In This Week’s Breakaway Ad Agency News: Surf City
The Latest on Hyundai’s Media Review; NeoBrands Tapped by Aston Group
Marketing & Media – Jennifer Bellantonio
It’s the newest craze. And it’s not Microsoft Corp.’s new Xbox or Ginger, the mysterious “it” scooter.
In the past few months, several top executives at Orange County’s larger ad shops have broken away to start their own gigs.
Last week, we saw another.
Chris Epting, for the past three years, senior vice president and creative director at Newport Beach-based Heil-Brice Retail Advertising, left to form his own agency, Surf City Advertising Co., in (where else?) Huntington Beach.
His reason is similar to what the others have said, when leaving: he wants to give small to midsize retail clients “more value for their agency dollar.”
“Many clients are dealing with the financial challenges of conventional agency retainers,” said Epting, who’s running the agency from his home until he finds permanent space. “Yet they still want and still need effective, strategically-based senior-level creative work.”
Epting said he plans to keep his overhead low, which will let him work with clients, within their financial situations, regardless if the project is big or small.
“I would most definitely charge retainers, as long as it made sense to that particular client,” he said. “The retainer we charge will be related directly to the scope of work, not scope of overhead. If working project-by-project is more economical, no problem.”
Epting, the agency’s president and creative director, is the only employee so far. He’s tapping various freelance art directors and looking for an account supervisor.
In the future, he said he’ll grow his employee count based on new business.
Despite the rough economy, Epting said the time is right for his move.
“The current economic situation is a positive factor to me because now, more than ever, clients (particularly retail clients, in which we’ll specialize) are having to do more with less,” he said. “Ad budgets are tighter, but sales goals remain just as aggressive, if not more aggressive, than ever.”
Plus, Epting said he wanted to take his experiences creating campaigns for names such as IHOP, the Los Angeles Clippers and Ralphs and start something of his own.
“Something with my own personal stamp on it,” he said.
Hyundai Review: No Bates
Bates USA West in Irvine is in a tough spot with its biggest client, Fountain Valley-based Hyundai Motor America.
In a recent edition of Advertising Age, the trade journal reports that Bates Worldwide wasn’t asked to attend a review the automaker held at its Seoul, South Korea, headquarters last week for the consolidated U.S. Hyundai and Kia Motors America Inc. media accounts. The review is expected to lead to a global consolidation that could expand to creative.
Media buying agencies reportedly asked to attend were Aegis Group’s Carat USA, Horizon Media and Tempus Group’s CIA.
Bates has held Hyundai’s $230 million national and regional dealer creative and media accounts since 1985, when the automaker debuted in the U.S.
According to Ad Age, Bates “was ambushed” by the review and even local executives at the automaker were surprised when they learned officials from South Korea had orchestrated a review plan.
The news comes as both Hyundai and Kia are reporting sales growth here at time when the industry as whole is down.
Bates executives say they have been asked not to comment.
NeoBrands Picks Up Consultant
After losing its big J.D. Edwards & Co. account several weeks ago, Costa Mesa-based neoBrands said it just nabbed a chunk of business from the Aston Group, a Vancouver, British Columbia-based consulting company.
The OC shop is set to provide Aston with public and media relations services, trade show and speaking opportunities support. Aston, which operates in 12 countries, wants to broaden is presence in North America, according to neoBrands.
Bruce Ciarleglio, Aston’s vice president of marketing, said the company chose neoBrands because it has a “wealth of highly relevant experience.”
Burrito Bravado
Del Taco Inc. is at it again, playfully taunting its rival, Taco Bell Corp., in its latest round of TV spots.
The Laguna Hills-based Mexican fast food chain uses “Dan the Product Guy” to spotlight the company’s Macho burrito line, which it claims is bigger and better than any burritos offered by Taco Bell.
In both spots, Dan stands in front of Taco Bell’s Irvine headquarters and unveils a billboard while taunting Taco Bell’s product-development manager.
The TV ads, created by G & M; Plumbing of El Segundo, are set to air in a variety of markets including Los Angeles, San Diego, Bakersfield, Blythe, Las Vegas and Palm Springs. A radio campaign also is airing in some of the same markets.
Bits and pieces:
The Roxburgh Agency Inc., Costa Mesa, recently was tapped by Mammoth Lakes-based Dempsey Construction Corp. to develop an updated logo, signage, print collateral and advertising for its Snowcreek Resort Newport Beach-based BLVDwest was awarded a marketing campaign project from Becton Dickinson & Co.’s ophthalmic systems division, which makes eye surgical instruments.
