Irvine-based ChopShop is hunting around for some workers after bringing in business.
Partner and creative director Zach Lyons said the shop, which handles video and film production and editorial services, expects to add three positions by next spring.
Two of those jobs will be in the creative department and one will be for account management, Lyons said.
“Current 2008 projections have ChopShop revenues doubling over 2007,” he said. “To accomplish that goal we are actively developing new business among our existing client base in addition to seeking new opportunities.”
ChopShop recently wrapped up work on a commercial for Irvine-based Boost Mobile, part of Sprint Nextel Corp.
The shop developed and produced the high-definition spot, which airs on Fuel TV’s action sports channel.
ChopShop also handles production, editing, graphic design and finishing for other extreme sports series on Fuel TV.
It also works with local advertising shops on projects, including Irvine-based O’Leary and Partners Advertising and Public Relations. The two recently completed a commercial for O’Leary’s client Oroweat, part of Mexico’s Grupo Bimbo SA.
ChopShop said in late 2006 the shop expanded its services to include production and creative capabilities, which has helped drive new business.
In two years, the shop went from six full-time workers to 10, Lyons said.
Three of the positions,two producers and an editor,were added in the past six months. Plus, the shop taps about five to 10 part-time and freelancers, Lyons said.
ChopShop focuses on companies that want to market to youth, whether through TV shows, commercials or online.
“The ongoing luster to capture this demographic’s attention is a big part of why ChopShop continues to grow,” Lyons said.
The shop’s biggest challenge: growing fast while “managing and executing the work we have,” Lyons said.
Plus, the shop has to fight to keep an edge in an industry that “has changed radically over the past few years,” Lyons said.
“The cost of entry is much lower now than it has ever been,” Lyons said. “Equipment to produce visual content is much more affordable for anyone to buy regardless of their talent or infrastructure, ability or experience.”
ChopShop has responded by expanding its services to give clients more options, Lyons said.
“The consumer is in control,” Lyons said. “They want everything on their terms including the content they view. We are now providing content for our clients across all media platforms.”
Domo Arigato Mr. Roboto
Garden Grove-based Antarra Communi-cations picked up a client.
The public relations and marketing shop was tapped by Carson-based OWI Inc., an audio equipment maker, for marketing work for its OWIKit unit, which makes science kits for robotics, electronics and more.
Ned Morioka, OWI president, said the company tapped Antarra because it has experience in electronics.
The work will include national media relations, sponsorships, events and branding.
Mitsubishi On the Hunt
Cypress-based Mitsubishi Motors North America is looking for a new advertising shop.
The automaker recently said it was putting its U.S. general market creative advertising account up for review, which is expected to end June 30.
Incumbent Omnicom Group’s BBDO West in Los Angeles, which won the work three years ago, isn’t going to participate.
Mitsubishi is nearing the end of its three-year contract with the shop.
The company tapped Select Resource International to handle the review.
Mitsubishi spent $155 million in U.S. measured media in 2007, according to TNS Media Intelligence, which tracks advertising spending.
BBDO’s Toronto office will continue to handle Mitsubishi in Canada.
Paying for Digital Marketing
Charlie Granville, chief executive of Irvine-based Capita Technologies, said he continues to watch companies up their digital marketing budgets.
“Marketing is going through the biggest transition since the invention of the television,” Granville said.
Capita, which handles Web marketing, streaming video and more, started working with Interpublic Group of Cos. in 2000. At that time “the average company invested less than 1% of their marketing budget on digital marketing,” Granville said.
Eight years later, Granville said he works with dozens of marketing shops and companies commonly invest 15% to 20% of their budgets on digital marketing.
To bring in more business, Capita adds new services each year, Granville said. Among the newest: search engine optimization and CRM, or customer relationship management.
Also new is “augmented reality,” which lets people view digital three-dimensional images.
It’s big with e-commerce, Granville said.
With things changing so fast, Granville said it puts pressure on his shop to stay cutting edge, which isn’t always easy.
“Finding qualified resources is getting more and more difficult,” Granville said.
So he’s putting more of a focus on training and educating existing staff, he said.
