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What: MDC Partners announced the formation of Cultura United Agency, a new cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences. MDC, in partnership with Doner, has structured Cultura United Agency to help marketers and agencies effectively communicate and elevate brands in today’s increasingly multicultural marketplace. All media will be handled by sister agency Assembly.
Why it matters: This is MDC’s first major step into the multicultural market since its Hispanic unit Ramona closed in 2012.

Cultura United, based in Los Angeles, is set to be led by Anita Albán Gastelum, who has over two decades of experience in multicultural advertising and marketing communications. Albán Gastelum tells Portada that Cultural United is filling the separation gap between multicultural marketing and general market advertising by working side-by-side with brands and agencies and by using our collective resources to efficiently and creatively bring marketing programs to multicultural and general audiences.” Cultural United recently won business across categories including retail, beauty and cosmetics, working with clients such as JCPenney and JAFRA Cosmetics International. All media will be handled by sister agency and media partner, Assembly.

Cultural United is filling the separation gap between multicultural marketing and general market advertising,

With the U.S. being a multicultural nation, why does it still make sense to have multicultural specialized agencies as opposed to incorporate multicultural knowledge to “general” agencies? According to Gastelum, “More than any generation, today’s multicultural audiences are firm in retaining their cultures. They are not forced to give up one for the other. Multicultural agencies are needed to provide the cultural filter and insights that speak to them in a way that connects and makes them feel understood.”

MDC’s DNA

Gastelum adds that “in keeping with MDC Partners’ DNA of collaboration, “Cultura United leverages our multicultural expertise along with the superior creativity of MDC’s network of partner agencies to develop innovative approaches for solving business challenges. For example, with Doner, we’re tapping into the agency’s state of the art, 24 hours digital studio called The Underground and its analytics expertise.”

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • Heineken USA

descargaThis year, Heineken USA’s “Beers of Mexico” seasonal Fiesta pack will include Dos Equis AZUL, a limited edition blend of signature golden wheat lager and blue agave. The variety pack will also contain Dos Equis Lager, Tecate and Sol.Beers of Mexico will be supported by seasonally relevant cross-merchandising offers (where legal) revolving around Cinco de Mayo and other occasions. Channel-specific initiatives include IRCs (instant redeemable coupons) and MIRs (mail in rebates). Custom POS and a 10-case cross-merchandising stacker will provide shoppers with convenient, one-stop shopping and give retailers handy, out-of-section merchandising solutions. Ryan Thompson, brand director for Dos Equis, Heineken USA, says Beers of Mexico satisfies consumers’ growing interest in Mexican brews. According to Nielsen, variety packs have more than doubled retailer profits over the last five years, with Beers of Mexico growing three times faster than the variety pack segment and faster than any other Top 10 Variety Pack on the market.The Beers of Mexico program runs February through July 2015.

  • Wells Fargo

N5L2uOTF_400x400According to a recent Wells Fargo & Company survey (PDF)*, 78 % of Americans want to learn more about money management with 53% of respondents specifically wanting to learn more about credit. To help fulfill this need, the company today announced the launch of Path to Good Credit, a series of interactive websites that offer consumers information about building and improving their credit. Path to Good Credit allows consumers to navigate through quizzes, videos, tips, and infographics that illustrate how good credit can help them succeed financially.The new Path to Good Credit websites are free and offer:Interactive videos, tips, infographics and quizzes, in English and Spanish, that allow consumers to test their knowledge and learn ways to build and rebuild their credit.User-friendly content available via mobile devices for on-the-go lifestyles.Key topics and tips on how to build and rebuild credit, like making minimum payments on time for every account and the importance of reviewing their credit report regularly to check for any incorrect information.Clarity on common misconceptions about rebuilding credit, including the need to keep using credit even if a person has had credit trouble in the past.The new sites join an existing Path to Good Credit site, launched in late 2014, that was designed to help millennials understand credit.

  • ADT-Doner

descarga (2)In June, chief marketing officer Jerri DeVard moved ADT’s creative business back to Doner after only eight months with Arnold. Now Doner’s first work for the security mammoth has been released, featuring actor Ving Rhames as the brand’s first spokesman. The new campaign, which has three spots so far, leans on Rhames’ tough-guy image seen in films like the Mission Impossible series and Pulp Fiction. One spot in particular shows Rhames guarding a home in all sorts of weather conditions. The ads’ messaging also focuses on the technological advances that the Boca Raton, Fla.-based brand has made. The 140-year-old security brand had a 16-year relationship with Doner as its lead creative shop before moving to Arnold.ADT’s annual media spending is estimated at US$75 million.Below, one of the spots:

https://www.youtube.com/watch?v=jVJI2cB43cY

  • Spotify

9jWq0noU_reasonably_smallSpotify has hired Dentsu Aegis digital shop 360i to handle its entire U.S. media account, including planning and buying.The music-streaming service is shifting the business from incumbent Starcom, owned by Publicis Groupe. However, Starcom will continue to support buying in France and the U.K. The move goes along with a digital-oriented strategy for the popular music site.Spotify spent under US$10 million on domestic measured media in 2013, according to Kantar Media.media clients include the entire media account for Pernod Ricard.

  •  Hard Rock

F3IbyfA-_reasonably_smallHard Rock International has selected New York-based agency The Fearless Group as its media-buying agency of record for 2015.The Fearless Group will provide strategic analysis and implement advertising buys in the digital and mobile media space for the brand, including both its cafe and hotel businesses.Hard Rock spent about us$19 million on ads in 2013 and approximately US$13.3 million in the first nine months of 2014, according to Kantar. Hard Rock International operates 198 venues in 63 countries, including 152 cafes, 21 hotels and 10 casinos.The addition of The Fearless Group rounds out an agency team that includes The Zimmerman Agency, which handles global public relations efforts for the Hard Rock Hotel and Casinos and Coyne PR, which handles global public relations efforts for the brand and Hard Rock Cafes.

  •  Chrysler

u9dltiHF_400x400Automotive giant Chrysler has begun a digital agency review.In May 2010,the company named Sapient Corp.’s SapientNitro its digital agency of record, overseeing interactive duties for Chrysler, Dodge, Ram Truck and Jeep. The scope at the time included services such as interactive experiences, online advertising and site design and development, in addition to support for international websites, Chrysler corporate content and dealer initiatives.Sapient was acquired by agency holding company Publicis Groupe earlier this month, creating a Publicis.Sapient network overseeing other Publicis digital agencies. The network will defend the business.London-based Fiat Chrysler Automobiles, or FCA, owns Ram Truck, Dodge, Chrysler, Jeep and Fiat brands. It took shape in January 2014 after Fiat S.p.A., the automaker based in Turin, Italy, acquired 100% ownership of Michigan-based Chrysler Group. In regulatory filings, it said it spent US$2.79 billion, or 3.86% of worldwide net revenue, on global advertising in 2013.In the U.S., the Chrysler includes Chrysler, Dodge, Jeep and Ram. The company spent US$1.97 billion on total U.S. advertising in 2013, according to the Ad Age DataCenter’s last full year of available spending data. The company has also appointed independent shop Ignite to support social.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Join us at PORTADA Mexico!