June 10, 2023
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Promoting Agencies, Marketing, Production and Film in Dallas-Ft. Worth


Marketing
Frito-Lay North America Signs as Tournament Supporter for FIFA Women’s World Cup Australia & New Zealand 2023™
AdChat DFW Posted On May 30, 2023


Frito-Lay North America (Frito-Lay) and FIFA have announced the continuation of their relationship, with Frito-Lay signing on as a North American Tournament Supporter and Official USA Snack of the upcoming FIFA Women’s World Cup Australia & New Zealand 2023™, the company’s largest-ever investment in women’s sports.

“We are thrilled to be among the first Tournament Supporters in North America to announce our involvement with this year’s FIFA Women’s World Cup,” said Steven Williams, CEO, Frito-Lay and Quaker Foods North America. “As our snacks are known to bring people together for iconic moments in sports, we look forward to using our role in this momentous occasion in women’s sports to support the athletes and fans alike.”

Frito-Lay made history last year as the first salty-snack brand collaboration in FIFA and FIFA World Cup history during the FIFA World Cup 2022™. Now, Frito-Lay brands Lay’s, Doritos and Cheetos will offer FIFA Women’s World Cup-branded packaging just in time for the tournament. Cracker Jack will also feature FIFA Women’s World-Cup branded packaging through its limited-edition Cracker Jill packaging, which was created to celebrate women who break down barriers in sports and support women in sports. The programme also includes Tostitos, Ruffles and PopCorners, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks and Gamesa cookies and crackers. Frito-Lay have the rights to activate both across North America and in the Host Countries.

This collaboration builds upon Frito-Lay’s commitment to celebrate fandom by continuing to align with culturally relevant moments to bring smiles to more consumers on more occasions. As the most watched women’s sporting event in the world, the FIFA Women’s World Cup presents a unique opportunity for Frito-Lay to be a part of the growing popularity of women’s sports. Frito-Lay is also dedicated to furthering equity through its programming by engaging fans and fostering opportunities for more players at all levels regardless of background, gender or ability.

“FIFA is delighted to welcome Frito-Lay as a Tournament Supporter for the FIFA Women’s World Cup Australia & New Zealand 2023™ – a tournament that promises to drive the women’s game to all new highs,” said Romy Gai, FIFA’s Chief Business Officer.

“Frito-Lay’s commitment to empowering young football fans aligns perfectly with our mission of promoting the sport globally, and it’s vast experience at major sporting events will enhance the tournament experience for fans. Together, we can drive both awareness and participation to enhance women’s football for all.”

The FIFA Women’s World Cup Australia & New Zealand™ is set to captivate fans from around the globe, showcasing the remarkable skill and athleticism of the world’s best players. The tournament will take place from 20 July through 20 August and promises a month of action, drama and elite level talent.

For more information about the tournament, visit FIFA.com.

About Frito-Lay North America
Frito-Lay North America, Inc. is the $23 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Frito-Lay snacks include Lay’s® and Ruffles® potato chips, Doritos® and Tostitos® tortilla chips and branded dips, Cheetos® snacks, Stacy’s® pita chips, PopCorners® popped-corn snack, SunChips® multigrain snacks and Fritos® corn chips. The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model. Learn more about Frito-Lay at the corporate website, www.fritolay.com, on Twitter (@fritolay), on Instagram (@fritolay) and on Facebook (Frito-Lay).

About The Quaker Oats Company
The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world’s largest consumer packaged goods companies. For more than 140 years, Quaker’s brands have served as symbols of quality, great taste and nutrition. Quaker® Oats, Quaker® Rice Cakes and Quaker Chewy® Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com, www.Facebook.com/Quaker or follow us on Twitter and Instagram @Quaker.

SOURCE Frito-Lay North America

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Marketing
RUFFLES® Partners with Fast X Saga to Celebrate Innovative Flavor | Chance to Win Dodge Charger
AdChat DFW Posted On May 25, 2023


Special-edition Ruffles packaging to feature FAST X rides in advance of May 19 film premiere

Let’s ride. Ruffles® and Fast X, the new chapter and tenth film in Universal Pictures’ blockbuster Fast & Furious Saga, are partnering to celebrate individual style, confident swagger and innovative flavor.

