SALES LEADS: McDonald’s, Johnnie Walker, Adobe, Cubavera…

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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  • McDonald’s

McDonald’s will conduct a review of its US$2 billion global media buying account.The burger chain spends around US$2 billion on media annually world-wide, according to a person familiar with the matter. Incumbent OMD has handled McDonald’s ad-buying business for more than a decade in the U.S. and globally. The agency will be participating in the review. As part of its ad review, McDonald’s said it is moving away from a single global media agency and will instead select a small number of ad-buying agencies to work with globally.



  • Johnnie Walker

At a time when immigration is at the forefront of cultural conversation, blended Scotch Whisky brand Johnnie Walker is launching a new spot titled “Citizenship*,” which brings attention to the diverse backgrounds that represents the rich fabric of America today. The new creative, which is part of the brand’s ongoing Keep Walking America campaign, showcases the journey to becoming an American citizen. To support this new campaign, Johnnie Walker recently partnered with Wilmer Valderrama. America is a nation built of immigrants, comprised of different backgrounds and cultures and Johnnie Walker is honored to celebrate all citizens who call this country home. Johnnie Walker’s media planning and buying agency is Carat; the brand’s creative agency, Anomaly, developed the spot.



  • Cubavera

Cubavera, Perry Ellis International’s Latin menswear brand, celebrates Latin culture with the launch of the Wear Your Heritage web series. The campaign focuses on sharing the individual #SoyLatino stories of influential celebrities, athletes and community leaders and unveils what it is that connects them to their Hispanic culture.Much like a guayabera tells a story through its unique linen, colors and embroidery, the journey of each Latino is similarly marked by his/her country of origin and individual path. In honor of this journey, the Wear Your Heritage web series,  connects Latino icons such as famous cuban band Orishas, telenovela heartthrob Erick Elias, Univision’s Chef James, actors Gabriel Coronel, William Valdez and professional baseball players Jonathan Villar and Jose Berrios to their heritage. Throughout the series, influencers will tell the story of their upbringing, cultural background and how they are breaking barriers in their respective industries as Latinos. Stories of each influencer’s journey and childhood memories will culminate with how the Cubavera brand represents the Hispanic journey and lets individuals ‘wear their heritage’. The campaign includes a social component with a call to action for Latinos to share their stories with @Cubavera via the #SoyLatino hashtag.


  • Adobe

Software giant Adobe has launched its first U.S. media planning and buying agency review after more than a decade. Goodby Silverstein & Partners, the creative agency of record for Adobe since 2001, will not be affected by the review. The current review is said to concern only media and will therefore not affect GS&P’s creative responsibilities. It is not known which agencies will be competing for the business. Adobe spent about US$55 million on measured media in 2016 and US$27 million in the first half of this year, according to Kantar Media.





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  • Hasbro

Hasbro and NBCUniversal’s Telemundo and social media marketing agency Being Latino have closed an integrated Spanish-language media deal, Mediapost has reported. The deal includes a three-month campaign targeting Latina mothers, using Hasbro’s “Fun with Mom” messaging. The campaign began last October 23, appearing on Hasbro and Telemundo brand channels.Videos of Hispanic social media influencer Evesther will showcase moments with mothers and their children playing together and will highlight Hasbro products including Transformers, Play-Doh, Baby-Alive and Pie Face.The campaign will use the hashtag #MomentosConMamá to amplify social reach and receive additional exposure through NBCUniversal’s Social Synch offering.




  • BMW

German carmaker BMW has launched a review for its U.S. Creative AOR assignment, the has confirmed. KBS is the incumbent and has been invited to defend the account. In 2016, Interpublic Group’s UM retained BMW’s North American media planning and buying account after a review. The agency has also picked up media planning for BMW-owned Mini, after previously handling buying.BMW spent around US$200 million on measured media in the U.S. in 2016, according to Kantar Media.




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