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.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at [email protected].
- The LEGO Group
IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.Publicis Groupe’s Starcom was the U.S. incumbent since 2004.The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.
Multinational sportswear manufacturer Adidas is conducting a global media agency review, according to sources. Dentsu Aegis’ Carat is the incumbent in the U.S. The brand spends about US$300 million annually on ads worldwide, per an estimate by Campaign. Carat is expected to defend its assignment.
MetLife has selected MediaCom as its new U.S. media agency of record after a six-month review. MediaCom will lead media planning and buying for all of MetLife’s businesses in the U.S., including Retirement & Income Solutions, Property & Casualty and Group Benefits, the largest provider of non-medical benefits in the country. MediaCom will start buying duties as of January 1st, 2018, as incumbents MEC and Merkle transition off the business.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
- Vallarta Supermarkets
Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced the grand opening of its 50th store located in Pasadena, California. The new supermarket, located at the Renaissance Plaza Shopping Center on the southwest corner of North Fair Oaks Avenue and Orange Grove Boulevard was previously occupied by a Vons Supermarket. The totally remodeled 50,000 square-foot facility was built with an investment of US$8 million, and will maintain the services of a Wells Fargo bank branch as well as a pharmacy.With the opening of its new store in Pasadena, Vallarta Supermarkets has launched into a new multicultural market with the creation of a new design style of its stores and new offerings in the food and beverage shopping experience. The store will also improve the quality of life for local residents with convenient one-stop shopping and access to traditional and healthy food options.To attract Pasadena clientele, Vallarta spared no effort in giving their store a new look. The opening of the Vallarta supermarket will not only provide new and varied options for buying groceries for Pasadena residents, but will have a positive economic impact in this area of the city with the creation of 330 local jobs.Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno).
Accenture Interactive has been appointed Fiat Chrysler’s Maserati global agency for its Maserati brand across the U.S., Asia, Europe and Latin America without a pitch, Ad Age first reported. Accenture will oversee Maserati brand and creative work, digital advertising, strategy and content production, campaign management and analytics. Accenture currently does some work for parent company Fiat Chrysler.The agency will focus on Maserati’s eight leading markets, which include the US, China, Germany, the UK and the Middle East. Those markets account for about 85% of its global sales. Publicis Media will continue to handle traditional media-buying, after Starcom won most of the global media account for Fiat Chrysler Automobiles, the parent company of Maserati, a year ago. Interpublic’s UM holds the media-buying account in the US and Cohn & Wolfe handles Maserati’s social media globally.
Interjet’s Toronto and Montreal flights to Mexico City and Cancun just started this summer and already the airline is seeing load factors of close to 70%. The airline wants agents to know that Interjet fares are now in Sabre and Amadeus, and that access through Travelport (parent company of Galileo and Worldspan) “should be ready by early 2018”.Interjet pays 4% on its air-only as well as vacation packages including air, hotel and ground transportation through Interjet Vacations.The airline jumped into the B.C. market with return fares starting at $519. The carrier bills itself not as a low-cost carrier, but as a value carrier. The carrier is also still flying high on its TripAdvisor recognition as a 2017 Travelers’ Choice winner, for best airline in Mexico. All of Interjet’s Canadian gateway flights, from Toronto, Montreal and Vancouver to Mexico City’s Aeropuerto Internacional Benito Juárez, as well as to Cancun International Airport, operate four times weekly.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at [email protected].