SALES LEADS: Macy’s, Heineken, Domino’s…
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.
- Macy’s
It reported global retail sales of nearly $10
Incumbent creative agency, New York-based Figliulo & Partners is out. Macy’s is one of the biggest advertisers in the category, spending close to US$700 million on measured media in 2016. Dentsu’s Carat, which became the company’s U.S. media agency of record in 2012 and won the global assignment the following year, will not be affected. Macy’s spent US$681 million on measured media in 2016 and a combined US$243 million during the first two quarters of this year, according to the latest numbers from Kantar Media. Macy’s previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30’s.
- Heineken
Heineken is betting heavily on soccer,m because the sport is the ideal fit for the brand’s target audience – multicultural millennials. According to Felix Palau, global erica: “There are around 45 million U.S. soccer fans on social media today. It doesn’t mean they’re not interested in NFL or basketball anymore. It’s just that they’re broadening their sports repertoire.” Heineken’s soccer when the brewer replaced Budweiser as the official beer of Major League Soccer (MLS). Since then, Heineken has sponsored eight local soccer teams in cities across the U.S., worked with the International Champions Cup to bring European matches to the U.S. and launched soccer-related 
campaigns with big-name soccer players. Beyond the stadium, Heineken localizes content on digital channels, using players from local teams it sponsors and soccer stars. Palau said Heineken sees its soccer strategy as a 10-year commitment. According to research, Heineken conducted through through Nielsen, t the likelihood MLS fans buy Heineken increased by 11 percentage points from 2015 to 2016. Felix Palau will be one of the participant’s in Portada17 on Sept. 13 and 14 in New York City. More info here.
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- Domino’s
Food chain Domino’s Pizza has extended its advertising and related services agreement with MDC Partners’ CP+B through 2020, Mediapost has reported. The agency will continue handling creative, brand strategy, media planning and digital initiatives.The agency has also helped Domino’s ramp up ordering platforms and loyalty programs. Domino’s now generates 60 percent of orders via digital channels in the U.S.Domino’s Pizza now has more than 14,200 stores in over 85 international markets. 9 billion in 2016, with more than $5.3 billion in the U.S.
- Carnival Cruise
Carnival Cruise Line has named MDC Partners’ Anomaly its new creative agency of record, following a competitive review, according to people with knowledge of the matter.The agencies in the final round of the review, which was run by SRI, included Anomaly, Droga5 and R/GA. Havas’ Arnold previously handled the account but did not defend the business. The budget on the account comprises some US$60 million, according to people familiar with the business. Carnival Cruise parent Carnival Corp. expects revenue to increase 3.5% in 2017. Last spring, Carnival consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.
