Suzuki Up for Review; The Register’s New Web Site Chats It Up
Mendoza Dillon & Asociados in Newport Beach has been knee-deep in work for client Sears, Roebuck and Co.
The agency is handling the Hispanic portion of a new integrated marketing campaign set to launch Thursday, Sept. 6 with the tag line, “Sears. Where else?” Billings were not disclosed.
The campaign, developed by the Sears marketing team with Young & Rubicam’s Chicago office this summer, is being implemented by all Sears agencies, including Young & Rubicam, Mendoza Dillon, Kang & Lee, Los Angeles and New York, and ABD in Chicago.
The campaign is just one of the ways Sears hopes to drive up profitable top-line growth and improve full-line store performance.
The work focuses on Sears’ assortment of brands, guarantees, credit and services, and will feature national television spots and print magazine and newspaper ads.
“The ‘Sears. Where else?’ campaign goes with a checkmark and checklist concept, and (Mendoza) will be incorporating those elements into their ad campaigns,” said Lee Antonio, Sears spokeswoman. “Mendoza is a great partner of ours and has been for many years.”
The OC ad shop will be working on broadcast and print ads.
Agencies Swarm Suzuki
The gloves are off as ad agencies battle for a $10 million-to-$20 million chunk of business from Brea-based American Suzuki Motor Corp.,a gold nugget in an otherwise dismal market.
The manufacturer is looking for either one or two agencies to handle marketing for its motorcycles and all-terrain vehicles in its Southern and Western regions, according to Courtney Cates, Suzuki’s advertising programs administrator.
Incumbent Quarry Communications, Dallas, who handled both regions, is not defending the account. National advertising handled by Colby & Partners, Santa Monica, is not affected.
The news of the review ran in a recent issue of Ad Week and sounded a dinner bell in OC, as a slew of agencies rang Suzuki to find out more details.
“We’ve had a very positive response,” Cates said, adding she’s gotten more calls from interested parties than she anticipated.
Cates estimates that the review process will go fairly quickly, though no timetable was given.
Bits and Pieces:
The Register recently launched a Web site, talk.ocregister.com, with a collection of OC-based discussion areas on topics from news to the economy, politics and sports P11creative, Santa Ana Heights, recently designed a Web site for La Jolla resort The Lodge of Torrey Pines Anycom Inc., a manufacturer of Bluetooth wireless networking products, recently tapped Costa Mesa-based Parker Stephens Inc. to kick off its U.S. marketing campaign. Anycom’s Irvine offices are the U.S. headquarters for Frankfurt, Germany’s RFI Mobile Technologies AG. The ad shop will be working on the company’s strategic positioning, advertising, corporate identification, logos, literature, trade show support, Web image and marketing materials. The value of the account was not disclosed Chip Shafer, chief executive officer and president of Costa Mesa-based neoBrands, recently addressed a crowd of about 150 at a High-Tech Marketing Alliance meeting in San Diego. The ad exec unveiled a new way for head company officials to accurately track marketing efforts, which reportedly had everyone tuned in Laguna Beach-based Big Man Creative Inc. is helping Christian Musician magazine grow its base of advertisers through its e-mail newsletter. The marketing consulting and graphic design firm will handle the all marketing support for the newsletter, including editorial and list growth.