Special-edition Ruffles potato chip bags featuring street racing vehicles from Fast X will give fans the chance to win weekly with Fandango Movie Tickets** and film merchandise, while one lucky winner will receive a grand prize of a 2023 Dodge Charger R/T.* Fast X arrives in theaters May 19, 2023.

Ruffles Fast X - Dodge Charger R/T
Ruffles Fast X – Dodge Charger R/T

As a brand famous for the distinctive ridges on its chips, Ruffles is on a mission to inspire fans to unapologetically own what makes them unique – their “ridges.” The embodiment of these ridges in The Fast Saga are the characters’ wheels, as each vehicle is carefully chosen and customized to reflect the driver’s uniqueness and renowned personality.

“Ruffles is all about having confidence in your personal ridges – everything that makes you who you are,” said Stacy Taffet, senior vice president of marketing, Frito-Lay North America. “The Fast Saga has long symbolized that same pride in individuality, so we knew Ruffles snackers would be excited to experience Fast X with us beyond the big screen.”

The Fast X rides are on specially marked bags of Ruffles potato chips, most notably on Ruffles® Honey Habanero, a new flavor that is a blend of sweet and a kick of heat, as well as Ruffles® Original, Ruffles® Cheddar & Sour Cream, Ruffles® Jalapeno Ranch, Ruffles® Flamin’ Hot®, Ruffles® Sour Cream & Onion and Ruffles® Lime & Jalapeno. Ruffles fans can win weekly prize packs by purchasing a specially marked Fast X Ruffles chip bag, finding the Combined Code and registering at www.rufflesfastx.com by June 24.

*NO PURCHASE NECESSARY. Open to legal U.S. residents of any of the 50 US/DC, 18 (19 in AL /NE) or older. Void where prohibited. Begins 3/19/23 at 12:00:00 p.m. ET & ends 6/24/23 at 11:59:59 p.m. ET. Multiple entry periods apply. See Official Rules at www.RufflesFastX.com for entry deadlines, free method of entry and prizes. Limit seven (7) entries per person/email address per entry period, regardless of entry method.

Fast X elements courtesy of Universal City Studios LLC. ©2023. All Rights Reserved. All other trademarks are the property of their respective owners.

**Fandango Promotional Code (“Code”) is good towards the purchase of one (1) movie ticket (up to $15 total ticket and convenience fee value) to see Fast X at Fandango partner theaters in the US. Valid only for purchases at Fandango.com or via the Fandango app. Code is void if not redeemed by 7/31/23 or when Fast X is no longer in theaters, whichever comes first. Not for resale; void if sold or exchanged. Offer valid for one-time use only. The redemption of the Code is subject to Fandango’s Terms and Policies at www.fandango.com/terms-and-policies. Go to Official Rules at www.RufflesFastX.com for full details.

About Ruffles
Ruffles® Potato Chips is one of many Frito-Lay North America brands – the $23 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter http://www.twitter.com/fritolay.

About Frito-Lay North America
Frito-Lay North America, Inc. is the $23 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Frito-Lay snacks include Lay’s® and Ruffles® potato chips, Doritos® and Tostitos® tortilla chips and branded dips, Cheetos® snacks, Stacy’s® pita chips, PopCorners® popped-corn snack, SunChips® multigrain snacks and Fritos® corn chips. The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model. Learn more about Frito-Lay at the corporate website, www.fritolay.com, on Twitter (@fritolay), on Instagram (@fritolay) and on Facebook (Frito-Lay).

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay’s®, Doritos®, Cheetos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, Quaker®, and SodaStream®. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.

About Fast X
The end of the road begins.

Fast X, the tenth film in the Fast & Furious Saga, launches the final chapters of one of cinema’s most storied and popular global franchises, now in its third decade and still going strong with the same core cast and characters as when it began.

