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Kia, Lenovo, The Estée Lauder Company … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Kia America 

Southern-California based automaker Kia America and the live music and entertainment venue the Forum announced that the Forum will be known as the Kia Forum. Kia becomes the naming rights and official automotive partner of the only arena-sized venue in the U.S. dedicated to music and entertainment, marking the first U.S. naming rights deal for the automaker.The Kia Forum annually hosts the biggest names in music and entertainment, award shows, boxing, mixed martial arts, wrestling and more. It has been a SoCal destination for 55 years and as further proof of its impact on the region and industry, the venue was presented with the L.A. Conservancy Preservation Award in 2014 and honored at the 2021 Pollstar Awards as “Arena of the Decade.”The renaming of the Kia Forum is just the latest step in the transformation of Kia in the United States which accelerated with 2021’s North American debut of its award-winning electric vehicle, the EV6, and the introduction of the company’s Plan S, or Plan Shift, strategy. Kia’s ambitious US$25 billion Plan S incorporates new sustainable mobility, delivery vehicles and personal transport solutions. This includes the debut of 11 EVs on a global basis by 2026, and thus far in 2022, Kia has celebrated a strong start of EV6 deliveries to customers nationwide.Kia’s partnership with the Kia Forum will include new outdoor and indoor signage, the installation of EV charging stations, and Kia vehicle displays beginning with the EV6. Also coming soon is the establishment of the “Kia Club,” an exclusive hospitality lounge for the enjoyment of automotive enthusiasts and music fans.

  • Lenovo 

Lenovo has announced the appointment of Stagwell Agency, Assembly, and Dentsu as its new global paid media agencies of record. The new appointments are part of a broader global marketing transformation vision that will accelerate Lenovo’s digital-first strategies, focus work around key centers of excellence, and continue advancing Lenovo’s global marketing effectiveness through an evolution of the media agency partnership model. Effective immediately, Assembly and Dentsu will work with Lenovo in overseeing media strategy and planning, advertising operations, and performance measurement. Assembly will support Lenovo in its geographical markets across Europe, the Middle East, and Africa (EMEA), North America (NA) and Latin America (LAS), Dentsu will cover Lenovo’s Asia Pacific (AP) markets. Performics, a Publicis Groupe agency, will retain the paid media business for Lenovo in China and the company’s global e-commerce business. The entire pitch management process was supported by independent global media advisors, MediaSense.Assembly, Dentsu, and Performics will work alongside Lenovo’s Global Media Strategy COE on global media strategy and planning as well as advertising operations. They will also take the lead on performance measurement. Finally, investment, analytics, media, and tech contracts will be handled directly by Lenovo’s in-house teams, with support from agency partners.

  •  The Estée Lauder Company

Luxury beauty brand The Estée Lauder Company (ELC) has appointed S4 Capital-owned Media.Monks division Decoded Advertising its´ North America media AOR, Adweek reports. The appointment follows a seven-month-long review led by Medialink with Decoded winning the multimillion-dollar contract that includes media planning and buying for ELC’s portfolio across the country for over 25 Estée Lauder brands. ELC spent US$93 million on media in North America in 2021, according to COMvergence.

 

  •  Popeyes

Popeyes, the chain of fried chicken fast food restaurants which in 2019 generated major social media buzz with the Popeyes Chicken Sandwich, has been working on simplifying its media buys to tackle audience fragmentation challenges, particularly as it relates to CTV advertising. Check out  today’s article. 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Pirate’s Booty 

Pirate’s Booty®, the brand behind the deliciously puffed rice and corn snack, has exciting surprises in store for families and snacking enthusiasts! Last April 1, the brand teamed up with Nickelodeon to launch the “Unlock Your Treasure” sweepstakes that gives Pirate’s Booty fans the chance to win a variety of prizes. Pirate’s Booty® Puffs invites families to go on an adventure to find treasure-unlocking keys in special “Unlock Your Treasure” packaging* that features everyone’s favorite yellow sponge – SpongeBob SquarePants! Anyone who purchases* the specially marked packaged of “Unlock Your Treasure” Pirate’s Booty in stores or online from April 1, 2022 to September 1, 2022 has a 1 in 10 chance of finding a special key inside that unlocks the treasure within! Each keyholder will instantly win a coupon which can be used to purchase additional Pirate’s Booty product, valued at US $6.99. Each key also contains a code that participants can redeem on UnlockYourTreasure.com for a chance to win a variety of prizes such as Pirate’s Booty product and swag, as well as the grand prize!What’s in store for the grand prize winner? An all-inclusive trip to Nickelodeon Hotels & Resorts Riviera Maya, Mexico for the winner and up to four guests that includes round-trip air transportation, four nights and five nights in the hotel, and all meals covered! The winner will also have access to one pajama jam character dining experience, a meet and greet and photo opportunity with Nickelodeon walk around characters, a Nickelodeon slime box filled with various Nickelodeon swag and Pirate’s Booty product, a Pirate’s Booty themed “Unlock Your Treasure” Scavenger Hunt, and more!Additional prizes include Pirate’s Booty product and swashbucklin’ swag.Everyone’s favorite pirate from the packs of Pirate’s Booty product, Captain Bob himself, will be inviting fans to claim complimentary product through complimentary online treasure races throughout the sweepstakes period (April – August). Fans can watch the Pirate’s Booty Facebook and Instagram pages to find out when the race is on, and the first 50 registered participants to log onto the provided site will be able to claim a prize!The sweepstakes will be open until September 1, 2022. The complete rules can be found on UnlockYourTreasure.com.

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Portada Staff

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