaign elements include 60-, 30- and 15-second general and Hispanic market versions, as well as online and digital assets including integrations with Spotify and Snapchat.

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.