Over many missions and against impossible odds, Dom Toretto (Vin Diesel) and his family have outsmarted, out-nerved and outdriven every foe in their path. Now, they confront the most lethal opponent they’ve ever faced: A terrifying threat emerging from the shadows of the past who’s fueled by blood revenge, and who is determined to shatter this family and destroy everything—and everyone—that Dom loves, forever.

In 2011’s Fast Five, Dom and his crew took out nefarious Brazilian drug kingpin Hernan Reyes and decapitated his empire on a bridge in Rio De Janeiro. What they didn’t know was that Reyes’ son, Dante (Aquaman‘s Jason Momoa), witnessed it all and has spent the last 12 years masterminding a plan to make Dom pay the ultimate price.

Dante’s plot will scatter Dom’s family from Los Angeles to the catacombs of Rome, from Brazil to London and from Portugal to Antarctica. New allies will be forged and old enemies will resurface. But everything changes when Dom discovers that his own 8-year-old son (Leo Abelo Perry, Black-ish) is the ultimate target of Dante’s vengeance.

Directed by Louis Leterrier (Clash of the Titans, The Incredible Hulk), Fast X stars returning cast members Michelle Rodriguez, Tyrese Gibson, Chris “Ludacris” Bridges, Nathalie Emmanuel, Jordana Brewster, Sung Kang, Jason Statham, John Cena and Scott Eastwood, with Oscar® winner Helen Mirren and Oscar® winner Charlize Theron.

The film also features an extraordinary new cast including Oscar® winner Brie Larson as Tess, a rogue representative from the Agency; Alan Richtson (Reacher) as Aimes, the new head of the Agency who doesn’t hold the same fondness for Dom’s crew as his predecessor, Mr. Nobody; Daniela Melchior (The Suicide Squad) as a Brazilian street racer with a powerful tie to Dom’s past; and legendary Oscar® winner Rita Moreno as Dom and Mia’s Abuelita Toretto.

Fast X is produced by Neal H. Moritz, Vin Diesel, Justin Lin, Jeff Kirschenbaum and Samantha Vincent. The executive producers are Joseph M. Caracciolo, Jr., David Cain, Chris Morgan, Amanda Lewis and Mark Bomback. www.thefastsaga.com

About Universal Pictures
Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

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Marketing
Southwest Airlines Debuts Its First-Ever Brand Film ‘Alone In Tombstone’
AdChat DFW Posted On May 23, 2023 


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Lights… Camera… Southwest Airlines?

The Dallas-based carrier has gotten into the filmmaking business with its first-ever brand film, “Alone in Tombstone.” The short film is based on a short story by E.A. Comiskey and was directed by Kelsey Taylor (who directed the short film “Alien: Specimen” for 20th Century Fox).

“Alone in Tombstone” is a coming-of-age tale about life, love, and loss. Filmed on location at Mescal Movie Set in Benson, Arizona, it tells the story of a young woman searching for her place in life when she suddenly encounters a surprise visitor.

Project began with a writing contest

The project began in 2021, when Southwest and Wattpad, a leading webnovel platform, celebrated the Southwest’s 50th Anniversary with a writing contest called The Southwest: Storytellers On The Rise. The contest asked the Wattpad writing community to share stories of kindness rooted in travel. After 10 finalists were selected, a story by Comiskey was named the winner.

Comiskey’s prize included a writing mentorship with Beth Reekles, the Wattpad author behind the global Young Adult film franchise “The Kissing Booth” from Netflix and Komixx Entertainment. She also  won other prizes aimed at helping her advance her writing career.

Southwest and Wattpad also hired Comiskey as a paid consultant on the film set to incorporate her vision for “Alone in Tombstone.”

