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A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Telemundo announced that it will bring Exatlon to the channel on July 16. This will represent the debut of the sports-reality format that pits two teams against each other to test their physical, mental and competitive skills with participants that include celebrities, Olympic medalists, world champions, and amateur athletes. Erasmo Provenza hosts and joins Jessica Cediel, who will present highlights, updates and exclusive content.
  • PUMAPUMA has locked a new multi-year partnership with The Basketball Tournament, as the exclusive footwear and apparel partner. PUMA will receive promotional rights to all TBT games, including a presence on-site as well during all ESPN broadcasts. In addition, PUMA is offering an official endorsement deal to any player who competes in TBT and then signs on with an NBA team the following season. “TBT is a unique concept and a perfect tournament for us to get involved with as we kick off our re-entry into basketball,” stated Adam Petrick, Global Director of Brand and Marketing for PUMA. “We want to shake things up within the sport, and this tournament does that and more by providing opportunities for previously unrecognized talent, and giving fans new ways to experience the game.”

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  • Dak PrescottCowboys quarterback Dak Prescott signed a multi-year deal as the ambassador for Campbell’s. He’ll promote Chunky MAXX through 2020. He’s the first NFL QB to lock a multi-year deal with the brand since Donovan McNabb.
  • UFC and AirAsia announced that current “OnePride MMA Pro Never Quit” women’s strawweight champion of Indonesia, Linda Darrow has been selected as the first-ever student to be admitted into its UFC Scholarship program. As part of the program, Darrow will receive an all-expenses-paid trip to the United States to train at the UFC Performance Institute in Las Vegas.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

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  • L’Oreal

The beauty brands giant has selected WPP and GroupM’s MEC to handle all media planning and buying for its more than $2 billion in annual ad spending. MEC previously handled only planning for L’Oreal fragrances including Lancome. Incumbents that are out as a result of the consolidation include IPG’s UM, which has handled TV and print buying, Publicis Groupe’s Optimedia, which has handled planning for most of the other L’Oreal brands, and DigitasLBi, which was responsible for digital buying.

  • Procter & Gamble

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US.Read more.

  • Valero Energy Corporation

bbbbValero Energy Corporation, an international manufacturer of transportation fuels, petrochemical products and power has selected Campbell Ewald as its agency of record following a review. Campbell Ewald will be responsible for media buying and planning as well as creative and branding, and will also be tasked with with creating B2C and B2B initiatives to raise the profile of Valero’s branded gasoline. The agency will run the account out of its San Antonio office with support from Detroit. Valero spends around US$10-15 million annually on media, Campbell Ewalds client roster includes Country Inns & Suites,  Travelocity and Empire State Development.

  • Chewy by Quaker

descargaQuaker, owned by PepsiCo, has launched a review for its snack-bars brand Chewy. Quaker traditionally has had one agency for both its cereal and snack bar brands, but now, it is looking for different agencies for the businesses. EnergyBBDO, which had handled both brands, will continue to work on the hot cereal business. The call for a review comes as Chewy is losing ground to competitors like the quickly growing Kind brand, which has overtaken Chewy as the third-largest brand in the category. Quaker spent an estimated US$59 million on measured media for all its brands in 2014, according to Kantar Media.

  • Campbell’s Soup /’Arturito Soup’

Cornerstone_in_white_Square_400x400Campbell’s Soup has released a short spot of a little boy asking for “Arturito soup, Arturito soup” at the supermarket. His mother turns to an attendant for help and the young man suddenly has an idea of what the boy is talking about. It has to do with a galaxy far, far away.the campaign was an effort of agency BBDO, under the tagline “Made for Real, Real Life.”

https://youtu.be/DCoDi4Ed108