Irvine-based digital media company Specific Media LLC continues to attract big-name marketers in its ongoing turnaround campaign for social-media company Myspace LLC.
This time the brand partner is Irvine-based Taco Bell Corp., which has signed on for an upcoming Web series set to launch on Beverly Hills-based Myspace’s site. Specific bought Myspace last year and has been trying to transform the site into a hub for music and entertainment.
Since the purchase, the company has launched Myspace Music Player, a free online music library, after cutting licensing deals with Sony, Universal, EMI and Warner and thousands of indie labels. Myspace TV launched in January through a partnership with Panasonic.
Specific hired former Fox Filmed Entertainment executive Roger Mincheff in February as president of Myspace Entertainment. Mincheff struck a deal with Fox Digital Entertainment, part of New York-based News Corp., and Irvine-based Kia Motors America Inc. to offer an eight-episode series called Wolfpack of Reseda.
The Taco Bell series, which has seven episodes and is called Let’s Big Happy, again comes courtesy of Fox Digital. Each episode features performances from a different Taco Bell-sponsored music artist, backed by the fast food company’s Feed the Beat program, which supports up-and-coming artists.
Taco Bell’s newly launched Doritos Locos Taco will get a plug in the final episode.
Agency Merger
Fullerton-based Graves Advertising Plus recently merged with La Habra-based Helen Butler Graphics.
The newly formed agency now has 10 workers, with three hires expected soon, according to Chief Executive Gary Graves.
Helen Butler Graphics specialized in advertising and design work for print and online.
“Merging our businesses is a great way to tackle the challenges of this economy while bringing together nearly 80 years of combined experience in marketing, advertising, design and technology for our clients,” Graves said.
Graves Advertising’s client roster includes Fullerton-based Pacific Community Credit Union, La Habra Chamber of Commerce, and Worldwide Facilities Inc. of Los Angeles.
Last year the agency combined with Fullerton-based Advertising Plus Inc., changing to the name it currently operates under.
Myra Lookabill, former head of Advertising Plus, is now chief operating officer at Graves Advertising.
Helen Butler, former head of Helen Butler Graphics, is now chief creative director.
Churm Marketing Division
Newport Beach publisher Churm Media is in the content marketing business, with a new division for custom content.
Churm, which has 30 workers here, is the publisher of OC Metro, OC Family, OC Menus and Southland Golf. It also owns RipeOrange, a marketing and communications firm.
Custom content goes by many names, including content marketing or corporate journalism. All of those terms refer to any marketing efforts that do not take up the typical appearance of an advertisement or corporate communications.
Examples of this locally include Foothill Ranch-based sunglasses maker Oakley Inc. and Santa Ana skateboarding-inspired clothing company Ambig. Both companies publish magazines that cater to the interests of the demographic they target.
Magazine content goes beyond products and into interviews and article topics ranging from sports and athletes to art and music.
Churm’s new division seeks to capitalize on companies’ interest in content marketing.
The new division offers companies help creating magazines, blogs, news releases, newsletters and video content, among other things.
Kimberly Porrazzo, Churm Media custom content president and editorial director, is leading the new division. She previously served as editorial director for Churm’s four publications.
The “dramatic increase in demand for custom content” spurred the launch of Churm’s new service offerings, Porrazzo said.
“More and more companies are in need of professionally written website content, well-researched and engaging blog posts and SEO-rich news releases,” she said.
A magazine—called Avenues and created for Newport Beach-based Irvine Company’s apartment residents—is an example of work the new division has already done.
Bits and Pieces
Chicago-based Groupon Inc.’s Groupon Scheduler launched earlier this month and is geared toward small-business owners. Scheduler lets companies accept appointments, create employee schedules and set customer reminders among other options via the Internet. The service is free. … Orange-based Westinghouse Digital, which designs and markets flat TVs, has been giving away one 46-inch TV every weekday this month during Fox Sports Radio Los Angeles’ The Dan Patrick Show. Winners are announced on the air by Patrick. The contest runs through Friday.
