Darden Restaurants


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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  • AB InBev

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewer, has kicked off a global media planning and buying agency review for its’ US$2 Billion Global Media Assignment. The number of agencies the company aims to consolidate its’ business globally has not been determined.WPP’s MediaCom, the current U.S. incumbent, has held the account since late 2014. Globally, the company has eight agencies(from the six major groups: Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu) spanning all major holding companies to handle media operations in more than 50 countries.

  • Casa Modelo®

Modelo CTP_High Res ImageCasa Modelo announced the launch of its newest ready-to-serve chelada, Modelo Chelada Tamarindo Picante. The second chelada flavor to join the Casa Modelo portfolio, Modelo Chelada Tamarindo Picante celebrates traditional Mexican ingredients – chipotle peppers and tamarind – to offer fans of Modelo a spicy yet sweet taste profile that embraces one of the most popular and growing flavor trends: the desire for unique, authentic flavor combinations. Casa Modelo is also home to America’s fastest-growing beer, Modelo Especial[i]. Modelo has been brewing distinctive high quality beer ever since, including Modelo Especial®, Modelo Negra™, Modelo Chelada Especial™ and most recently, Modelo Chelada Tamarindo Picante™. Modelo is is distributed and marketed in the by Crown Imports in the U.S.


  • Budweiser/MLB Team

1With the return of baseball season, Budweiser will introduce customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American dream. Budweiser’s limited-edition cans will arrive on Opening Day.Budweiser’s support of Major League Baseball is engrained in the brand’s DNA, with a rich heritage and history of partnership spanning more than 30 years.Team cans will be available on March 27 in the following markets: Baltimore, Boston, Chicago, Cincinnati, Dallas/Ft. Worth, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington D.C.

  • Avocados from Mexico

Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico, talks to Portada about the brand’s upcoming marketing strategies, and how sports might be among them.

  • Luxottica

descarga (11)Omnicom’s OMD has won the global review of Italian eyewear giant Luxottica’s global media business.Luxottica, one of the largest global retailer of glasses, has an important brand roster, which includes LensCrafters, Sunglass Hut, Pearle Vision, Sears Optical, Target Optical, Glasses.com, etc. as well as Ray-Ban, Persol, and Oakley. The company also has a license to distribute glasses created by such fashion houses as DKNY, Chanel and Ralph Lauren.According to Kantar Media, the company spent US$135 million on measured media in the U.S. in 2015 and approximately US$100 million last year. Its global spend is estimated to be around UD$250 million across more than 150 countries.OMD will also handle the programmatic buying portion of the client’s business.




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  • Darden Restaurants

descarga (12)Darden Restaurants, an American multi-brand restaurant operator headquartered in Orlando, has appointed Knoxville, Tenn.-based agency The Tombras Group as its’ media agency of record for five of its brands following a competitive review. The agency will handle media planning, buying and optimization for Bahama Breeze, The Capital Grille, Eddie V’s Prime Seafood Restaurant, Seasons 52 Fresh Grill and Yard House. U.S. marketing for these five brands is handled separately from that of Darden’s two biggest properties, Olive Garden and LongHorn Steakhouse. Neo@Ogilvy served as media agency of record for the five brands prior to the review, which included 16 agencies. Darden managed the process internally. Darden spent approximately US$3.5 million on paid media supporting the five chains in 2015 and US$4.2 million from January to November 2016, according to Kantar Media.

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • General Mills

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar.
Joanne Davis Consulting has been retained to assist with the review process.

  • U.S. Navy

WNCcQQo9_400x400Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.


  • Volkswagen

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.



  • Darden Restaurants

Darden_swoosh_400x400Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.


  •  Sony

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.



  • Snyder’s-Lance

imagesHorizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle  four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.



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