Fountain Valley-based Hyundai Motor America Inc. has been getting lots of buzz for waffling over its decision on Super Bowl ads.
In October, the automaker plunked down millions to buy time for two 30-second spots from Fox.
Then, earlier this month, Hyundai said it might drop its commitment for the Super Bowl commercials because the weakening economy was giving it some jitters, according to trade publication Automotive News.
The Super Bowl airs Sunday. Thirty-second spots reportedly cost $2.7 million to $3 million a pop.
Chris Hosford, Hyundai spokesman, had told Automotive News that “economic indicators clearly show the economy is slowing” and the automaker wondered, “Is this the best thing to do with our advertising funds in the first quarter?”
But Hyundai since has backpedaled.
The automaker, part of South Korea’s Hyundai Motor Co., now says it plans to stick with its Super Bowl ads, which are expected to air on the second half of the game. It’s unclear if Hyundai was unable to sell its spots or get out of the commitment.
Trade publication Advertising Age, a sister to Automotive News, said there was more behind Hyundai’s indecision.
There’s been speculation that the automaker wasn’t happy with the creativity behind the Super Bowl ads, something Hyundai has denied.
Instead, Joel Ewanick, vice president of marketing at Hyundai, told Advertising Age that there were “thoughts about the timing of certain launch vehicles and some thoughts about the industry.”
Omnicom Group Inc.’s Goodby Silverstein & Partners handles Hyundai’s creative advertising.
The automaker recently swapped media buyers. It tapped Interpublic Group of Cos.’ Initiative. Aegis Group PLC’s Carat previously handled the work.
Hyundai’s parent company is expected to post a rise in profits in 2008 but is expecting heavy competition, particularly in the U.S. and China, in part because of a shaky economy.
Some say U.S. sales might not be as favorable as before, despite new models.
Borgatta to OC Metro
Churm Media in Newport Beach hired an editor for its OC Metro Business magazine. It didn’t have to look far.
Tina Borgatta took the reins. She is the former executive editor of Orange Coast Magazine in Newport Beach, which was sold last year to Indianapolis-based Emmis Communications Corp. Borgatta left amid changes playing out under Emmis.
OC Metro Business is printed twice a month and has a Web site. The publication, which launched in 1990, recently was revamped.
Changes include swapping its name from “OC Metro” to “OC Metro Business” and adding a bigger focus on business, such as technology, real estate, retail and manufacturing.
“Orange County is growing at a remarkable rate,” said Steve Churm, founder and publisher of Churm Media. “And technology is growing even more quickly. Our goal is to keep pace.”
Churm Media’s other publications and Web sites include OC Menus Dining Guide, OC Family and Inland Empire Family magazines, Body Beautiful magazine and Southern California Home & Outdoor magazine.
More on DisplayWorks
I’ve gotten more background on Irvine-based DisplayWorks’ acquisition by a private equity firm from Herb Hite, president of DisplayWorks.
Hite said DisplayWorks, which makes tradeshow booths and other marketing displays, expects to see more opportunities under new parent Columbia, Md.-based JPB Enterprises Inc., which owns two other display and marketing exhibit makers.
“For starters, new geographical markets will open up,East Coast and Midwest,” Hite said.
JPB is buying DisplayWorks from London’s Mice Group PLC, which has been dealing with financial woes and shopping around for a buyer for DisplayWorks since last year.
As part of JPB Enterprises, DisplayWorks also stands to get more “management experience, warehousing capacity, geographic support for account management, project management depth, design capabilities and experienced account executives,” Hite said.
DisplayWorks is optimistic about 2008.
Hite said the company is expecting a “small economic recession” the first half of the year, with things improving by fall, when the economy is expected to rebound.
“Tradeshow/exhibits tend to lead marketing spent out of a recession,” Hite said.
Plus, Hite said, in past years a number of clients continued to tap DisplayWorks, even in a weaker economy.
“We’ve also experienced clients that aggressively promote their products and services when competitors cut back marketing budgets, specifically to gain market share,” Hite said. “Tradeshows continue to offer a good return on the marketing dollar by providing face-to-face opportunities with prospects and existing customers who come to the tradeshow to see exhibitors.”
DisplayWorks also plans to widen its services overseas by using some existing partners, Hite said.
“By increasing the global nature of our business we lessen our dependency on the U.S.,” Hite sad.
Bits and Pieces:
Costa Mesa-based RVCA Clothing just launched a new company Web site and sent out an e-mail blast promoting the changes. The company, which makes clothes inspired by surfing and skateboarding, recently signed on professional surfer Makuakai Rothman to promote the brand Porter Novelli public relations shop in Irvine recently promoted Brenda Deeley to senior vice president. The shop, which is part of Omnicom Group Inc., said Deeley previously was a vice president. She oversees the firm’s local and San Diego offices. Porter Novelli’s clients include the Boise Valley Economic Partnership and American Planning Association California Chapter.
