Molson Coors


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

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  • Molson Coors

18bd4c62e115703b3feaae375fdf2a43_400x400Brewing company Molson Coors has moved its’ US media business to Publicis Media, with the creation of a bespoke ‘Connect’ media solution. Zenith Media retained the account in the UK. The US account was valued by Kantar Media at US$340m in ad expenditures during the first nine months of 2016. IPG’s Initiative was the incumbent since 2008.Kinetic will continue to be the out-of-home partner in both the UK and the US. Recently, Molson completed its US $100 billion takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer. Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

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  • Mattel

7219_152274167599_148757037599_2648143_8226052_n_400x400Toy maker brand Mattel has appointed two Publicis Groupe’s MediaVest|Spark and DigitasLBI for media planning and buying duties following a review that began last October.Mattel spent around US$120 million annually on ads in 2015, according to Kantar Media. Prior to the new assignment, Publicis Groupe’s Starcom  handled planning and WPP’s Mindshare did buying.


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  • Destination Canada

descargaDestination Canada has two new agency partners who will help bring more travelers to Canada.The two media agencies selected to work on the account are IPG Mediabrands Canada (IPG) and DIG Digital Innovation Group Inc. (DIG).Destination Canada’s media agencies will be responsible for channel strategy; media purchasing for paid search; social media, programmatic digital media buying and traditional media; global and regional content partnership negotiations; technical media production and tag management implementation as well as analytics and reporting.Incumbents were OMD, in collaboration with DDB, and Acronym. Destination Canada will continue to work with OMD and Acronym through to the end of April.

  • CoStar Group

jjCoStar Group, Inc. launched the nation’s only exclusively Spanish apartment-listing site, Apartamentos.com. Built and tailored to meet the needs Spanish language households in the U.S., Apartamentos.com is the newest addition to the Apartments.com network of sites– joining Apartments.com, Apartment Finder, Apartment Home Living, move.com, doorsteps.com and realtor.com®. As part of CoStar Group’s process in pioneering a Spanish language apartment site, community listings have been subject to human translation for the most accurate and authentic presentation. Property Managers can receive leads in either English or Spanish, with on-line translation available. Every current and future paid advertiser on Apartments.com will receive a translated ad on Apartamentos.com to reach an even broader audience.

  • Philly Cream Cheese

images-1Philly Cream Cheese, a Kraft Heinz brand, is running its new “Tiene que ser Philadelphia”  Spanish-language advertising campaign. Ads are running in Telemundo, Univision and Unimas with online video ads also planned. In the new “Tia” spot, the power of creamy Philadelphia cream cheese transforms a family event into something enjoyable and irresistible for everyone. It showcases how the authentic and fresh ingredients that go into Philly give it power to transform everyday moments like these. The spot also highlights the brand’s less processed credentials – no artificial preservatives, flavors, or dyes in the soft cream cheese spread. For Philadelphia, this spot is geared towards their growing Hispanic market, supporting an affinity for this beloved brand. In addition to launching this new creative campaign, Philly is pushing into snacking with three new products launching early 2017 in nationwide retailers: Cheesecake Cups, Bagel Chips and Cream Cheese Dip, and Garlic & Herb Cream Cheese Spread. Creative agency behind the effort was Lapiz. Starcom Mediavest is Kraft Heinz media agency of record. Kraft Heinz spent $44.2 million on measured-media for Philly brands from January through October 2016, after spending $33.7 million in calendar 2015, according to Kantar Media.

  • PwC

descarga-2PwC (formerly Pricewaterhouse Coopers) is reviewing media agencies to assist in the execution of an advertising campaign, according to AgencySpy. A spokesperson indicated that this would be a strictly media agency review, but several parties close to the matter tell AgencySpy the remit goes beyond media strategy to include creative—and that Huge and Deutsch are among the shops currently pitching. PwC has been steadily building its internal agency Digiday profile for the last three years. PwC spent around US$11 million on paid media in 2015 and just under US$10 million during the first 9 months of 2016, according to Kantar Media.

  • DishLATINO

eugenio_derbez_photo_storytelling_exampleDishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a comprehensive campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward. The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities. Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” Periko & Jessi Leon star in a new music video. The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign. DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story. Eugenio Derbez, who will be among the first to create and share a customized image, shares more about how to create an image in this video (Spanish only).


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

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  •  Western Union

descargaMoney transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record in a consolidated £250m account following a review that started back in May. MullenLowe Profero has been Western Union’s global digital media agency since 2006.MullenLowe Mediahub has created Team Union to serve the account, which will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries.Western Union has reported advertising costs of US$166.3 million in 2015. In the U.S., it spent around US$20 million on measured media last year, according to Kantar Media.


  • Walmart

walmartAfter a lot a of speculation Walmart announced that it has consolidated its US$900 million U.S. media assignment with Minneapolis-based Haworth Marketing + Media.  MediaVest was Walmart’s previous North American media agency of record for nine years and is ending its relationship (on the media buying side) with the retailer as after this fiscal year ends on Jan. 31, 2017.





