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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Anheuser-Busch InBev has decided to outsource U.S. media buying to an agency, putting in doubt the future of its in-house media unit. The brewer has not yet picked an external partner, but expects to complete its ongoing agency review in October. It is possible that the brewer would move some BMG employees to whatever agency it picks.A-B InBev is the nation’s 22nd-largest ad spender, shoveling out US $1.56 billion for U.S. advertising on brands including Budweiser, Bud Light, Michelob and Stella Artois in 2013, according to the Ad Age DataCenter.Agencies that survived an initial round of cuts include WPP’s MediaCom, Omnicom Group’s OMD, Publicis Groupe’s Spark, which is part of Starcom Mediavest Group, and Dentsu’s Vizeum, according to people familiar with the matter.The media changes are occurring under a new leadership team. Mr. Socquet joined the brewer’s U.S. division in January after running marketing in Canada since 2010. He recently elevated Lucas Herscovici, the former VP of U.S. digital marketing, to a newly created role called VP-consumer connections, which includes oversight of media, as well as digital and sports marketing.
Starcom MediaVest Group (SMG) has been appointed to handle the international Pay Per Click (PPC) and digital activity for Buyagift.The international deal follows a pitch against Netbooster.
‘YO SOY EL ARTISTA’: Toyota, Revlon, T-Mobile
Telemundo announced a multiplatform sponsorship initiatives with Toyota, Revlon and T-Mobile that will be part of its new reality competition series, “Yo Soy El Artista.” The program will debut on Sunday, September 14 at 8PM/7C. “Yo Soy El Artista” will air simultaneously in the U.S. on Telemundo and throughout Latin America on the cable networks E! and Telemundo Internacional. It will incorporate the Toyota Camry and Toyota Prius via engaging integrations throughout the 13-episode run. Toyota will also sponsor branded vignettes and cross-promotional segments about the series on popular Telemundo programs. The partnership will extend off the television screen with a digital component, “La Trayectoria” (The Path) and a Twitter Amplify program .Revlon will feature Revlon Luxurious ColorSilk Buttercream™ hair color in a number of multi-platform initiatives. Miguel Garcia, expert stylist for Revlon Luxurious ColorSilk Buttercream, will lead a three-episode challenge.T-Mobile will become the exclusive wireless sponsor and official voting partner for “Yo Soy El Artista,” in addition to providing on-air and digital integrations.
Stolichnaya Vodka’s new campaign, developed by Stoli’s new AOR Richmond, Va.-based The Martin Agency, is all about authenticity: Stoli as “the” vodka versus “a” vodka. The labels and cap stand out and the bottle is implied by the slightest color offset against a red background.The campaign also brings back TV ads, which will arrive in 2015. The effort includes print, out-of-home, and digital elements, all with the tag, “Stoli, The Vodka.” Digital includes 25 animated shorts running on Stoli sites like YouTube, Facebook, and Twitter, with shorter versions on Vine and Instagram.
Starcom has been awarded the global media planning and buying account for rental and hospitality website Airbnb. The account will be led out of the Chicago office with Starcom US working closely. The pitch was headed by TBWA\Chiat\Day Los Angeles, which partnered with TBWA\Paris and Lew’Lara\TBWA in Brazil as well as TBWA\Singapore and TBWA\London that had been working on projects with Airbnb in Asia Pacific and Europe. Also, TBWA has been appointed as global creative agency following a competitive review against unnamed agencies. Airbnb has more than 500,000 listings in 33,000 cities and 192 countries. The service was founded in August 2008 and is headquartered in San Francisco.
Southwest Airlines is unveiling a brand refresh as it grows up and out of the U.S.The carrier is revamping its campaign, tagline, in-airport signage and even the aesthetic of its planes. The initial effort breaks with a commercial unveiling the new plane design themed, “Without a heart, it’s just a machine.”The new push aims to raise that bar by drawing in new passengers beyond its faithful flyers with the message that unlike most airlines, it cares. The relaunch is by far the airline’s biggest to date. This push is different in that it covers all communications, products and even its airport kiosks. GSD&M led the marketing for the rebrand. Branding firm Lippincott handled the design of plane’s exterior, the in-flight materials, the in-airport look and the logo redesign, Razorfish handled the design of the Southwest microsite. Camelot, Southwest’s longtime media agency, fielded the media.
Jimmy Dean®, a brand that has long been associated with breakfast and the morning sun, has released a new integrated marketing campaign to introduce the brand’s new line of lunch and dinner offerings. The new marketing initiative is keeping the iconic Sun character as the central theme of the promotion, which aims at delighting consumers through unexpected moments that brighten their days. The campaign, developed by TBWA Chiat Day Los Angeles, includes the launch of the world’s first solar-powered GIFs as the highlight of the “Sun Cinema” event, a shadow selfie consumer sweepstakes, and two new television spots. The multi-faceted 360 degree campaign will also be supported through additional on-the-ground events, print, digital, social, out-of-home advertising, shopper marketing and public relations.
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