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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Sprint Corp. has moved its US$700 million media account from Publicis Groupe‘s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR. Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives, by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.
Mitsubishi Motors has launched a creative review for its U.S. advertising business. Incumbent 180LA will not participate.The review will not affect Omnicom’s PHD, which has handled media planning and buying for Mitsubishi since 2004.Mitsubishi reported a US$1.6 billion loss for fiscal year 2016.Mitsubishi Motors North America spent approximately US$95 million on measured media in the U.S. in 2016, according to the latest numbers from Kantar Media. That total marked an increase over its US$82 million 2015 budget.
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- MEC/ Maxus
WPP’s media buying unit GroupM has merged media agencies MEC and Maxus to cut costs, since the two agencies have overlapping capabilities. There isn’t a name yet to the firm that will be led by MEC CEO Tim Castree. GroupM will invest the savings from the merger to expand digital agency Essence, which GroupM acquired in 2015, into a data-driven full-service media shop. Essence will be able to apply digital and addressable techniques to traditional media channels like TV, out of home and radio. The Maxus and MEC merger follows similar moves at other major agency holding companies to streamline commoditized media buying services.
- Elizabeth Arden
WPP’s MediaCom has won global media duties for Elizabeth Arden, effective July 1. PHD was the incumbent. Arden spent an estimated US$22 million on ads in the U.S. last year down from US$27 million in 2015, according to Kantar Media. Global figures weren’t available but most of the client’s ad expenditures are earmarked for the U.S., per sources. MediaCom is the media agency for Revlon, which purchased Elizabeth Arden last year for US$870 million. The client decided it made business sense to consolidate the accounts under one agency.
- Carnival Cruise Line
Carnival Cruise Line is looking for a new U.S. creative agency for the first time since 2008. AOR Arnold Worldwide was the icumbent for 9 years.Carnival Cruise is the most popular brand owned by parent company Carnival Corporation, which employs several agencies. The change won’t affect the brand’s relationship with Omnicom’s PHD, which won the global buying account last year. According to Kantar Media, Carnival spent less than us$27 million promoting its biggest brand last year. 2008 estimates pegged the value of the account at us$70-80 million.
Toy manufacturer the Lego Group has launched a review of its global media planning and buying business, according to AdWeek. Lego might be looking to consolidate its media duties into one agency network. Starcom is the US incumbent since 2000.
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:
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