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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.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

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.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

What: For the first time ESPN will broadcast an eSports event in the Unites States. The EA Competitive Gaming Division (CGD) announced an agreement with ESPN to expand its worldwide reach. The EA Competitive Gaming Division (CGD) was created just over one year ago with the intention to build new experiences founded upon competition, community and entertainment.
Why it matters: According to SuperData’s latest report on the eSports market, the global eSports business is now worth $892 million and during 2017 it will exceed $1 billion. This has attracted big brand’s investment such as Audi, Coca Cola and Nissan.

For the first time in its history, ESPN will telecast an eSports event in the United States. The network has signed an agreement with the EA Competitive Gaming Division (CGD) to air the Paris Regional Final next Sunday, in more than 60 countries on various key platforms in English, Spanish, and Portuguese. The sports channel will also do some extra coverage of The FIFA Ultimate Team Championship Series available on ESPN2, ESPN Deportes and ESPN3.

“We’re expanding our competitive gaming portfolio to include events that also resonate with traditional sports fans, and EA’s FIFA Ultimate Team Championship Series fits perfectly into how we intend to continue to serve eSports fans moving forward,” said John Lasker, VP of programming and acquisitions, ESPN. “The opportunity to reach this passionate audience globally in multiple languages is exciting, and we are pleased to do so as part of our long-standing relationship with EA.”

Live broadcast of eSports  events that resonate with sports fans are becoming big business.

Additionally, the FIFA Ultimate Team Championship Series will be live streamed on YouTube and Twitch.

ESPN is not the first TV channel to broadcast eSports. Last May, ESL announced the launch of eSports!, the world’s first 24/7 esports TV channel. But it still is a novelty that a sports broadcaster such as ESPN has joined the eSports wave.

EA also announced that Madden NFL would continue to be broadcasted through NFL Network and Univision. The partnership will include the final three major tournaments this year: Madden Bowl, Madden Challenge and Madden Championship.

Last year consulting firm Deloitte predicted that during 2016 eSports were likely to have an audience of regular and occasional viewers of close to 150 million people.