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

For prior Sales Leads editions, click here.

  • La Voz

NBCUniversal Telemundo Enterprises announced the integrated sponsors for the first-ever Spanish-language version of NBC’s hit series The Voice, which will be premiering on Telemundo on Sunday, January 13 at 9 p.m./8C. Sprint, State Farm and Toyota have signed on to produce creative show integration segments. The highly anticipated musical competition series, La Voz, is hosted by renowned TV personality Jorge Bernal and also features award-winning Latinx music powerhouses, coaches Luis Fonsi, Alejandra Guzmán, Wisin, and Carlos Vives. Sprint is the official Voting Sponsor of La Voz and of “El Family Room de Sprint” during the blind auditions. State Farm will provide a branded backstage area (“La Sala de State Farm”) surrounding saved contestants during the Battles and Live Rounds. Toyota will join the aspiring talent as exclusive automotive sponsor on their voyage to stardom. Fans will also take a behind-the-scenes look at contestants through a sponsored digital series, “Detrás de la Voz” chronicling the stories of each artist as they pursue their dreams. La Voz is a production of Telemundo, Talpa Media USA, Inc. And Warner Horizon Unscripted & Alternative Television. The series is created by John de Mol, who serves as executive producer along with Cisco Suarez, Executive Vice President, Primetime Non-Scripted Programming, Telemundo, Stijn Bakkers, Talpa Media USA, Tim van Rongen, Talpa Media USA and Macarena Moreno, Executive Producer, NBCUniversal Telemundo Enterprises.

 

  • Novamex

Novamex announced the purchase of Tio Gazpacho, an award-winning drinkable soup company with flavors inspired by Spain. Novamex is a leading importer and marketer of Mexican soft drinks and groceries in the U.S., and is rapidly becoming a platform for the growth and development of natural and organic beverages.Tio Gazpacho was founded by Austin Allan after he spent four years living abroad in Spain. Enamored with the country’s way of life and love of chilled soup, Austin knew that gazpacho could be a great way to bring a little bit of Spain to the U.S. while creating a product as delicious as it is healthy.  After partnering with Michelin-starred chef and restaurateur José Andrés, Tio has expanded its line to five unique flavors of portable chilled soup that are now sold in the Northeast, West Coast and Chicago Markets and online at Amazon.com. Tio Gazpacho had previously raised funds from 301 INC, General Mills’ business developmentand venture capital arm, CircleUp Growth Fund and other investors.

 

  • GM

General Motors provided full details on the massive marketing campaign for the 2019 Chevrolet Silverado, which will include ads on TV, radio, online, in print and through other mediums designed to reach new customers.First up are three new advertising spots entitled ‘A Little Bit Country, A Little Bit Rock ‘n Roll’, ‘Official Truck of Real People’ and ‘Tailgates‘ which will air on TV, online and in movie theaters throughout the first half on 2019. Chevrolet has also partnered with Amazon to advertise the 2019 Silverado on 7.1 million Amazon delivery boxes. Silverado ads will also appear on Amazon’s homepage and on the homepage of other popular websites such as Bleacher Report, USA Today, CNN and YouTube.Additionally, Chevy has partnered with multiple publications to take out fully sponsored front page cover designs (above). Chevy has also created dedicated, in-language, Hispanic-market versions of the campaign ads “to help ensure Silverado maintains its position as the top-selling pick-up among Hispanic buyers,” it says.The ad blitz for the 2019 Chevrolet Silverado will kick off tonight when the 60-second version of “A Little Bit Country, A Little Bit Rock n’ Roll” airs during the College Football Playoff National Championship, which starts at 8 PM ET.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • McDonald’s

McDonald’s media buying across the U.S. for local co-operative groups of McDonald’s operators since 2017 has been OMD. The agency also does McDonald’s buying at a national level, Adage has reported. But now, OMD is about to get some competition on the local business. The fast-food chain is conducting a review for the local U.S. media business and after this review, McDonald’s will allow local co-ops to choose from a variety of media agencies to work with. It remains unclear how many agencies are part of the review. Prior to OMD winning the local media buying business, regional co-ops hired their own media agencies, often having creative and media handled by the same shops.

 

 

  • Driven Brands

Driven Brands, parent to auto-service brands including Meineke Car Care Centers — has tapped Atlanta-based Publicis Media shop Moxie as its new agency AOR, following a review.Moxie, the marketing solutions agency Publicis Media’s Zenith acquired in 2006, will work on brand strategy, creative and media buying and planning for Charlotte, North Carolina-based Driven, whose brands also include Carstar and Spire Supply. Driven Brands Inc spent an estimated $24.7 million in measured media in the U.S. in 2017, according to Kantar Media.

 

Portada is co-producing the 10th Annual Hispanic Advertising and Media Conference and the Hispanic Sports Marketing Forum with MediaPost. We just got  confirmations of two major brands that will be participating:Driven Brands and Brown Forman. Early bird tickets for these must-attend annual conferences on September 14-15 in NYC,
are going fast, register here!.

Jose R. Costa, Group President of Driven Brands, has confirmed his participation at the Hispanic Advertising and Media Conference on Sept. 15. The Driven Brands family of automotive companies, headquartered in Charlotte, NC, is the parent company of businesses including MAACO® and Meineke Car Care Centers®, two of the most iconic brands in the automotive industry that have become a staple in American culture. Driven Brands, spends more than US$ 60 million a year in advertising and has more than 2,200 centers across the U.S. and Canada, which are predominately owned and operated by franchisees. Combined, all businesses generate nearly $2.0 billion in system sales. Costa will participate in a special session with other C-level executives of major corporations, who will explain why “multicultural has become the new mainstream“.

Alejandro Solorio, Multicultural Brand Manager for Jack Daniels Family of Brands, Brown Forman will participate in the panel “Do Multicultural Media Agencies have a reason to exist?” together with Zachary Rozenberg, president, Milner Butcher Media Group, Gonzalo del Fa, President, GroupM Multicultural and more leading practitioners who will be annouonced soon.

Other speakers that have been confirmed for the Hispanic Sports Marketing Forum and the 10th Annual Hispanic Advertising and Media Conference include:

    • Karina Dobarro Horizon, VP, MD, Multicultural Brand Strategy
    • Felix Palau, ‎Heineken,Brand Regional Director at Global Marketing Americas
    • Tracy Galindo Jewel Osco, Marketing Specialist
    • Nakesha Holley VP, Uniworld, VP Intregrated Communication
    • Neha Misra, Mbuy, Vice President, Strategy and Analytics
    • Stephanie Borges, Six Flags, VP, North America Strategic Marketing & Partnerships
    • Manny Rodriguez, 22Squared, VP/Media Buying Director
    • Ed Carias El Jimador Tequila Senior Brand Manager North America
    • Benjamin Krakow, Voter Guru, Founder
    • Analia Benedetti, Kellogg Company, Director Shopper Marketing and Multicultural a
    • Lindsay Stewart MaxPoint, Director of Vertical SalesMore speakers and exciting new sessions will be announced in the next few weeks!

Join us at PORTADA Mexico!