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.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@www.www.portada-online.com.
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Mars Inc., an American global manufacturer of confectionery, pet food, and other food products and a provider of animal care services, has kicked off a global media agency review. Mars Inc. spends an estimated US$1.5 billion on measured media annually. Currently, Mars Inc.’s media planning is handled globally by MediaCom. Media buying is locally contracted, with Publicis Media’s Starcom, handling the majority of local markets, and Mediacom and OMD handling the rest. The three agencies will continue to be contracted to Mars throughout the period of the review and have been invited to participate in it. Mars review is aimed at integrating planning and buying with a single global partner. Media and marketing consultant ID Comms will assist the company with the review process.
- H&R Block
H&R Block and Walmart have announced that H&R Block will be the new, exclusive DIY desktop tax software provider available at Walmart stores nationwide, and sold directly by Walmart on walmart.com. This exclusive retail partnership brings the value, innovation and support of H&R Block DIY desktop software products to the world’s largest retailer, making the DIY products even more convenient for clients to purchase, and ultimately prepare their taxes and get their maximum tax refund.Among the key product enhancements for this year’s desktop software products is the addition of “drag and drop,” which easily imports tax information from any source, including last year’s tax return from other tax prep services. While new features like drag and drop save customers time by seamlessly prepopulating information on their tax return, H&R Block also remains committed to saving its clients money with unbeatable value.H&R Block DIY desktop software can be purchased in stores nationwide at Walmart, Walmart Neighborhood Market and online at walmart.com.
“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”. Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19. Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers. Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.
Bose has appointed WPP as its global agency to handle creative, media, localization, production and digital marketing, following a review. The business will be handled by a “custom-built team” of WPP shops, which were not identified by the company or agency. The WPP team consists of creative shop Grey Group, digital agency Wunderman, marketing implementation unit Hogarth Worldwide and media agency MediaCom, Adweek has reported. Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
- Western Union
The Western Union Company, a leader in global payments, has announced the launch of its Spanish and Mandarin language offering via the Western Union® mobile app in the US, for iOS and Android.In addition to sending money to more than 200 countries and territories, with the updated app consumers can now check transfer fees and exchange rates, track a transfer, find Agent locations and access My WU®program information in English, Spanish or Mandarin. Consumers can fund transactions using digital payment options such as their bank account, Apple Pay, and debit/credit cards. They can also use the “Pay in Cash” feature to enter transaction information in their preferred language, and then pay in cash at a participating Agent location.To use the new multi-language app, consumers can simply toggle between their choice of languages within the app.According to the U.S. Census Bureau’s 2016 American Community Survey, more than 40.4 million people in the U.S. spoke Spanish at home. Western Union research shows that the top reasons for sending money for Hispanic consumers include providing regular support, living expenses, or gifting funds.
- Celestial Seasonings
Celestial Seasonings, a tea company based in Boulder, Colorado, United States that specializes in herbal teas (tisanes), but also sells green, white, chai, and black teas, has appointted Laundry Service as its digital AOR. Laundry Service, part of Wasserman’s Cycle Media, will handle digital media, social strategy, creative, content creation, community management, and media buying for the brand. The companies have already launched a campaign that includes a flock of influencers who explain why Celestial is their tea brand of choice. Influencers in the campaign include Sara Forte and Summer Rayne Oakes. Laundry Service is a full-service marketing agency that offers services across social, digital, and more traditional channels such as broadcast and out-of-home.
- Daisy Brand
Daisy Brand and the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico, announced a multi-year partnership, designating Daisy as the Official Sour Cream of the Mexican National Team’s annual U.S. Tour, now in its 16th year.Daisy Brand will receive exclusive promotional rights across the Mexican National Team’s U.S. Tour. One focus of the partnership will be a custom content series highlighting the role that family, food, and traditions play in the lives of Mexican National Team players. This content will be rolled out on the road to this summer’s FIFA World Cup in Russia.The Mexican National Team will kick off the 2018 U.S. Tour — and the team’s preparation ahead of the World Cup — in San Antonio’s Alamodome on January 31. The highly-popular CONCACAF nation will also play two back-to-back matches, March 23 in the Bay Area’s Levi’s Stadium and March 27 at AT&T Stadium in Arlington, Texas.Soccer United Marketing (SUM), Major League Soccer’s commercial arm and partner of the Mexican National Team’s U.S. Tour for more than 15 years, facilitated the agreement.
The Italian candy maker The Ferrero Group has finally acquired Nestlé U.S. confectionary business for US$2.8 billion in cash. Ferrero will acquire more than 20 American brands with a rich heritage and strong awareness, including iconic chocolate brands such as Butterfinger, BabyRuth, 100Grand, Raisinets, Wonka and the exclusive right to the Crunch brand for confectionary and certain categories in the U.S., as well as sugar brands such as Sweet Tarts, LaffyTaffy, and Nerds. The confectionary group will acquire Nestlé’s U.S. manufacturing facilities in Bloomington, Franklin Park and Itasca, Illinois, and the confectionary-related employees and will continue to operate through the offices in Glendale, California, as well as from its other current locations in Illinois and in New Jersey. Nestlé’s U.S. confectionary business generated sales of approximately US$900 million in 2016.The transaction is subject to customary closing conditions and regulatory approvals and is expected to close around the end of the first quarter of 2018.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@www.www.portada-online.com.