DGWB Advertising’s work for Toshiba America Information Systems Inc.’s Computer Systems Group over the past year helped the agency win another division’s estimated $10 million account this month, bringing the agency’s Toshiba business to roughly $50 million a year.
Toshiba’s Electronic Imaging Division hired DGWB as its agency of record to develop a national branding campaign to launch in the fourth quarter.
“We were very impressed with the work they did for Toshiba’s computer systems division,” said Mark Matthews, vice president for marketing at the Electronics Imaging Division.
But the agency’s creative talents were only partly responsible for the decision.
“We showed them how we could save them money because we are already buying so much media for the computer systems division,” said Jon Gothold, DGWB’s creative director.
The division, which makes copiers, fax machines and multi-function printing products, hired DGWB this month without a review. The work includes broadcast television and print advertising.
About a year ago, DGWB won the Computer Systems Group account, then estimated at $30 million a year in billings, but that division’s business has grown to about $40 million annually, company officials said. A few months later, DGWB’s design department won another $1 million assignment to develop collateral materials such as brochures for Toshiba.
DGWB ranks No. 7 on the Business Journal’s most recent list of OC’s largest advertising agencies, with 107 billings of roughly $100 million annually and about 100 employees. The Irvine-based agency plans to move to new offices in Santa Ana next month.
No Commercial Potential?
Local members of the Orange County Ad Club and Digital Orange County will gather Wednesday at the Hilton Irvine to discuss the threat of emerging technologies to television commercials and programming in a luncheon called “Interactive TV: The End of the World as We Know It?”
The discussion will focus on the effect of personal video recorders and commercial zappers such as TiVo that allow viewers to bypass commercials and watch shows whenever they want, said Billy Fried, head of interactive advertising at Doner in Newport Beach.
“What happens to commercials if no one is watching them anymore?” he said. “What happens to commercial programming if advertisers aren’t supporting it anymore?”
These are the questions the panel will discuss at the seminar. The panel is set to include: Stacy Jolna, chief programming officer, TiVo, San Jose; Stuart Gross, chief executive, Random Order in Culver City; Lisa Kruglov, vice president, Respond TV in San Francisco; and Cathy Jones, director of sales, ABC National Television Sales in Culver City.
Social Calendar Planned
Orange Coast magazine in Newport Beach is working with Sue Cannon, principal at OC Public Relations, to create a monthly social calendar special section listing local charitable events. Ruth Ko, publisher of Orange Coast, said the magazine’s current calendar is focused on arts events, but the new one will help organizers plan events without worrying about overlapping with existing functions.
“This was Sue Cannon’s brainchild,” Ko said. “We decided to do it as a joint venture.”
Cannon will write a column as part of the 16-page section on fundraising and event tips.
The section will be funded by four sponsorships to be announced. The magazine’s society columnist, Gloria Zigner, will continue to write her “Zignature” column in a newly expanded society section.
Additionally, Orange Coast recently hired two former Daily Pilot employees as editors.
Nancy Cheever was named editor replacing Patrick Mott who left to pursue a freelancing career. Anastacia Grenda was hired as managing editor.
Bits and Pieces:
A national manufacturer of centrally managed electronic irrigation control systems has hired Irvine-based Integrated Marketing Works as its agency of record. Signature Control Systems, which recently relocated its headquarters in Irvine, manufactures irrigation systems used by golf courses, athletic turf facilities and industrial landscaping projects. The agency will develop a marketing program, including trade advertising, media relations and promotions The Sturgess Company, Newport Beach, has picked up a new account with STI Medical Products in Costa Mesa to handle its national marketing and advertising. The agency, which specializes in medical device marketing services, will launch a new emergency medical stabilization device used by paramedics and emergency medical technicians Electronic Media Communications, Irvine, reports the average number of people who watch the video news releases it produces is roughly 12 million, according to audience figures provided by Nielsen Media Research using Sigma technology. The agency has distributed 36 video news releases year-to-date and generated a combined 213 million viewers including its top release for Nabisco Mini Oreos launch Nan Johnson, director of diversified communications services for Newport Beach-based Mendoza, Dillon & Asociados Inc., has been chosen by the Promotion Marketing Association Inc. to chair the diversity marketing committee, co-chair the Southern California chapter and join the Reggie Awards Committee Fountain Valley-based Hyundai Motor America’s 2000 Accent GL was named the “Best Overall Value” by the Southern California Automobile Club’s target car report.
