A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.
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- Tempur Sealy
Bedding and mattress maker Tempur Sealy is conducting a media agency review, according to Mediapost. GroupM’s WPP’s MediaCom has been the incumbent since last media agency review in 2013.The company spent nearly US$63 million on ads in 2015 according to Kantar Media.
- National Vision and MTV Networks
Mediavest/Spark has won media planning and buying for both National Vision and MTV Networks. Mediavest/Spark will handle local buying for Eyeglass World and planning and local and national buying for America’s Best Contacts & Eyeglasses. The agency won the account following a review that included four other agencies. The Richards Group was the incumbent, but chose not to participate in the review. Mediavest/Spark also won the MTV review and is replacing Fallon.The two new accounts each spend about US$50 million annually.
- Safelite AutoGlass
Safelite AutoGlass has appointed Horizon Media as its U.S. media AOR following a formal review, Mediapost has reported.Incumbent agency Havas Media had won the account back in 2015. Horizon will be responsible for media planning and activation across all channels, including online and offline media, search engine optimization, and search engine marketing. Safelite’s advertising budget is around US$30 million a year, according to Kantar Media.
Omnicom Group has launched its new full-service advertising agency for McDonald’s in the US, to be called ‘We are Unlimited’.The group was award McDonald’s US ad account in August after the fast food giant ended a 35-year relationship with Leo Burnett, part of Publicis Groupe.The new agency – which Omnicom said will be referred to as ‘Unlimited’ – claims to integrate strategic, creative and analytical capabilities to deliver across “all communications touch points”.BBDO New York’s Brian Nienhaus joins as chief executive to lead a senior team. Nienhaus will report to DDB North America chief executive Wendy Clark, who led the pitch to win the business.Unlimited will also feature embedded teams from The Marketing Store, Facebook, Google, Twitter, Adobe, The New York Time’ content division T Brand Studio.
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MillerCoors has appointed Chicago-based Arc, a subsidiary of Publicis Communications agency Leo Burnett, as lead agency for all of its U.S. retail business. Arc will remain the incumbent shopper marketing agency on Highlife and will handle retail duties for MillerCoors’ other brands marketed in the U.S., including the Miller and Coors brands, Blue Moon, Grolsch, Foster’s and others. Media is handled thought both an internal MillerCoors Media & Digital Marketing Team head up by Brad Feinberg, Sr. Director Media & Digital Marketing as well as an external Media Agency: Initiative (Chicago & NYC,) where Spencer Bahler is the Managing Director on the business.
- Crystal Cruises
Crystal Cruises is making an effort to highlight its ocean voyages by showing luring images of the worldwide destinations visited by their ships: Crystal Symphony, Crystal Serenity and Crystal Mozart.The two ads have been running on cable news channels CNN and Fox News.Apart from the TV campaign, Crystal has been working with what they call a very successful direct mail campaign and a social media and digital strategy.Crystal brought in a whole new team, and rebuilt its whole department, from the president down to its creative. The new team is now based in Miami, from where they started creating new strategies, which now include social media and digital.Today, thanks to its new marketing team, Crystal has one of the largest fan bases on Facebook of any luxury cruise line, with almost 260,000 followers and we will keep seeing Crystal ads on TV.
- Tidal Realty
Tidal Realty, a Southern Californian real estate broker present in La Mesa, Spring Valley, El Cajon, San Diego, Chula Vista and surrounding cities, is looking to advertise its services in San Diego county through digital and print media properties including sponsored content.
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