L.A. Ad Club Taps RiechesBaird for Web Work; Lincoln Debuts Concept Coupe
At a time when other ad shops are laying off, Irvine-based Johnson/Ukropina Creative Marketing has expanded its ranks.
After recently landing struggling Jenny Craig Inc.’s $25 million creative account,previously held by Doner in Newport Beach,the agency has added two employees to its 25-person staff. It’s also landed three more clients: Bal Seal Engineering in Foothill Ranch, Information Technology Resources in Buena Park and AD Path Labs in Newport Beach.
Terms of the deals were not disclosed. The ad shop’s services will range from Web site work to collateral, creative campaigns and brand awareness.
“It’s nice to be announcing that we’re hiring rather than laying off,” said Carolyn Johnson, agency partner.
Jenny Craig approached the agency informally, and in less than 35 days the ad shop created 32 television spots, point-of-sale material, direct-mail pieces and other national ad work, according to Joyce Ukropina, another agency partner.
The first campaign, involving everyday women who’ve lost weight, has rolled out and Johnson/Ukropina is knee deep in the second phase of the campaign.
The ad shop takes over Jenny Craig’s work just about six months after Doner was tapped for the job. Johnson/Ukropina was not part of the review last fall in which Doner beat several other agencies to win the work.
Billy Fried, who heads up the non-automotive accounts at Doner, said: “Jenny Craig is in a very difficult business situation and is struggling to maintain relevancy. We liked the people very much and wish them well.”
The La Jolla-based diet franchise has been struggling to turn its business around. The company reported an operating loss of $931,000 on revenue of $76.8 million for the quarter ended March 31, compared with operating income of $2.6 million on revenue of $80.8 million for the first quarter of 2000.
Jenny Craig also reportedly is launching a review for its $25 million media planning and buying business, currently handled by Carat’s Los Angeles office.
RiechesBaird Bids for L.A. Visibility
Irvine-based RiechesBaird Advertising recently was tapped by the Advertising Club of Los Angeles to create a media auction Web site. All proceeds benefit the ad club and two other philanthropic organizations.
“We made it very simple,” said Bob Lorum, director of e-business in charge of the site’s design. “It’s kind of like in and out and no one gets hurt.”
On the site, www.la-adclub.com, browsers can click on a red media auction banner and get a chance to buy national, regional, and local media in television, radio, print and outdoor at discount prices. A closing date for auctions has not been set.
Plus, Lorum said, RiechesBaird gets the added coup of dropping its name into the Los Angeles market.
NeoBrands Lands Broadband Storage
Costa Mesa-based neoBrands has been on the move.
Rick Sharga, executive vice president and general manager, said the shop was hired by Broadband Storage Inc. in Costa Mesa to help the company define its market positioning and strategy. And it recently completed public relations work for the Software Council of Southern California and its flagship event, VentureNet 2001, which was held recently at the Hyatt Irvine. In the meantime, the ad shop plans to work pro bono for Team Up for Down Syndrome, a foundation that raises funds to help organizations that offer support to children with Down Syndrome and their families.
NeoBrands so far has built the group’s Web site and handled some promotional materials, among other things.
Lincoln Rolls Out Coupe Here
A few West Coast car buffs and wannabes got their first peak at Irvine-based Lincoln’s new MK9 (pronounced “mark nine”) concept coupe show car last week.
The automaker unveiled the glossy-black, two-door sports coupe with chrome accents and red leather interior at a VIP event at the Orange County Museum of Art. The event also included an exhibit of more than 140 objects,furniture, clocks, appliances and posters,by leading designers including Norman Bel Geddes and Donald Deskey.
In the meantime, Irvine-based Mercury and Random House Children’s Books teamed up with the nonprofit First Book to deliver new books to hundreds of thousands of needy children across the U.S. Books will be distributed at Mercury Mountaineer Drive for Literacy events in 60 cities.
Bits and Pieces:
Costa Mesa-based Bock Communications Inc., a full-service public relations agency, has been tapped to handle work for Sunnyvale-based Repeater Technologies Inc., which provides services to the wireless telecommunications industry. Terms of the deal were not disclosed. The firm also recently has added several other clients to its roster, including AxcessTel in San Diego, a manufacturer of wireless handsets, Seattle-based Intransit Networks, a provider of asset tracking products and services, and OneTouch Technology, Costa Mesa, a developer of data collection systems for the long-term care industry.
