Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Coca-Cola
The Coca-Cola Company announced the launch of its latest brand campaign, aimed at inspiring a new generation of fans to live fully in the moment. In a world saturated with digital noise and constant distractions, particularly for younger generations, Coca-Cola is reasserting its role as a symbol for optimism and authentic human connection with a reminder to “Enjoy the moment with a Coca-Cola”. Through a series of films, the campaign is focused on real-life scenarios where younger fans break through the clutter and stay fully present in the moment, creating celebratory memories with Coca-Cola. The two films debuting in North America include Road Trip and Pool Party. As part of the campaign, Coca-Cola® will also launch its “Coca-Cola Summer Scratch-Off” QR code in North America. Fans who scan a QR code, found in the new films, will gain access to the “Coca-Cola Summer Scratch-Off” sweepstakes to enter a chance at winning a customized road trip and unlocking summer moments to escape distractions and enjoy those unplugged moments with prizes. Coca-Cola’s commitment to connecting with younger audiences is further amplified through the dynamic inclusion of global sensation Tyla, who lends her brand-new track, “Bliss,” to Road Trip, creating an auditory landscape that embodies the spirit of presence and joy. Starting May 22nd, “Enjoy the moment with a Coca-Cola” will debut in North America across TV, digital/online, streaming, and social platforms, followed by rollout in key global markets later this year. The North America campaign was created by WPP Open X, led by Ogilvy, supported by VML and Publicis.
In addition, WPP has solidified its position as the global marketing lead for creative and strategy at The Coca-Cola Company outside of North America, securing a renewed, multi-billion-dollar partnership. This confirmation follows a recent competitive review, just two months after the brand shifted its North American media planning and buying account from WPP to rival Publicis Groupe. To support the account, WPP launched a bespoke team named OpenX, which will oversee the entire Coca-Cola portfolio, valued at around US$4 billion, managing areas such as creative, media, data, and marketing technology. WPP will continue working all global markets, excluding North America, where Publicis Groupe now handles the media business.
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Dos Equis
Heineken USA has named LePub NYC—a Publicis Groupe agency—as the new U.S. creative agency of record for Dos Equis, as reported by MediaPost. The agency will lead all brand marketing efforts, with a major focus on a refreshed brand equity campaign slated for early 2026.This move builds on the existing relationship between Heineken and LePub, which already serves as both the global and local creative agency of record for Dos Equis. The brand’s U.S. portfolio includes Dos Equis Lager, Dos Equis Ambar, Dos Equis Cheladas, and Dos Equis Lime & Salt Zero.LePub‘s past client work spans notable brands like Toblerone, Bottega Veneta, Tinder, and Philips.
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LinkedIn
LinkedIn is undergoing a closed review to select a new lead creative agency, as part of a broader reassessment of its agency partnerships initiated by newly appointed Chief Marketing Officer Jessica Jensen, according to Ad Age. This review aligns with the platform’s ongoing efforts to refine its marketing strategy under new leadership. In 2024, LinkedIn is expected to generate roughly $4.21 billion in U.S. B2B advertising revenue, accounting for nearly 25% of the country’s total B2B digital ad spend. This solidifies its position as the dominant player in the B2B space, commanding approximately 47.2% of all B2B display ad spending in the United States.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].
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Vallarta Supermarkets
Vallarta Supermarkets, one of California’s top Latino-owned grocery chains, is turning up the flavor on 40 years of community, culture, and quality with the grand opening of its newest store in Colton, Calif. Located at 1250 Washington St, Colton, CA 92324, the store will officially open with a Grand Opening Ceremony on June 4th, 2025, at 8:15 AM, welcoming the community to celebrate this milestone together. Occupying 43,931 square feet, the new location brings with it numerous new job opportunities and the full suite of Vallarta’s signature departments, each designed to reflect and celebrate the traditions and tastes of Latin America. As part of their Grand Opening celebration and appreciation for the Colton community, Vallarta Supermarkets will be donating US$7,500 to local charities and schools and giving away reusable grocery bags filled with fresh, high-quality groceries to the first 300 customers. Vallarta Supermarkets is just a few taps away! Get your favorite grocery essentials and La Cocina hot, ready-to-eat meals delivered straight to your door through all major delivery services, including DoorDash, Uber Eats, and Instacart. From fresh produce to delicious carnitas tacos, enjoy the best of Vallarta anytime, anywhere.
