A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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- SC Johnson
Omnicom’s PHD has won SC Johnson US$600 million buying assignment following a review.Maxus, part of WPP’s GroupM was the incumbent.PHD will handle global media-buying duties. The planning assignment covers approximately US 300 million in brand expenditures and is managed out of PHD’s Chicago office.The broader buying assignment is significantly bigger. Estimates for the company’s global spend have been as high as $1 billion in recent years, although sources indicated that going forward it will about $600 million globally with about $300 million allocated to the U.S.The household products giant said that PHD will work with both of the company’s creative agencies, including sibling shop BBDO and Ogilvy, part of WPP. The company continues to work with both creative agencies globally.SC Johnson brands include Pledge, Ziploc and Shout, among many others.
Whirlpool has released the “Every day, care” campaign, an agency DigitasLBi effort, speaking to families that don’t fit the traditional stereotype. A 60-second spot titled “Dad & Andy” highlights the challenges and rewards of being a single father. Another spot titled “Finding Time” illustrates the challenges of being a single parent and how using Whirlpool’s Frozen Bake technology can save them time.These ads run on TV, online, Whirlpool.com and social channels.Whirlpool and DigitasLBi originally launched the Every day, care campaign in October 2014 to connect Whirlpool’s portfolio of products to the “value of the everyday care we give our families.” Since then, the brand has seen lifts in preference, purchase intent, and market share.DigitasLBi is responsible for all above-the-line creative, digital creative, media planning and technology. The Publicis Groupe-owned agency is also responsible for KitchenAid, Maytag, Jenn-Air and Amana brands.
- Delta Air Lines
Delta Air Lines has named AKQA digital agency of record , following a review. This partnership build on an already exiting relationship between AKQA and Delta as AKQA has served as Delta’s mobile agency of record since 2010. In its expanded role, AKQA will help create and manage digital experiences for Delta customers, including the flagship delta.com. Delta spent US$54.3 million on measured media in 2014, according to Kantar Media.
Fashion retailer H&M has launched its first-ever national recruiting campaign “Place of Possible” , which aims to attract talent interested in entering the fashion industry to support the company’s rapid expansion worldwide. The national advertising campaign boasts its benefits in online media, outdoor billboards, and in-store display ads, as well as a college tour featuring an H&M Airstream.The ads will spread awareness of what the company calls “competitive compensation, benefits and advancement opportunities that make H&M a viable and attractive launching pad for careers in fashion.”The advertising spots focus on individuality, allowing employees to express themselves in a variety of clothing and hair colors and styles.It’s not clear whether a creative agency or H&M spearheaded the campaign. H&M calls its marketing department a global advertising agency, where the team creates multichannel campaigns and produces marketing materials, but it does work with traditional creative agencies. It has also worked with Ogilvy & Mather Advertising, Shanghai.
- Dentsu Aegis Network
Dentsu Aegis Network has acquired agency John Brown Media, a content agency with over 200 employees globally. Its clients include John Lewis, banking brand RBS and healthcare firm Bupa.The John Brown Media brand will be retained, with chief executive Andrew Hirsch reporting to Dentsu Aegis Network UK and Ireland CEO Tracy De Groose.Hirsch will also collaborate with iProspect’s global president Ben Wood to integrate John Brown Media’s content publishing capabilities with the agency’s global solutions.