I suggest going with the TV-style mix. In which, I usually take the 85 SPL theatric mix, boost it by 6dB, slight remixing where necessary, and have a brickwall at -3dB for good measure to ensure nothing clips (TV often brickwalls dialogue around -10dB, but since it's for web-based display, I allow myself up to about -3dB.
Going about 6dB hotter than ...
By knowing people who work in said American companies (esp. in marketing).
By interning/working in an audio (post) production house that does a lot of the productions that you're interested in.
By knowing freelancers that do said productions and getting them to hand you some of their work (e.g. editing) and forming a partnership that way.
By establishing ...
I would go even further and compress/limit everything to -1.1 dB. I'm sure a lot of fellows won't agree but I'd rather have one showreel aimed at the web with these specs, and a separate one for the professionals which includes headroom and does not generate any loudness conflicts.