“The creative community brings rich stories to life through various forms of art, including music, writing, and filmmaking,” Brandy King, managing director of communications at Southwest Airlines, said in a statement. “The Southwest: Storytellers On The Rise writing contest uncovered meaningful stories of human kindness, and we’re grateful for the opportunity to bring ‘Alone in Tombstone’ to the screen. Our On The Rise platform supports creatives by providing them a career lift in their journey to reach their goals. We look forward to continuing to amplify new voices as creatives share their unique perspectives and pursue their dreams.”

Another participant on the project was Tongal, a platform for content creation used by studios, brands, and talent worldwide.

“Southwest built an impactful platform for advancing creators’ careers by connecting them to opportunities that are deeply authentic to their brand,” Tongal Co-Founder and CEO James DeJulio said in the statement.

“Supporting authors and creating new opportunities to celebrate and elevate their creativity is central to everything we do,” added Chris Mathieu, director of Wattpad brand partnerships. “We’re thrilled to debut our first Wattpad Brand Originals alongside Southwest Airlines and Tongal, highlighting the incredible creativity we see across Wattpad daily.”

On The Rise platform launched in 2017

Southwest’s On The Rise platform launched in 2017 with “Destination: Red Rocks,” a program featuring six up-and-coming musical artists from across the U.S., who competed for an opening set performance at the iconic Red Rocks Amphitheatre. The content was made available for viewing by passengers on Southwest flights.

Building on that program’s success, Southwest expanded On The Rise, partnering with other live music events like Luck Reunion to showcase new talent and offering access to and placement on coveted lineups.

That led to Southwest’s support of creatives in the writing community through the Southwest: Storytellers On The Rise writing contest, and the airline’s first brand film.

“Alone in Tombstone” got a premiere showing in New York City, followed by a panel with director Kelsey Taylor, Comiskey, and representatives from Southwest, Wattpad, and Tongal. 

Short film can be screened now on YouTube and starting in June on Southwest flights

“Alone in Tombstone” is available for viewing now on Southwest’s YouTube channel and will be offered via the free movie offerings onboard Southwest flights beginning June 1. 

You can also read the 10 finalist stories and Comiskey’s winner by going to the Southwest Airlines profile on Wattpad.    


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Advertising
TRG Looks Beyond the ‘Sea of Sameness’ for High Fashion Cayman Islands Spots | WOW!
AdChat DFW Posted On May 18, 2023


Cayman Islands Department of Tourism merges the real and the surreal in a new fashion-inspired tourism campaign from agency TRG courting the luxury traveler.

Four spots present the Cayman Islands as more of a luxury lifestyle brand than a traditional destination. In the first spot to launch, a couple paddle silently across a glowing body of water—a reference to the Cayman Islands’ bioluminescent bay. All of the spots feature a new Sarah McTaggart cover of the Bobby Darin song “Beyond the Sea.”

 
 

A second spot shows a mother and daughter walking down a Cayman pier as clouds drift below them and starfish sparkle above in the sky.

 

The creative team at TRG told Ad Age that the campaign is designed to stand out from the “sea of sameness” that characterizes most Caribbean advertising.

“The Cayman Islands offer a unique blend of luxury, mystique and sophistication for our typically more affluent travelers. So we positioned the islands more like a luxury fashion brand than merely another island with white sand, turquoise water and couples frolicking in the surf,” said Ron Henderson, group creative director (copy). He said the campaign “combines the natural wonder of Cayman with the whimsical, surreal imagery one might experience in the fashion world or in a dream. The evocative imagery—along with the music in the videos—appeals to the more sophisticated luxury traveler seeking out a more unique, dreamlike island experience.” 

The spots were directed by Jeremy Charbit, who has a background in fashion.

“We wanted a director who could bring a fashion sense and dreamlike quality to the work,” said Dennis Walker, group creative director (art). “Jeremy has an impressive body of work that combines a wonderful sense of fashion with some beautifully executed surreal scenes. Perhaps the spot on his reel that most sold us—and the Cayman Islands Department of Tourism—was the underwater scene he created for Kusmi Tea, where an entire living room set was built underwater with people in fashionable attire performing graceful, choreographed movements in the water-filled room.” 

