Al Punto in Universal Finals
Pacific Sunwear Tries to Widen Appeal; Mouse Alum Vandermost on His Own
Marketing & Media
by Jennifer Bellantonio
Tustin-based al Punto Advertising Inc. is duking it out for some juicy accounts.
Peggy Goff, the shop’s president and director of strategic planning, said the agency is one of two in the “final finals” for the Hispanic advertising account for Universal Studios in Hollywood.
Goff said the review started last year with nine agencies.
Apparently, Universal Studios invited al Punto to pitch since the OC shop has a lot of experience with theme parks, according to Goff. Al Punto did Disneyland’s Hispanic advertising work for five years, but that ended in 1999 when Disney took the work in-house.
Meanwhile, al Punto still is waiting to hear about Mervyn’s His-panic advertising acc-ount for California and Texas, which includes about 600 stores.
“It would be a major win for us,” Goff said.
While most ad shops floundered in 2001, al Punto held its own. Goff said the agency was in six pitches and won five last year. Plus, the shop’s existing clients, such as Pillsbury, gave al Punto more work.
“It was really busy,” Goff said. “We had a great 2001. The census numbers really helped things take off.”
PacSun Targets Girls
Anaheim-based Pacific Sunwear of California Inc. hopes a little sweet talking may lure more girls through its doors.
OK, so maybe the retailer isn’t exactly going that far, but it did develop its latest campaign to appeal more to the feminine side of its customer base.
“Our goal is to strengthen the rapidly increasing juniors portion of the business, while maintaining PacSun’s strong presence in this youthful, lifestyle category,” said Carol Apkarian, director of marketing for PacSun.
The new campaign, pushing PacSun’s history as the original retailer of “California Lifestyle” fashions for men and women, positions the “fashion-conscious teen girl as an integral part of that lifestyle,” Apkarian said.
The ads feature girls alongside guys and tones down the manly “core” sports image portrayed in previous PacSun ads.
Bates USA West in Irvine handled the $7 million marketing campaign. The print effort will debut in March teen books including YM, Seventeen, Teen and Teen People.
Media by Design Opens Here
Media by Design, a media company specializing in video, high-definition TV and multimedia production, has hung its shingle in Irvine.
The Houston-based business has expanded west to better serve clients in the area according to chief executive Dennis Backer, who is leading the new office.
Plus, the move enables Media by Design to penetrate a new marketplace and introduce the company’s new product, PocketMedia, which is a compact disc business card.
Backer will be working with the Houston office.
Vandermost Starts Own Shop
Philip Vandermost, formerly a public relations bigwig at Disney, recently started his own public relations company in San Juan Capistrano.
Vandermost spent four years as a senior public relations manager responsible for community, media and government relations for Walt Disney Imagineering’s $1.4 billion Disneyland Resort Development.
After the project, Vandermost said Disney reduced its workforce and he started his own shop called Vendermost Public Relations. Clients include MainPlace mall in Santa Ana.
L & M; Pushed Hyundai Parts
L & M; Marketing Inc. in Costa Mesa recently launched Fountain Valley-based Hyundai Motor America’s national accessories and parts campaign kits for 2002 models. The materials are now on display at more than 500 Hyundai dealerships nationwide.
The campaign, aimed at prospective buyers, promotes how to finance accessories as part of car loans. L & M; created a benefits and features guide to get the message across.
The agency also is working on a branding campaign aimed at Hyundai’s existing customers that promotes consumer accessories, including framed posters, cards and mats.
Bits and Pieces:
Irvine-based Lages & Associates was recently selected as Huntington Beach-based Optical Laser’s public relations agency of record Morgan Marketing & Public Relations in Irvine was recently tapped by Winchell’s Donut House to be its full-time public relations agency. The account was formerly held by Laguna Hills-based Laer Pearce & Associates. Morgan Marketing will handle media relations, community relations, special events and internal communications. It recently kicked off its 2002 work by promoting Winchell’s annual Super Bowl Donut Poll Stun Gun, an Irvine-based editorial, graphic design and finishing house, recently completed work on television spots for Johnson Ukropina in Irvine and their client, Jenny Craig. The shop also helped Spasmodic in Laguna Beach edit a music-oriented trade show video for client Remo Are wedding bells in your future? Head to South Coast Plaza this month for a slew of bridal events showcasing jewels and dresses, trunk shows and a chance to win prizes p11 creative in Santa Ana Heights recently designed and launched a flash Web site for Austin Taylor, a custom clothier and wardrobe consultant.
