Hyundai’s Account Olympics: Down to 10 Contestants
Temp Agency Reports Wind in Sail; Hilary Kaye Teaching Tattoo Removal
Marketing & Media
by Jennifer Bellantonio
It looks like Hyundai Motor America’s $160 million creative account stands a chance of staying in Orange County, though it’s still a little early to tell.
West Hollywood-based Select Resources International, which is leading the review, recently announced that the automaker has narrowed its search to 10 semifinalist agencies, which includes the incumbent Bates USA West, Irvine and its neighbor Foote Cone & Belding.
FCB’s Irvine office is pitching the account with its San Francisco office.
Agency officials declined comment.
This is hands-down OC’s juiciest chunk of business,in terms of billings and the saga surrounding it,to come up for grabs in some time.
Hyundai stunned Bates officials around the holidays by putting its media account up for review (that work was awarded to Carat), and now its creative business is open for bid. A decision is expected by the end of April, according to Select Resources.
Other contenders in the semifinals are: Campbell Mithun, Minneapolis; Grey Advertis-ing, Los Angeles; Hill Holliday, San Francisco; Publicis West, Seattle; Publicis and Hal Riney, San Francisco; and a few others.
These agencies were expected to attend “chemistry meetings” the week of Feb. 25. Hyundai expects to narrow down finalists from these meetings and ask them to complete a strategic and creative work assignment, according to Select.
The automaker is looking for an agency to “build on today’s sales momentum and success while defining the desirable and defensible brand strategy and personality for the company over the next five to seven years,” according to Select.
Temp Turnaround?
Creative Link Staffing Inc., a staffing firm in Newport Beach, says it has seen the light.
“January was our best month in nearly a year,” said firm founder Brian Gold. “We currently have a shortage of talented production artists. While the economy does not resemble the hiring boom we saw in the late ’90s, we are encouraged by the increasing demand for temporary and freelance help.”
Companies that downsized last year are “beginning to feel the effects of a reduced staff sighting an increase in overtime and an inability to meet the demand of their clients,” Gold said.
“In short, agencies are getting busier,” he said.
Plus, Gold added that hiring managers have become more positive regarding their “economic horizons.”
Or, perhaps, that turnaround that industry observers predicted for mid- to late-year is beginning to take place.
Not Forever
Tustin-based Hilary Kaye Associates recently was tapped to handle marketing for Tat2 Be Gone Medical Group Inc., a laser tattoo removal center in Costa Mesa.
“There was no formal review,” said agency president Hilary Kaye. “They found out about us and we pitched them. We have background in healthcare and technology and it was a good fit.”
Billings for the account were not disclosed.
The agency will be handling advertising and public relations for Tat2 Be Gone. Its main goal: education.
“There’s a lot of misconceptions out there about the ability for people with unwanted tattoos to remove them,” Kaye said. “People who’ve attempted to have them removed have encountered great expense, pain and scarring. It’s educating people that it’s safe and effective and can be done.”
The OC shop just broke its first campaign late last month, which consisted of 30-second commercials on local cable networks.
A direct marketing campaign, focused mainly on Orange County, is set to follow.
Bits and Pieces:
Laguna Beach-based ADworx, a marketing firm, was tapped to handle marketing work for The Bell Tower Foundation, a newly-formed organization in Rancho Santa Margarita that raises funds for the city and operates a new community center. ADworx developed the foundation’s name and designed its logo Irvine-based Lages & Associates, which specializes in technology public relations and corporate communications, beat out 10 agencies to become the PR shop of Irvine-based VitalStream Inc., a digital broadcast company. The OC shop is helping VitalStream develop media and analyst relations. It also will provide market research and analysis to help the company “stand out” Morgan Marketing & Public Relations recently was tapped to handle public relations for Dynamic Fabrication Inc. in Santa Ana. The OC shop will be developing press kits, and handling trade show relations and direct mail programs Keena Communications and ADworx recently teamed up to develop a marketing program that educates kids on urban runoff and water conservation Morris Advertising in Newport Beach recently sent out red flyers promoting “Hoodie Hoo Day” on Feb. 20. They urged readers to “grab your friends, run outside and bellow out a hearty “hoodie hoo” to chase away winter. OK, it’s confession time: Any suckers? The Orange County Ad Club will host a seminar on March 7,”Winning New Business-How to Improve Your Odds.” Check out www.ocadclub.org for more details.