Two more spots, “Ibis Chariot” and “Octopus Dress” will launch later in the year. See those below.

 
 

The production used mostly local talent for the cast and crew, and there’s also a Cayman connection with the music. Sarah McTaggart is the daughter of Stephen McTaggart, a well-known Caymanian folk singer, and her great aunt, Leila Elberta Ross-Shier, wrote “Beloved Isle Cayman,” the official national song of the Cayman Islands.

One of the more challenging parts of the shoot was obtaining the ideal boat to feature in the “Ibis Chariot” spot. 

“Throughout the production, we relied heavily on our local team to find the perfect locations, people and props,” said Henderson. “To obtain the catboat used in ‘Ibis Chariot,’ our production team contacted one of the most famous captains and catboat builders in Cayman, Captain Crosby Ebanks, who also happens to be credited with the birth of the now internationally famous Stingray City, one of Cayman’s biggest tourist destinations.” 

The boat had been landlocked for years, “so it needed a good deal of patching and sealing and painting to make it seaworthy,” added Walker. “The other small detail: The boat was on Grand Cayman, and the shoot was on Little Cayman—and the ferry operated one day a week. Fortunately, that one day was the day after the boat was found and a day before the shoot.” 

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Marketing
Chuck E. Cheese Signs First Sports Partnership with Hendrick Motorsport
AdChat DFW Posted On May 17, 2023


Chuck E. Cheese is entering its first sports partnership with NASCAR team Hendrick Motorsports, as the entities look to combine their IP to grow their businesses. The partnership will be announced later this morning with terms undisclosed aside from the length being two years, but the agreement includes sharing IP for licensing opportunities with both sides able to benefit from the upside, CEC Entertainment President & CEO David McKillips told SBJ. For now, the restaurant operator has bought no on-track paint schemes — though there will be show cars used in store — but both sides expressed a desire to eventually grow the partnership if the initial results are encouraging. The deal was set up by Hendrick Motorsports’s Peter Landman, who previously worked at NASCAR for 16 years and knew McKillips from McKillips’ prior stints at DC Comics and Six Flags, two companies that either looked at doing, or did, activations with NASCAR in prior years. Activation details include co-branded merchandise, show car appearances at stores and at Charlotte Motor Speedway, integrating the team’s IP within the “Chuck E. Cheese Racing World” mobile smartphone game, digital/social content and promotional contests.

STRATEGIC ALLIANCE: Chuck E. Cheese still has 460 locations in 47 states and 19 foreign countries and territories — and it is spending tens of millions of dollars to newly remodel all of its stores, including one near Charlotte, where the sides will host an event next week. That has provided the impetus for it to increase marketing around its stores again. The show car will also appear at HMS’ fan fest the weekend of the Coca-Cola 600 at CMS. McKillips: “We’ve seen many one-off paint schemes come and go, but this is interesting because it’s looking at a strategic alliance that combines licensing, entertainment and content all together to bring racing not only to a new generation of kids but a different audience makeup; we have such diversity at Chuck E. Cheese and over-index in Hispanics and African-Americans, so it’s a brilliant move by (Hendrick Motorsports Vice Chair Jeff Gordon) in fully understanding where the sport needs to go and introducing it into our world. We have the size, scope and scale where we can do this on a national level in every single major market with over 30 million people every single year coming into our locations.” Dallas-based CEC Entertainment will handle this partnership in-house. Chuck E. Cheese also recently started its own licensing division to better take advantage of its IP and brand equity that it has built up since its founding in 1977.

NEW OPPORTUNITY: Gordon, the NASCAR HOFer, has made it a priority to try to add more consumer sponsors to complement the team’s B2B brands since he took on the Vice Chair role last year. Gordon: “To think of the themed birthday parties in there that will have Hendrick Motorsports-branded stuff and tied to our race team and know that kids are going to be having a good time at the stores like that all over the country, it’s just another way of how you promote and build your brand, relationships and your fanbase, and grow the sport and your company for the future.” McKillips noted that this is the first sports deal in the company’s history and that it could look to strike others in the future but that it’s focused on the HMS deal for now. The ROI will be judged by how many people sign up for national promotions, sales of licensed products and impressions.

