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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TurboTax®, the tax preparation provider owned by Intuit, announced the launch of its 2017 advertising campaign. Titled “Relax There’s TurboTax,” the campaign includes the brand’s return and fourth consecutive appearance in America’s biggest football game (Super Bowl). The campaign includes five broadcast spots, in both English and Spanish, and web films showing reassuring conversations that happen between TurboTax experts and customers, played by celebrities Kathy Bates, DJ Khaled, David Ortiz and Karla Souza. A series of new spots, including “Kathy Bates Scary Dependents,” “David Ortiz New Job,” “DJ Khaled The Exercise Program,” and “Karla Souza Dependientes,” launched over New Year’s, during NFL and college bowl games, with additional spots rolling out over the next few weeks.The campaign includes media integrations, digital and social activations and will continue throughout the 2017 tax season in high-impact sports, entertainment and cultural moments—including a 45-second ad on Sunday, February 5 in America’s biggest football game.The campaign was created in partnership with independent advertising agency Wieden+Kennedy, based in Portland, Oregon and multicultural agency Grupo Gallegos.
Walmart has confirmed that it appointed Minneapolis-based Haworth Marketing + Media to handle AOR duties and its’ US$900 million U.S. media account with.Haworth will play a number of roles including media planning and placement, strategy for brand integrations and strategic partnerships in the marketing, media and entertainment arenas.
- The U.S. Army
The U.S. Army has issued an RFP for its next ad and marketing program contract, valued at US$4 billion over ten years, Mediapost repots. IPG’s McCann is the current incumbent and is expected to defend. The base contract of the new pact would have an initial five-year term but potentially, the new agreement could span 10 years if options to extend are exercised. The work would cover marketing efforts for the “Active Army, Army Reserve, Army Civilian workforce, and the Army National Guard. In addition, campaigns may be required for influencer and multi-cultural markets.” It also includes development and production of creative; planning and purchasing of media; strategic planning/research; local marketing; event marketing; interactive marketing; promotions marketing; public relations; multi-culture advertising; as well as online and social media.
- U.S. Bank
Minneapolis-based U.S. Bank, which is operated by U.S. Bancorp, has appointed Crossmedia as its new media agency of record following a review. The bank spent US$45.7 million on measured media in the U.S. last year.
- TD Bank
TD Bank has appointed Havas Media U.S. as its media agency of record following a review. TD Bank spends around US$70 million annually on ads, according to Kantar Media.The incumbent was Tierney, part of Interpublic.Havas will be responsible for all of TD Bank’s media across video, print, digital, mobile and social marketing as well as analytics duties.TD Bank is one of the ten largest banks in the U.S., with more than 8 million customers and 1,200 locations primarily along the East Coast.
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Luxury automaker BMW has made agency changes in the U.S. KBS will remain the brand’s lead creative agency, but lose social media, CRM and web development assignments. Omnicom’s Critical Mass has been appointed to handle web development following a competitive review. Interpublic Group’s UM, which won BMW’s North American media planning and buying account last July, will retain the account. BMW spent US$314.1 million on U.S. advertising in 2015, according to the Ad Age Datacenter.
- Kia Motors
Independent creative agency Grupo Gallegos is launching Kia Motors America’s first social media campaign targeting Hispanics. The campaign, #SantaEnCasa (Santa at Home), also marks the agency’s first social media effort for Kia. This year Kia has a “Holiday On Us” sales event that aims to “bring joy beyond the holiday season” by picking up the tab for the first two months and allowing consumers to postpone payment for five months. In order to showcase what joy beyond the holidays looks like, Grupo Gallegos has created a humorous campaign showing what happens when Santa comes to drop off presents on Christmas and then stays with a family well past the holiday.Encompassing five spots created by Grupo Gallegos, the campaign shows Santa as a fish out of water while doing daily chores at his new home away from the North Pole. For example, in the spot Medias (Socks), we see Santa folding laundry with the family’s mother, and Santa taking each sock and putting a gift in it like you would do so for a stocking. The campaign will launch on Kia Latino Facebook and on Instagram, and in addition to the five videos the campaign will include month-long content of Santa’s happenings as he encounters his new life outside the North Pole. The campaign will also be supported via paid media and with the hashtag #SantaEnCasa.
To get detailed contact information about the decision makers behind these campaigns, access an interactive database of more than 2,500 marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier firstname.lastname@example.org to activate your subscription.
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