Caterpillar Inc., JCPenney, Shell-Pennzoil… and other prospects

Caterpillar Inc., JCPenney, Shell-Pennzoil…and other brands currently targeting the US consumer. Check out our previous Sales Leads columns.

Caterpillar inc. announced a multi-year sponsorship with Major League Soccer (MLS), the fastest growing sports league in North America. With the highest percentage of millennial and multicultural fans of any American sport, the sponsorship is designed to amplify the Caterpillar brand to a wider and more diverse audience in the United States and Canada and to engage more deeply with the League’s passionate fans. MLS sponsorship supports Caterpillar’s efforts to evolve the brand and ensure the company is representative of the many employees and customers it serves. As part of the sponsorship, MLS will work with Caterpillar to integrate Cat® products into the football ecosystem. Cat dealers will also have access to exclusive football experiences for their operators, customers and their families. Football legend DaMarcus Beasley teams up with self-contained Cat equipment to pull off a trick.

Dentsu X was named reference media agency for Retail giant JCPenney, after examination. Dentsu x will oversee all of the US retailer’s media spend and develop a successful 17-year relationship. Since 2005, dentsu has been a trusted and agile media agency partner for JCPenney, primarily in the area of ​​research and performance media. Now, as part of this expanded relationship, denstu X will manage all media buying and planning across all platforms, helping JCPenney engage throughout the customer journey while driving greater value and results across the board. intersection of brand, customer and demand. Dentsu X has already started integrating the entire media business.

Roger Penske signed a five-year contract extension with Shell-Pennzoil which covers Team Penske, IndyCar, Indianapolis Motor Speedway and most of Penske’s portfolio.Team Penske and Shell-Pennzoil have won 96 races together, including Joey Logano’s recent NASCAR victory at Darlington Raceway.The new contract has many layers and covers sponsoring 30 races for Logano in NASCAR, as well as sponsoring Indianapolis 500 entries for Josef Newgarden (Shell V-Power) and Scott McLaughlin (Pennzoil). Rick Mears and won the 1984 and 1988 Indianapolis 500 in the car nicknamed “The Yellow Submarine”. Other highlights of the deal include Shell becoming the official fuel supplier for the IndyCar Series; Pennzoil becomes official lubricant supplier for Team Penske; and Pennzoil extending its sponsorship as the official oil and lubricant supplier for Indianapolis Motor Speedway and IndyCar.

Blue diamond producersone of the leading producers and distributors of almonds in the world, has selected McKinney as an agency of record (AOR) for all creative work in Blue-Diamond’s consumer-facing brand activity, including Blue Diamond® Almond Breeze® and Blue Diamond® Snack Almonds. This new partnership will focus on expanding the brand’s reach into more US homes by showcasing the healthy, great-tasting and satisfying product choices within the Blue Diamond portfolio. In addition to being a well-known and loved CPG food brand, Blue Diamond is also an agricultural cooperative owned by thousands of family farms, which makes the successful marketing of its products even more important. Throughout the pitch process, McKinney demonstrated a deep understanding of the industry and how purchasing decisions are made, ultimately turning mere human ideas into eye-catching creative work. McKinney participated in a months-long, highly competitive pitch process alongside some of the top creative agencies in the country, and ultimately won after being one of four finalists. The account will be run from McKinney’s office in Los Angeles, with support from team members at its Durham and New York locations. McKinney and Blue Diamond’s first campaign is set to end in January 2023.

Strategic Marketing Innovator Known had been named AOR Media for Sesame Workshopp, deepening the relationship with the educational nonprofit organization behind Sesame Street. Working closely with Sesame Workshop’s audience development team, Known will handle all account management and execution for national paid media campaigns. and SEO strategy on the organization’s web properties.Known began working with Sesame Workshop in 2020 on a variety of strategic marketing initiatives, including audience research and data strategy, the development of a data infrastructure across dozens of global sources and an intelligence platform that aggregates 10 billion rows of that data into insight dashboards now used across the organization.

Live reachDuring this exclusive event on September 29, 2022, brand decision makers and marketing service providers will share and accelerate their knowledge on key topics such as multicultural marketing, e-commerce marketing and leveraging marketing technologies. To learn more about Portada Live’s networking solutions involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected]

Subway appointed Omnicom´s FleishmanHillard like its US PR AOR for brand and corporate communications, PR Week reported. The nomination follows a three-round, invitation-only RFP process that began in December 2021 and ended in March this year, when FleishmanHillard also officially began working with the brand. FleishmanHillard will be responsible for assisting the brand with its corporate communications and outlook, including storytelling and corporate storytelling, crisis and issue management, and sustainability efforts. According to PR Week, Josh Holland, partner and senior vice president of brand marketing at FleishmanHillard, will lead a team of eight senior employees on the account. The team reports to Christou and works closely with Brad Simon, Senior Director of Brand Communications at Subway, and Alyssa Goldfarb, Senior Director of Corporate Communications at the company. Current Global was the account holder.

  • Progressive Insurance®

Progressive insurance, one of the leading commercial auto insurers in the United States, recently launched the Driving Small Business Forward grant program to support Hispanic entrepreneurs. Applications are now open for small business owners to receive one of 10 grants of US$25,000 to be used towards the purchase of a utility vehicle for their business. According McKinsey & Company, Hispanic entrepreneurs create more businesses per capita than any other racial or ethnic group in the United States, but they face more difficulty obtaining loans or capital from the investment community. With the Driving Small Business Forward grant program, Progressive hopes to support these owners with funds to take their business to the next level. identify contractors, have 10 or fewer employees, have less than $5 million in gross annual revenue, and have a demonstrated need for a utility vehicle. Progressive partners with business accelerator Hello Alice to administer the grant program. Applicants to the Advancing Small Business Grant Program have until June 17, 2022 at 6:00 p.m. ET to submit their application.

Sallie R. Loera