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.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.
- Advance Auto Parts
Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.
- Wells Fargo
Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.
McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign, inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger. Led by We Are Unlimited, in close partnership with The Marketing Store, Burrell, Alma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.
2018 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.
- Amscot Financial
Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment. The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development. The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau. Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship. Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.
Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.
- Nestlé – Starbucks
Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.
Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M. MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.