Irvine-based RiechesBaird Inc. added two advertising veterans to its management team.
The shop recently hired Julie Flesch and Tatia Bracken as senior brand managers. They’re set to oversee RiechesBaird’s accounts, including planning, advertising, electronic business and public relations.
Ray Baird, agency president, said Flesch and Bracken will “help shape the future of (RiechesBaird) as we continue to grow.”
The shop has about 40 workers and about $50 million in capitalized billings in Orange County.
Flesch will handle two of the shop’s biggest accounts, Toyota Material Handling U.S.A. Inc. and ITT Technologies. Previously, she worked at MossWarner Communications Inc. in Mission Viejo and Hayes Martin Associates Inc. in Costa Mesa.
Bracken’s accounts include Destination Irvine Business & Tourism and The Irvine Company. She most recently worked at GreenSpun Media Group in Las Vegas.
RiechesBaird is hoping to lure more work.
Baird, in a past Business Journal interview, said clients are demanding return on their investments and forcing shops to get sharper.
“The days of, ‘Trust me on this one,’ are over,” Baird said. “If you can’t prove it, you’re going to lose it. We’ve seen a major shift to clients investing in writing business plans and go-to-market strategies.”
He said the shop is being asked to “not only think outside the box, but burn the box.”
Moss’ Stellar Win
MossWarner Communications recently snagged a new client.
The shop was tapped by Australia’s StellarInteract to help promote its entertainment programming for airline flights.
StellarInteract was launched in early 2005 after Irvine-based Interact Network Inc. teamed with Sydney-based Stellar Inflight, which offers in-flight programming as part of Australia’s Stellar Group of Cos.
StellarInteract tapped MossWarner to build name recognition through print, event and online marketing.
“With StellarInteract, we had two companies that came together with different offerings and different cultures,” said Bob Smithers, president of MossWarner. “However, they both shared a passion and strong reputation for customer service. That was their differentiation and the unifying theme in their new messaging.”
The OC shop hopes to create some buzz for StellarInteract at the annual World Airline Entertainment Association conference in September in Germany.
“Being that this is a critical time for our organization, we needed to work with an agency that understands the sensitivities of effective branding and positioning,” said John Bruckman, chief executive of StellarInteract, which has Irvine offices.
Ready to Roll
Aston Martin North America in Irvine is taking its marketing on the road starting this week to promote its newest sports car.
The British automaker, which is part of Ford Motor Co.’s Premier Automotive Group in Irvine, plans to hit 35 cities to show its new two-seater, the 2006 V8 Vantage (see related item on page 15).
The tour will kick off in Los Angeles, and include private viewing parties near Aston Martin dealers in the U.S. and Canada. The events, slated to run through Nov. 18, will give people the first look at the sports car, which is scheduled to arrive at U.S. dealers in early 2006. The car, which is expected to sell in the $110,000 range, already is sold in Europe. It’s set to compete with Porsche, according to company executives.
The Vantage is part of Aston Martin’s push to grow its North American business, which includes expanding its dealer network. The automaker also plans to expand its network of dealers in the U.S. to 38 from its current 31, according to a recent report in London’s Financial Times.
Growing Eateries
Lake Forest-based Del Taco Inc. continues its expansion outside California.
The Mexican fast-food chain recently signed a deal to open three restaurants in Washington.
The company already has two restaurants there in Vancouver and Spokane.
Three restaurants are slated for counties that include Walla Walla, Franklin and Yakima.
Three Southern California natives run the new franchisee, Del Quatro LLC. Privately held Del Taco plans to open to 21 restaurants in Washington over time, the company said. It currently has more than 445 restaurants, the bulk of which are in California. Del Taco’s forays in recent years have included Michigan, Illinois and Missouri.
Memory Improvement
Santa Ana-based Script to Screen Inc. recently wrapped up its third infomercial for Infinite Mind and its eyeQ nutritional supplement program.
In the spot, Script to Screen pitches the eyeQ reading and brain enhancement program, which claims to help people improve their memory, concentration, comprehension and reading, the shop said.
The OC shop was tapped for the job after getting a good response for its 2002 and 2004 commercials, which have helped sell more than 600,000 units, it said.