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Marketing
Avocados From Mexico: to the Super Bowl and Beyond with a CPG Mentality
AdChat DFW Posted On May 16, 2023 


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“And we’re doing it. We started with a 20% consumer brand preference in 2013, and now we are by far the preferred brand of avocados in the country. To accomplish that, you need to believe in the power of brand building.”

AFM’s function has always been two-fold, Luque added: accelerating avocado demand in the US while building a brand for Mexican avocados.

“That’s been in our playbook since day one, and that’s how much we believe in branding. Good branding creates meaning and emotions in consumers’ minds, and that translates into good value if it’s well developed. That’s what we want.”

In 2022, AFM rolled out a new initiative that show its commitment to branding.

Brandformance, as it’s called, uses research to pre-test each creative asset AFM develops to be sure it delivers in its brand messaging and future purchase intention at the same time.

“They both need to perform in both areas to move forward,” Luque said. “That is making branding accountable and more important than before.”

In 2015, AFM decided that it wanted to develop its brand on the biggest marketing stage in the US – the Super Bowl.

Eight Super Bowls later, that branding effort has generated close to 62 billion impressions for the AFM brand.

Parallel to that, Luque said, AFM has one of the best go-to-market implementations in the industry, which has delivered multiple partnerships with top CPG brands and placed hundreds of thousands of additional displays in stores.

Thanks to those efforts, AFM can now leverage its brand to national partnerships like the one it launched with Coca Cola for Cinco de Mayo.

“Not every produce brand can partner with Coke in a national way like we are.”


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AdChat Interviews  / AdChat QuickChat  / Advertising
Watch Our AdChat QuickChat™ with Pedro Lerma, CEO & Founder of LERMA/
AdChat DFW Posted On May 15, 2023


Pedro Lerma is the CEO and Founder of LERMA/, an award-winning advertising agency that has skyrocketed to the forefront of the advertising scene in Dallas Ft. Worth. Last year it won Ad Age’s Small Agency of the Year Award. This year it produced three Super Bowl spots, one for Avocados From Mexico and two for the “He Gets Us” campaign. Additionally the agency continues to produce stellar work for clients such as Nature Nate’s Honey, Ding, The Home Depot, The Salvation Army and many more. 

What makes this agency great besides the people who work there is the steady hand of Pedro Lerma at the helm. We had the opportunity to delve a little deeper with our AdChat QuickChat™ interview.

Check it out…


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Advertising
DallasNews Corporation Announces Industry Veteran John Kiker as new President of Medium Giant
AdChat DFW Posted On May 10, 2023


DallasNews Corporation announced today that John Kiker has been named President of Medium Giant. John comes to Medium Giant from Integer where he spent the last 10 years of his career and was most recently President. John was chosen after a nationwide search to lead this important business unit for DallasNews Corporation. Medium Giant was created through a series of mergers and acquisitions over the past decade that were ultimately branded under the Medium Giant brand in 2021. Medium Giant’s primary operations are in North Texas and has clients throughout the country in a variety of industries.

Grant Moise, CEO of DallasNews Corporation, shared the following about John: “John brings a wealth of experience and a stellar reputation to Medium Giant. We were looking for someone to take the marketing services side of our business to even greater heights, and I am confident John is the right person to lead us. John’s career has been spent building successful integrated agency operating models that have the needs of the client at the forefront of all decisions.” John officially starts on May 22nd, and when asked about his feelings joining Medium Giant he said, “I couldn’t be more excited about the opportunity to join the team at Medium Giant. This is an agency primed for growth with a deep talent bench, great clients, and an entrepreneurial spirit. I look forward to bringing my perspectives and experience to bear in service of such a great team.”

