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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 Multicultural consumers right now.

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  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. Separately, Publicis Media recently integrated its Tapestry and MV42 multicultural agencies into their general market agencies.  Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

  • Toyota

Univision Deportes announced Toyota has signed on as the first official sponsor of juanfutbol, the social-first soccer channel recently launched on Facebook focused on creating socially-native content for Hispanic millennials. Toyota’s launch sponsorship with juanfutbol, combined with their overall Univision CONCACAF Gold Cup partnership, will provide an exceptional multi-platform experience for passionate soccer fans. Fans can watch all the Gold Cup matches across Univision’s portfolio of networks including Univision, UniMás and UDN, as well as the Univision Deportes App (iOSAndroid), Univisiondeportes.com and Univision Now. Juanfutbol will engage fans even deeper with interactive content featuring players that “gave it their all,” bringing fanáticos closer to the action.Together with Toyota, juanfutbol will create interactive branded posts throughout the three-week Gold Cup tournament, pitting North American, Central American and Caribbean neighbors and rivals against each other. Gold Cup includes a total of 25 matches and 12 teams vying for a spot in the playoffs and qualify for the 2021 FIFA Confederations Cup. Juanfutbol will announce the player who “gives it their all” integrating Toyota’s brand messaging and enticing fans to engage with content.As a sponsor of the CONCACAF Gold Cup, Toyota will ignite soccer passions through its “Dale Duro” multichannel communications campaign featuring the Toyota Tundra.

  • PODS Enterprises

MullenLowe Mediahub, part of Interpublic Group, has been appointed  media agency-of-record for Florida-based PODS Enterprises, a storage and moving services, Mediapost has reported.The win follows a review.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • WPP

WPP continues consolidating its’ agencies. Now, the conglomerate is folding  shopper specialist POSSIBLE into digital and crm agency Wunderman.Some months ago the network also merged media agency Maxus into its larger sibling MEC, whereas Mindshare absorbed Ogilvy’s Neo. POSSIBLE will continue to operate as a stand-alone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read. The combined agencies have more than 9,200 people in 200 offices in 70 countriesThe combination offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health.  Among the clients the two agencies share is software giant Microsoft.

  • Budweiser

Beginning today, 11 states will see their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available as from July till the end of September, Budweiser’s newest look celebrates the local states Budweiser and its breweries call home.Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that relentlessly produce America’s No. 1 full-flavored classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.To continue the celebration of its local breweries throughout the summer, Budweiser will also host brewery open houses, air unique radio spots in each market, featuring local Budweiser brew masters and/or the brewery’s general managers and present its first-ever “Budland” festival bringing together the best of LA’s local music artists, fashion and food.

https://youtu.be/giG86A3gwQo

  • Alaska Tourism Industry Association 

Anchorage-based Spawn Ideas agency has won the Alaska Tourism Industry Association account including strategy, media buying and planning. The business had previously been held by Brilliant Media Strategies for 30 years.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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What: WPP’S agencies POSSIBLE and Mindshare have partnered to help brands leverage their media and ecommerce investments across the Amazon ecosystem.
Why it matters: It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible.

WPP’S agencies POSSIBLE and Mindshare are launching a new offering to help brands leverage their media and ecommerce investments across the Amazon ecosystem. To continue to meet the needs of clients on such a vast platform, POSSIBLE and Mindshare have teamed up to create the first comprehensive solution for brands across Amazon.

This combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem. Pairing the media planning and buying, data analysis, and strategy expertise from Mindshare with the ecommerce, data analysis, and creative expertise of POSSIBLE, both agencies will unify sales, brand marketing, and shopper and ecommerce efforts for greater efficiency and impact.

55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members

Together the companies  will offer:

  • Channel strategy, assortment optimization, content development and optimization, and shelf management
  • Media planning, buying, and optimization on Amazon
  • Innovation services focused on building new brand experiences (Dash, Alexa, etc.)
  • Measurement, reporting and analytics that provide a holistic understanding of a brand’s presence and performance within the Amazon ecosystem
  • A centralized source of knowledge and insight focused on Amazon Prime members

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon,” says Frank Kochenash, global SVP of commerce at POSSIBLE. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”

Further bolstering this offering, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem, from supply chain and operations, to assortment planning, operational marketing, content optimization, and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and which includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will bring this full-service solution to GroupM clients globally.

The offering will be available through POSSIBLE and Mindshare in Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta, London and Singapore.

Amazon has become central to the lives of both consumers and brands. In fact, 55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members. This makes Amazon not just a retail giant, but one of the world’s largest media owners.

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What: Media agency Mindshare and digital shop Possible have teamed up to create Content+, a new content unit aimed at generating real-time micro-content. Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, Mindshare’s adaptive marketing engine,  rolled out earlier this year.
Why it matters: Agencies are sharpening their tools as they develop more data assets and devise ways to distribute content, in context, on a real-time basis.

mindshare-sharelogoWPP’s  media agency Mindshare and digital shop Possible have joined forces to create a new unit called Content+, a content group  production hub that brings creative, production, data, technology and media under the same umbrella.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising. It  will develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.

Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, an adaptive marketing engine that  help clients to get rapid marketing responses in real time in fields such as programmatic buying, native advertising, e-commerce, video and mobile.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising.

The new hub is set to launch units in London, Singapore, and Shanghai with further expansion in the coming six months. In North America, Mindshare Entertainment – the network’s branded entertainment and content creation unit – will rebrand to Mindshare Content+ and Entertainment under David Lang, chief content officer of Mindshare NA, management.

“The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand-building vision to life with real time marketing for clients,”  said Nick Emery, global CEO, Mindshare.

“Content+ will allow both Possible and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands,” added Shane Atchison, Global CEO, Possible.

Content+ introduction comes after the launch sound-based advertising unit Audio+ and wearable tech capability Life+.