  • Molson Coors

18bd4c62e115703b3feaae375fdf2a43_400x400Molson Coors Brewing Co. is beginning a media agency review in the United States, Canada and the United Kingdom and plans to make a final decision in the first quarter of 2017.The review process comes as MillerCoors, a joint venture between SABMiller and Molson Coors, is set to become fully integrated into Molson Coors.Molson Coors’ business in Europe and in other international markets is not included in this process. MillerCoors currently has Initiative as its largest media partner in the U.S.MillerCoors spent US$920.8 million on U.S. advertising in 2015, according to the Ad Age Datacenter.


  • Wingstop

descarga-3Wingstop has hired Publicis’ Performics and Starcom USA as its’ media agencies after a competitive process. Performics will oversee all search and social for Wingstop, while Starcom USA will be responsible for strategic media planning and activation.With about 850 locations in the United States, Wingstop has also locations in Mexico, Singapore, the Philippines, Indonesia, and the United Arab Emirates.



  • Mars

descarga-2Mars has kicked off a media buying review in the U.K., China, India, Germany, Australia, New Zealand, Japan and Southeast Asia.Mars consolidated its global planning business with WPP’s MediaCom in December 2014. Neither the U.S. nor LatAm will be affected by the review. The company owns brands including M&M’s, Snickers, Twix, Dolmio, Uncle Ben’s and Pedigree, splits out its media planning and buying operations.


  • The California Milk Processor Board

descargaTo commemorate the 45-year legacy of legendary Hispanic TV icon “El Chavo,” CMPB and Grupo Gallegos (California Milk’s Multicultural AOR for 11 years), teamed up with Televisa and Grupo Chespirito to develop the first regional campaign to feature this iconic character.Grupo Gallegos created the “El Chavo y Leche” (El Chavo and Milk) promotional retail campaign to target Hispanic families during California’s fall season. Kicking off this month as an extension of Grupo Gallegos’ infamous “Atrévete a probarlo” (Dare to Try It) campaign, this new campaign uses the renowned imagery Grupo Gallegos has created for California Milk, along with the image of El Chavo and the tagline “¿Un vaso de leche con una rica torta de jamón? Atrévete” (A glass of milk with a delicious ham sandwich? Dare to try it.) Grupo Gallegos and CMPB are offering Hispanic consumers in California the opportunity to sample El Chavo’s iconic ham sandwich with milk, and take home a limited edition El Chavo barrel cup with the purchase of milk. Fans who share their photos with the hashtag #ElChavoyLeche will have the chance to enter a social media sweepstakes to win El Chavo branded swag and a gift card. Activations will be supported via a fully integrated campaign featuring TV spots, radio remotes, digital, as well as social, which will all drive consumers to more than 100 featured grocery stores in California.

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

::: Nissan- Ariadna México ::: Molson Coors ::: Beko – Spain ::: Kit Kat – Brazil ::: Viacom International Media Networks – Pulpo PR ::: Azúcar BC – Mexico ::: Cerveceros Mexico – Mexico :::

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If yo want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

image001After a long review, Ariadna México has been chosen by Nissan as it CRM agency. Ariadna México CEO, Alfredo García Alonso began leading the agency six months ago, directing a fresh and innovative approach. These new incorporation sets the beginning of a renewal process that seeks to strengthen strategic, digital and CRM offering that is being provided to current customers and also to reach further partnerships in the near future.

imagesThe North America-based brewing company Molson Coors is reviewing its global media planning and buying account with a decision on its agency partners expected in early October.The incumbent on UK media account is ZenithOptimedia while across the globe Molson Coors counts with a mixture of agencies including MEC, Initiative and Universal McCann. Pitch documents are understood to have already been presented to the brewer. Molson Coors brands include Carling, Coors Light, Grolsch and Molson.

BTBWA-Beko-eko, one of the leading appliances brand in the European market, has chosen TBWA agency to manage its corporate communication in Spain for paid, earned and owned media properties.The agency will work with Omnicom ‘s PorterNovelli Barcelona for the implementation of its’  corporate communications, public relations and events plan.

Kit-Kat-JWT and Mutato have created #meubreak campaign for Kit Kat in Brazil. The campaign involves innovative language and features young world referents as content generators Mystery Guitar Man, Bruna Vieira and Iberê Thenório. It was developed by both agencies, with an strategy based on the knowledge that the brand has on its fans: a young audience always connected with various media platforms and TV.

pulpo-Pulpo PR , the agency led by Juliana Fortunato and Axel Escudero,  was appointed as the new PR agency for Viacom International Media Networks (VIMN) in Argentina. It has been handling the corporate’s entertainment segment since July, working with clients such as Sundance Channel Latinoamérica, Ultimate Fighting Championship®, UFC Networks, Underground Producciones, QB9 Entertainment and Construir TV, among others.

azúcar-bc-Azúcar BC, leader in the reduced calorie sugars segment, has launched its new campaign “Choose your balance”, to refresh its image by presenting a more modern line with natural ingredients. With its’ natural ingredients, BC can easily replace regular sugar but bringing healthier and nutritional benefits.

cerveceros-de-méxico-Brewers Mexico-agency communication Eureka & Co. has added Cerveceros México to its list of clients, a group that brings together representatives of beer and malt sector.

The group seeks to position the Mexican beer as a product that contributes strongly to the industrial development of the country and provides significant economic and social benefits, becoming therefore a pride for Mexicans.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhard at 1-347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!