About DallasNews Corporation

DallasNews Corporation is the Dallas-based holding company of The Dallas Morning News and Medium Giant. The Dallas Morning News is Texas’ leading daily newspaper with a strong journalistic reputation, intense regional focus and close community ties. Medium Giant is a media and marketing agency of divergent thinkers who devise strategies that deepen connections, expand influence, and scale success for clients nationwide. For additional information, visit dallasnewscorporation.com or email invest@dallasnews.com. 

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Marketing
How Chris Bellinger Uses Web3 to Bring a ‘Surround Sound’ to Frito-Lay Brands
AdChat DFW Posted On May 9, 2023


Chris Bellinger is among Ad Age’s Web3 Marketing Trailblazers 2023

As Chris Bellinger sees it, Web3 activations can bring a “surround sound” effect to brands.

“Dealing in Web3 and the metaverse just takes it to a different exposure level” vs. traditional marketing tools, Bellinger, Frito-Lay’s VP, creative & digital, explained in an interview with Ad Age. “It’s a different level of engagement—almost an intimacy—that exists when somebody is going to opt in at that level.”

Bellinger has aligned these technologies to Frito-Lay’s purpose of using creative storytelling to influence culture and bring joy to fans of the brand.

Last year, Bellinger led a World Cup metaverse play called the Pass the Ball Challenge in which fans could place their face on a virtual soccer ball and get an exclusive NFT. More than 1.3 million fans, with 60% returning more than once, claimed their NFT and shared with their friends.

The Doritos Triangle Tracker was a Snapchat AR lens that gamified the world by sending fans on a nationwide hunt where any triangle could unlock exclusive experiences and rewards. The campaign drove 2.1 billion earned-media impressions, engaged nearly 400,000 program participants and attracted nearly 300,000 gamers to “Triangle Island.”

With Web3, Bellinger said, “Things that were never possible before are now possible tomorrow, and that’s a really cool space to be in from a creative perspective, and with brands that we’ve got.”

What advice would you give to teens about using social media today?

I think young people should be cognizant of not spending too much time on social media—there’s so much to enjoy about life offline! But when teens use social media, it’s important to be safe. Consult with your parents before engaging and continue to have a conversation with them about your experiences—especially any time you feel uncomfortable. And remember, anything you post or say on social media is forever. Be you. Embrace the opportunity to express yourself. Social media can be a powerful place to have a voice. It’s key for our brands to spread joy and positivity on social media, and I think teens should bring that same energy to the time they spend online.

How is new technology changing the way you work?

It is challenging to keep up with the pace of technology. In just a year, the conversation has shifted from crypto and NFTs to the metaverse and virtual experiences. But new technology also provides us with new ways to connect with our fans. It’s important for us to stay agile, to try things out to connect with what new tech is exciting consumers, all while remembering that the human connection behind the technology is what really matters. Tech is a tool, but not our purpose.

What piece of technology could you absolutely not live without?

Not to sound cliché, but my phone is a portal to information that would be tough to live without. I’ve got a computer in my pocket that’s millions of times more powerful than what got us to the moon. Through our phones, we’re able to access communities all around the world, engage in the moment and strike while the iron is hot. With Doritos Triangle Tracker, we literally encouraged fans to view the world through their phones to discover triangles around them—and then turn those triangles into Doritos. We’re creating a new world for our fans that can be accessed only through their phones.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet?

For me, it’s TikTok in general. I am constantly keeping up with where consumers are going and what they do. In the past, this would mean going to a bunch of different places—trend sites, news sites, Reddit, etc.—to see what’s going on. But TikTok consolidates everything into 10-second to 60-second videos. If it’s something really interesting, I can click in to learn more, whether that means a time-efficiency hack or a talk on regenerative farming. The algorithm is your best friend—or your worst nightmare when you find yourself scrolling for hours on end.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it?

Right now, it feels like everything is happening all at once—from crypto and NFTs to deep fakes and AI. Even though the internet has brought us waves of innovation, in the past, it felt like a slow burn compared to now. I think brands will have to be more agile than ever to keep up with all the change while still maintaining their integrity and a focus on their purpose.

