Bandai Hits the Road with Gundam; Churm Overhauls Web Site
Costa Mesa-based Parker Stephens Inc. advertising recently wooed back former longtime client Raytheon Co.
After a two-year hiatus, David Erickson, Parker Stephens’ president, said Raytheon returned portions of its advertising account to the agency. Parker Stephens worked with the company’s various defense electronics divisions for seven years while they were part of Hughes Electronics. Raytheon bought Hughes in 1997 and shifted all advertising to its undisclosed international agency on the East Coast.
“But it proved to be too overwhelming for them to handle. Now it’s come full circle,” Erickson said.
Including Raytheon, Parker Stephens says it is knee-deep in development for five campaigns. Three weeks ago the agency launched two print campaigns for a big air show in Paris. Billings were not disclosed.
Smokey and the Bandai
Kids got an up-close look at Cypress-based Bandai America Inc.’s Gundam action figures at Wal-Mart stores in Westminster and Orange.
Long Beach’s HWB Inc., a promotional marketing firm, designed and built a 53-foot truck filled with Gundam goodies for client Bandai America, a unit of Tokyo-based Bandai Co., which makes toys, videogames and collectibles, including Power Rangers.
The truck drew hundreds of kids who got to read the history of the Gundam series, view animations and life-size replicas, among other things.
“Companies constantly are looking for ways to break through the clutter of mass media, and mobile marketing does this very efficiently,” said Rebecca Gonzalez, HWB account director.
HWB also manages events throughout the U.S. and Canada for Bandai.
Churm Taps My Webteam
Irvine-based My Webteam Inc. recently beat out 10 other undisclosed agencies to land work from Newport Beach-based Churm Publishing Inc.
Thomas Ryan, My Webteam’s chief executive, said the Web site development and Internet consulting firm aims to integrate seven Web sites, including OC Metro, Metro Menus and OC Family, to make up the ChurmPublishing.com Network.
“We wanted to tap into and leverage the Internet for our readers,” said Karen Wilson, senior marketing manager at Churm.
The firm began work on the project this week. Billings were not disclosed.
Carl’s Latest Pitch
Carl’s Jr., part of Anaheim-based CKE Restaurants Inc., is hoping to capitalize on what it calls the “shrinking lunch hour” with a new product and ad campaign created by Los Angeles-based Mendelsohn/Zien Advertising.
Television and radio spots promote Carl’s Jr.’s new Six Dollar Burger, a half-pound premium beef steak patty similar to those found in mid-scale restaurants, by pushing the idea that consumers can now get the same product at a fast-food joint,but at a lower price and with fewer hassles. Carl’s Jr. charges $3.95 for its burger.
“Both independent market research and our own customers are telling us that they want lunch options that are more substantial and satisfying in terms of quality, but are still quick and convenient,” said Bob Wisely, executive vice president of marketing for Carl’s Jr.
In other news, Carl’s Jr. is celebrating its 60th anniversary. Restaurants in Los Angeles, Orange County, San Bernardino, Riverside and Ventura counties sold Famous Star hamburgers for 60 cents last week. Each customer was allowed to buy up to 10 hamburgers.
Bits and Pieces:
Young & Rubicam Inc.’s Irvine office recently lost a review for Universal Interactive Studio’s $30 million account. The business was awarded to Kovel/Fuller in Culver City Newport Beach-based Lawrence, Mayo & Ponder recently named Brent Barbour assistant media planner. Barbour, former program manager of Irvine-based YPM Inc. in charge of national advertising programs, will work with Emily Adelmann, LM & P;’s media director The Orange County Ad Club and sponsor LTC Group held a Rock & Bowl, Rhythm & Roll event last week at Irvine Lanes.
