TJ MAXX, Planet Fitness, Hyundai…and More

TJ MAXX, Planet Fitness, Hyundai… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • TJ MAXX 

T.J. Maxx, one of the largest off-price retailer of apparel and home fashions in the U.S.,  has named MullenLowe, Boston, as its new creative agency of record, according to multiple people close to the situation. Agencies involved in the pitch include 72andSunny, TBWA/Chiat/Day, New York and Venables Bell & Partners. The review was conducted by SRI Consulting. The home goods and clothing company parted ways with its previous agency partner, Grey Group  after 12 years, last June.According to a report by Kantar, U.S. media spending for TJ Maxx was US$17 million in 2020. According to Reuters, the unit that includes TJ Maxx and Marshall’s has seen same-store sales rise 18% in the U.S. from pre-pandemic levels as households stock up on apparel in preparation for back to work and school.

  • Planet Fitness

New Hampshire-based gym chain Planet Fitness has appointed Team Lift, a bespoke unit within Publicis Groupe, as its agency of record. The appointed follows a review that began in May. Team Lift will handle all creative marketing, media duties and data and analytics.Previously, Planet Fitness and its franchisees had worked with a roster of 16 agencies, many of them involved with local marketing efforts, while Kansas City, Missouri-based Barkley had handled creative duties for more than two years. 



  • Hyundai 

Canela.TV, one of the first AVOD streaming services for U.S. Hispanics, has partnered with Hyundai to bring the Ecuador World Cup Qualifier matches for free to viewers. The free, VOD content will include some of the most followed and watched teams for U.S. Latinos with key South America teams.The qualifier matches will run from September – December (with a 48-hour delay from the original air date). The 2022 FIFA World Cup will take place from November 21 – December 18, 2022 in Qatar. The international competition sees 32 nations compete against each other for the prize. Canela.TV is a streaming service that enriches the new generation of U.S. Latinos by providing free access to unique, culturally relevant content. For additional information on Canela.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at

  • PepsiCo 


PepsiCo, Inc. announced Juntos Crecemos, (Together We Grow), a US$50 million platform aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), addressing foundational business challenges, and supporting business growth over the next five years. Juntos Crecemos is part of PepsiCo’s Racial Equality Journey Hispanic Initiative, a US$172 million set of commitments launched in October of last year.According to a study by the U.S. Hispanic Chamber of Commerce, Hispanic-owned businesses alone contribute over US$800 billion in economic activity and play a central role in their communities. According to a Stanford University survey, as a result of the pandemic, 86% of Hispanic small business owners reported significant negative impacts, including complete closure, and were only half as likely as their white counterparts to receive Paycheck Protection Program (PPP) loans. This, coupled with the historic systemic barriers affecting wealth and educational attainment, contributes to smaller business income among Hispanic business owners according to research conducted by the Small Business Association.  Small business owners participating in Juntos Crecemos will have access to the Hispanic Digital & Delivery Program, a customized eight-week consultation curriculum tailored to meet their specific needs, including helping them improve their online presence, delivery logistics, online ordering, and marketing practices. Participants will also have access to consultation from experts via office hours, where they will receive coaching and guidance on devising solutions for business challenges.As part of the program, participating bodegas and carnicerías owners will also receive store essentials, including safety kits, consumer promotions and targeted digital media support. To help raise awareness of Juntos Crecemos and assist with implementation, PepsiCo has partnered with the Latino Food Industry Association (LFIA).As part of the Juntos Crecemos platform, The PepsiCo Foundation is officially launching the IMPACTO Hispanic Business Accelerator which will provide US$10 million in funding to help 500 Hispanic small food and beverage business owners in 13 cities across the U.S. grow their enterprises over the next five years. It will also help these owners overcome systemic economic disparities and create economic opportunity within the community by providing business coaching in English and Spanish and other resources.


CÎROC and Sean Diddy Combs continue their culture-shifting #CIROCStands initiative in support of Black excellence and achievement with their newest campaign, #CIROCStands for Black Businesses. Starting in New York City, CÎROC will amplify the stories and successes of three local businesses and their owners, providing them with national exposure the CÎROC brand brings and mentorship from renowned CÎROC Black Executive partners. Black Business Month ends on August 31st, but CÎROC wants to make sure that recognition of Black entrepreneurship is celebrated and promoted all year long. That’s why CÎROC’s new campaign will consistently amplify Black-owned businesses through digital content on its brand platforms, as well as PR outreach and digital out-of-home advertising in different cities throughout the year, highlighting stories of achievement and success. Kicking off the series in New York City is media personality and entrepreneur Angela Yee, who will host and visit three women-owned businesses in Harlem and Brooklyn. Joined by Emmy-nominated photographer/videographer Steven John Irby, aka @stevesweatpants, Angela will interview the business owners to explore their stories and spirit of entrepreneurship and celebrate their dedication and hustle. To further support these businesses, CÎROC will be redirecting their advertising dollars to feature these businesses together with the CÎROC brand on billboards in Times Square and each ground-breaking female founder will be paired with one of CÎROC’s Black Executive partners, who will provide mentorship.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at

  • Sedano´s

Sedano’s Supermarkets, the South Florida-based Hispanic grocery retailer, is launching the Sedano’s Retail Media Network created in partnership with Havas House, the global custom media, content and publishing division of Republica Havas. Sedano’s Retail Media Network will provide supporting brand partners with the opportunity to creatively showcase their products throughout the supermarket chain’s vast reach in Florida.The fully bilingual magazine will celebrate the richness of Latin cuisine and culture through engaging content, local stories and comida criolla recipes customers can make at home using ingredients from featured brands. The inaugural holiday edition will feature topics and recipes for Thanksgiving, Nochebuena and New Year’s Eve.Nuestra Sazón will be available online and will be delivered to homes throughout South Florida, ensuring visibility throughout the region and capturing the attention of shoppers while they are in the process of creating their grocery list and menus.Founded in 1962, Sedano’s Supermarkets started as a neighborhood grocery store in Hialeah, Fla., and has grown to serve diverse communities throughout the state, providing customers with Latin products.

  • Veronica’s Insurance

Veronica’s Insurance, one of the leading insurance brokers for Hispanics and Latinos, is now serving the Miami and N. Lauderdale communities after opening its first two locations in Florida. The company plans to open several more locations across the state in the coming months as part of its expansion plan. Veronica’s Insurance now has 16 franchises in three states, becoming the fastest-growing Hispanic insurance franchise in the U.S.The company recently announced its been named as the No. 1 franchise in the insurance category in Entrepreneur Magazine’s 2021 Top 500 New Franchises for its financial strength and stability, and brand power.The company also serves clients in their language to keep the roots of the Latino and Hispanic culture. Veronica’s Insurance has 24/7 customer service agents that are fluent in English, Spanish, and in an effort to be more inclusive, some service agents are now versed in sign language.Veronica’s Insurance is headquartered in Los Angeles, California, and makes up over 400 people. Veronica’s Insurance has more than 90 locations in California, Colorado, Texas, and Florida.

  • De Beers

De Beers Group, one of the world’s leading diamond companies, with unrivalled expertise in the exploration, mining and marketing of rough diamonds driving it forward since 1888, has named Havas Media Group its global media AOR, replacing incumbent Mindshare, which opted out of the pitch.The account will be serviced out of Havas Media Group U.K.