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Dallas PRSA’s Tells Us How To Know When It’s Time To Find a Mentor One Or Be One
AdChat DFW Posted On May 9, 2023


A few years ago, while at my first public relations internship, I found myself having a bit of a silent mental spiral at my desk. I wasn’t even more than a few minutes into my panic before a senior leader at the company passed me, stopped, and said, “Are you doing alright?” Within moments I was given a Kleenex and a plethora of advice on navigating early-career-stress.

While that senior leader wasn’t my formal mentor, her moment of mentoring me years ago has always stayed with me. I often found myself nervous at reaching out for advice from my mentors and wasn’t completely sure on how to navigate the mentorship process to begin with. When I heard PRSA Dallas was having a session on Demystifying the Myths of Mentoring, I knew this was the session for me and many others in the early years of our careers.

Hosted by BCW, the first PRSA Dallas Young Professionals session of 2023 centered around mentorships and how to navigate these relationships. Mentor-mentee pair Kelley Johnson, founder and CEO of Keirus by KJE, and Devean Owens-Toler, operations and analytics leader at Kierus by KJE, discussed how to find a mentor, what to look for in one, and how to establish long-term relationships that can shape your career for the future.

It’s no secret that for young professionals, a mentor can be the necessary support system to land that first internship, navigate early career hurdles, and be a sounding board for making professional decisions. Whether its the uncertainty and lack of confidence young professionals face or the increasingly virtual workplace in a post-COVID world, the fear of actually taking that next step into reaching out to establish a mentorship relationship is real.

“What if they’re too busy to be my mentor?” “What if we don’t work in the same city?” “How do I know what to look for in a mentor?” These questions appeared to be the roadblocks for young professionals in finding a mentor. Here’s what Kelley and Devean had to say:

  1. Don’t Make it Complicated: For Devean, it was as simple as asking Kelley point-blank if she would become her mentor. While they both recommended not taking this route, Kelley and Devean encouraged young professionals to send a quick email for coffee or find time virtually to chat. The relationships don’t have to be formal and can grow over time.
  2. Build Mutual Respect: Devean stressed the responsibility of the mentee to find time to meet with their mentor and to come prepared with questions and concerns to discuss. Especially if a young professional is meeting with someone more senior, it’s crucial to take steps in order to make the mentorship as easy as possible for both parties. Mentorships are supposed to be stress-free!
  3. Be a Good Investment: It’s important for young professionals to illustrate the value they bring to the table and why they would be worth a mentor’s time to support. Beyond being proactive at setting time, bring knowledge and ideas that may be insightful for your mentor. Heard of an interesting media opportunity that may be a fit for your mentor’s work? Read research that is relevant for your mentor? Find opportunities to share and connect. Though young professionals are, well, young, that does not negate the expertise we can bring to the table.
  4. Don’t Be Afraid to Go Personal: Take the time to get to know the person behind the accomplishments and allow mentors to get to know you. Having a mentor with the same values and who understands your personal journey is valuable.
  5. Rethink Your Mentor: While you may have your sights set on a professional that has the role you aspire to someday, don’t get frustrated if it turns out that person is not the right mentor. You may meet with someone and not feel the connection. That’s okay. Be open to expanding your view of what an ideal mentor loos like.

While mentorship is incredibly useful for young professionals, some of the seasoned public relations practitioners in attendance at the session discussed the forms that mentorship can take. Mentorship does not necessarily have to be a formal mentoring relationship but could look like expressing feedback after a long work week, sharing nuggets of advice on the way to the coffee maker, or as simple as checking in with the junior staff members in the office. The question for established professionals may not be “When should I become a mentor?” but rather “How can I incorporate mentorship into my day-to-day activities?”

Mentoring, when both the mentor and the mentee are aligned, can be a valuable experience. In an increasingly virtual world, mentorship now more than ever can be that necessary human interaction that can ease young professionals’ worries and questions about the public relations world. 

Claire Gilpin is an assistant account executive at BCW. She previously served on the PRSSA National Committee as the national vice president of digital communications.


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