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Vitamix
Colle McVoy has been named the integrated creative agency of record for Vitamix, following a three-month review. They will be responsible for Vitamix’s Household portfolio, overseeing creative, experience design, strategy, media, PR, social, and digital services. This follows a three-month review led by ROJEK Consulting.
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Schwarzkopf
Schwarzkopf, a global pioneer in hair color, care, and styling innovation for over 125 years, launched its latest brand campaign today, “Chapters of Change,” featuring Global Brand Ambassador, Actress, Producer & Entrepreneur Sofia Vergara and Global Color Ambassador & Celebrity Hairstylist Chris Appleton. The campaign celebrates the transformative power of hair color as a reflection of life’s defining moments—empowering individuals to embrace self-expression, reclaim their identity, and confidently own their personal hair stories. The campaign will be brought to life in a robust 360° content rollout — including connected and linear TV placements, paid and owned social, influencer marketing, and strategic partnerships. As Schwarzkopf continues to expand its footprint in the U.S., the campaign marks a powerful step in growing mass awareness and emotional resonance. As Schwarzkopf’s Global Brand Ambassador, Sofia Vergara is the embodiment of transformation, using her hair journey to showcase how every stage of life is an opportunity for reinvention. Chris Appleton, Schwarzkopf Global Color Ambassador and one of Hollywood’s leading hair experts, brings his expertise to the campaign, representing the salon professional community and spotlighting the transformative power of hair color. In addition to sharing Sofia & Chris’ stories, the “Chapters of Change” campaign will also spotlight real women at pivotal life moments – whether boldly reinventing themselves after heartbreak, embracing the balancing act of motherhood, or navigating new decades with confidence and style. Each chapter comes to life through powerful hair transformations, powered by Schwarzkopf’s trusted at-home and salon solutions.
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Catalina Snacks®
Catalina Snacks®, a leading innovator in better-for-you snacks and cereals, is lighting up the aisles with the launch of its first-ever national advertising campaign: “The Bright Side of Better TM“. The multi-media campaign includes streaming video and curated graphics produced by the brand’s creative agency, Nomadic, and will be rolling out across national platforms with the help of media agency, ICON International. The campaign signals a new era for Catalina Crunch, fusing vibrant visuals, craveable storytelling, and a serious nutrition punch to deliver one powerful message: that choosing nutritional snacks doesn’t have to mean sacrificing flavor or enjoyment. With high-quality, wholesome ingredients and uncompromised taste, the brand is inviting consumers to expect more from their everyday snacks. The dynamic advertising campaign will run on national connected TV, streaming video, YouTube, Meta, and TikTok. This comes on the heels of Catalina Snack’s impressive growth trajectory, including the brand’s expansion into over 28,000 retail locations nationwide and Cinnamon Toast becoming the #1 protein cereal on the market*. In 2024, Catalina Crunch eliminated 2.4 million pounds of sugar from consumers’ diets, with over one million pounds of sugar eliminated from consumer diets so far in 2025 alone**. The campaign also follows Catalina Crunch’s bold rebrand, which introduced a fresh new look and improved recipes, reaffirming the brand’s mission to deliver crave-worthy snacks that are as delicious as they are better-for-you. Supported with meaningful investment to drive awareness and invite new consumers to try Catalina Crunch, “The Bright Side of BetterTM” campaign will run May through October 2025, Fans and newcomers to the brand can purchase Catalina Crunch at catalinacrunch.com and Amazon, or at major retailers including Walmart, Costco, Whole Foods, Target, Sprouts and Kroger.
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Inspire Medical Systems
BarkleyOKRP has been appointed agency of record for Inspire Medical Systems, Inc., the leading provider of innovative treatments for obstructive sleep apnea (OSA), following a competitive review led by consultancy Pile. The agency will oversee creative, strategy, media, PR, CRM, and customer experience to boost awareness of Inspire’s breakthrough neurostimulation therapy. Inspire chose to consolidate its marketing under BarkleyOKRP due to the agency’s culture-driven approach, cross-discipline integration, and bold creative vision. Inspire’s FDA-, EU MDR-, and PDMA-approved Inspire® therapy is the first of its kind for patients with moderate to severe OSA who struggle with CPAP.
