Pacific Communications Enlisted for Allergan, J & J; Work
RiechesBaird Launching Bosch Appliances; Fancy Publications Picks Up Primedia Magazines
MEDIA
by Jennifer Bellantonio
On the heels of W.B. Doner & Co. nabbing Santa Ana-based PacifiCare Health Systems Inc.’s $20 million advertising account (see Healthcare, above), Pacific Communica-tions has racked up its own wins with Orange County healthcare businesses.
The Costa Mesa-based agency, which specializes in healthcare clients, recently was named the agency of record for Johnson & Johnson’s Irvine-based Advanced Sterilization Products unit and for Allergan Inc.’s Tazorac product, a skin medication used to treat acne and psoriasis.
Ryan Abbate, president of Pacific Communications, declined to disclose billings for the accounts but called them “significant.”
Pacific Communications took part in reviews for both accounts, Abbate said. The agency beat incumbent Harrison and Star and undisclosed hopefuls to take home a chunk of Irvine-based Allergan’s business. It bested at least four agencies, including BGM/FMJ Health Communications in Los Angeles.
Campaigns for both clients are business-to-business focused, Abbate said. Work for both accounts began a few months back, he said.
For Allergan, Pacific Communications is handling the branding, positioning and promotion of Tazorac’s new use as a treatment for photoaging, or skin aging caused by sun exposure. For Advanced Sterilization Products, the agency has developed marketing materials for the company’s Sterrad equipment for sterilizing surgical devices as well as its Cidex solutions.
Danke Schoen
RiechesBaird has been tapped by Huntington Beach-based BSH Home Appliances Corp., part of Germany’s Bosch and Siemens Home Appliances Group, to launch a new small appliance business in North America.
The Irvine-based agency is handling branding, advertising and public relations work. BSH debuted the products last week at the International Housewares Show in Chicago.
There was no formal review. Bosch was referred to RiechesBaird through Heller & Partners of Germany. Both firms are members of MAGNET, a global network of marketing and ad agencies.
“Immediately we felt a great fit with RiechesBaird,” said Hans-Peter Haase, president and chief executive of BSH.
Billings for the account were not disclosed.
Pet Project
Fancy Publications Inc. continues to feed its appetite for animal magazines.
The Mission Viejo-based pet and veterinary trade publishing company recently acquired Dog World and Cats magazines from New York-based Primedia Inc., which has been making some changes to its special interest publications as part of an overall effort to save money.
Fancy already publishes Dog Fancy and Cat Fancy magazines, but said the additions will compliment its offerings.
Dog and Cat Fancy are targeted toward a general interest market, while Dog World and Cats are geared more toward breeders and people who show animals, said Leanne Harvey, marketing manager at Fancy.
There will be no interruption of publication of Dog World magazine, Harvey said.
“It will be published under the Fancy Publications masthead beginning with the March issue,” she said.
Cats, which Primedia folded last year after 56 years of publishing, will be reintroduced on an undetermined date. Its circulation was more than 106,000.
“We’re developing a strategic plan of where we want to take it,” she said.
Think Different
Foote, Cone & Belding, Southern California on Saturday was set to launch a new global ad campaign for Carlsbad-based TaylorMade-adidas Golf.
The work consists of 14 television spots and print ads, which are set to debut in the February issues of Sports Illustrated, Golf Digest and Golf World, among others. TV spots are set to run during major PGA tournaments on national networks and cable programming.
The theme, “I’m different,” is woven throughout the campaign. It features various PGA players and professionals talking about their unique swings and why TaylorMade-adidas clubs fit their needs.
FCB worked with offices worldwide to roll this campaign out. One spot features Japanese player Hidemichi Tanaka, which is translated in both English and Japanese.
Bits and Pieces:
Sharp Electronics Corp. recently tapped Irvine-based BDS Marketing to develop a retail marketing program for its new Aquos series of flat-screen TVs. The campaign, which focuses on assisted selling, merchandising and fulfillment, will concentrate on Best Buy Co. stores in OC and other areas. Billings were not disclosed Madeline Zuckerman Public Relations & Marketing Inc., Newport Beach, now is handling public relations and special events for the Irvine office of home furnishings retailer Cantoni Inc. Irvine-based Maple Communications Inc. is directing a public relations campaign for Alorica Inc., a customer relationship management service firm in Chino Knott’s Berry Farm is busy promoting its new 1950s-themed rollercoaster, the Xcelerator, which debuts in May. This bad boy comes complete with yellow and orange flame-emblazoned fin-tailed hot rods and goes as fast as 82 m.p.h.
