A handful of Orange County’s top brands—and the marketing executives in charge of managing those brands—took their place in the spotlight late last month as part of the Orange County School of the Arts Creators & Innovators Series.
This year’s theme “Brand Innovators” brought together industry heavyweights to discuss everything from Facebook to career moves.
The panel featured Taco Bell Chief Marketing Officer Marisa Thalberg, Hyundai Motor America Chief Marketing Officer Dean Evans, Vans Global Brand President Doug Palladini and former Live Nation Chief Marketing Officer Lisa Licht.
The event, attended by a few hundred business executives, was moderated by Business Journal Publisher Richard Reisman.
A number of students from the arts school were also in attendance and asked the panelists their thoughts on when to change jobs and how to land a gig at a major company such as Vans and Taco Bell.
One notable topic centered around Facebook, especially in light of recent controversies regarding the platform’s use, or misuse, of consumer data.
Thalberg said while she likes using Facebook to connect with friends, the social media platform has shifted from fostering a sense of community into an ad platform, adding that executives of the under fire company need to be more transparent about their business.
Palladini said he deleted his personal account in the past month.
While Vans still has its own corporate Facebook page, he noted the Costa Mesa-based footwear and apparel brand “has to own its own customers” and not rely too much on third-party platforms to create consumer engagement.
Evans held a different perspective—pointing out the difference between buying shoes and spending $20,000 or more on a car, a purchase that only happens every few years.
He said the Fountain Valley-based automaker only has about a 30-day window to attract potential shoppers to Hyundai’s vehicle lineup, adding how it “loves” the data-gathering aspects of Facebook.
The Creators & Innovators Series launched in 2017 and is designed to “connect students and the surrounding business community with influential and accomplished thought leaders of today.”
Proceeds from the event, presented by Long Beach-based Farmers & Merchants Bank, supports student scholarships, technology programs and other schoolwide initiatives.
In terms of future job choices, Vans’ Palladini had the clearest strategy for OCSA students. If a company doesn’t live up to its stated goals, “just leave.”
Smooth Operator
Juice It Up is getting on the customer loyalty train with its new mobile app that allows guests to earn points and redeem rewards.
The Irvine-based smoothie and juice bar chain launched the app last month on Apple and Android.
Customers can pay for items through the app while automatically earning points. Purchases are tracked and every $50 spent equals a $5 reward.
Guests can also receive additional offers through the app such as a birthday discount and free smoothie on your anniversary. Of course, it also allows viewers to see the menu and find Juice It Up locations.
Director of Marketing Milena Rimassa said the features are just the beginning.
“Our new app is just one of the steps we’re taking to improve the Juice It Up experience through technology and innovation,” Rimassa said. “We’re also looking forward to introducing additional app elements, including mobile ordering and delivery in the near future.”
She added that it’s a way for the brand to reward its customers for choosing an active and healthy lifestyle.
The company ranked No. 31 on the Business Journal’s latest list of local restaurant chains with nearly 90 locations and $34 million in systemwide sales.
Founded in 1995, it was acquired by SJB Brands LLC for an undisclosed sum last year from longtime owner and former Chief Executive Frank Easterbrook.
SJB is a partnership between local private equity firms Dover Shores Capital, Britt Private Capital and Jupiter Holdings. Each firm is based in Newport Beach.
Bits & Pieces
Irvine-based ad agency Hyperdisk Marketing rebranded to Hooray Agency. President Steven Seghers said after 25 years it was “time for us to rebrand and broaden our appeal as a complete marketing partner.” Clients include St. Regis Hotels & Resorts, Pebble Beach Co., Hyatt Hotels and Montage Hotels & Resorts. … Bankruptcy Management Solutions in Irvine also rebranded taking on the name Stretto to reflect its growth into “a full-service bankruptcy-administration technology and services provider.” … Runners and spectators at last week’s Surf City Marathon in Huntington Beach were greeted by a slew of new sponsors: Anheuser-Busch was the official beer partner with the finish line “Sand Bar” presented by Michelob Ultra; L.A.-based drink company Zevia, Colorado energy product line Honey Stinger and Orange-based alkaline water brand Qure Water. Prjkt Restaurant Group expanded its involvement with the event.
