A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Heineken USA is launching its “Bring Your Sunday Best” portfolio retail program, designed to provide consumers with hosting tips and party-relevant offers from the company’s Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands. To kick off the program, Heineken USA has enlisted All-Pro wide receiver Keyshawn Johnson to enhance the shopping experience. Through the company’s new Portfolio Playbook mobile site, Johnson provides a series of entertaining tips that highlight his expertise and personality. The site also includes recipes, special offers and planning tools designed to promote high-margin items. In store, the promotion will offer football-themed mass display elements, point-of-sale and cross-merchandising offers with channel-relevant brand partners including Stubb’s Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (c-store and drug) and FIJI Water (liquor). “The fall football season is in full gear and fans everywhere are making plans for their playoff and championship celebrations,” said Merrybeth Lannan, director of trade development for Heineken USA.”Heineken USA’s portfolio includes three of the top 10 selling upscale beer brands during the weeks leading up to, and including, the big game,” Lannan added. “Our brands not only elevate the consumer’s experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers.”Heineken USA’s Bring Your Sunday Best retail program runs from Jan. 2 through February.
- Spark wins Duke Energy and European Wax Centers
The media agency under the Starcom MediaVest umbrella in separate reviews won the Duke Energy account, which is expected to spend $30 million annually on advertising, and the European Wax Centers account, which is planning to spend $10 million in the year ahead, according to a report in MediaPost, citing sources.These accounts are relatively small but Spark has won more than 15 new pieces of media business this year with expenditures totaling $800 million. Spark, headed by CEO Chris Boothe, became the third major unit of SMG in February 2012.
MasterCard is starting a global Media agency review. The credit card company spent U.S. $126 million on U,S. media in 2012, according to Kantar, and the incumbent media agency is IPG’s UM, which has been invited to participate in the review, Ad Age reports.The review comes just a few months after Raja Rajamannar was named the new chief marketing officer at MasterCard. The account is a sizable one. UM earlier this year retained its global Hershey account.
Ellen Comley, former executive vice president and managing director at Havas Media, has been appointed Chief Media Officer at Waltham, MA-based Blitz Media, the agency said.Blitz has won a number of new accounts this year, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.
- Google – Publicis Digital Agencies
Digitas and Razorfish committed to spending U.S. $100 million of their clients’ money on Google properties including YouTube and Google Plus in what might be the biggest deal of its kind, according to Ad Age. Doing digital buys upfront gives the agencies discounted rates and encourages more cooperation in creating innovative campaigns.
The media agency and search engine will use audience data from both companies to create video content about topics that resonate with Yahoo users. Starcom clients Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc. will be among the launch partners on the project and will sponsor the videos that target specific audience segments. Media agencies on behalf of their clients are doing more major exclusive partnerships like this one with specific companies, where the agency can have more of a say in how the content is targeted for each client.
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