RiechesBaird Wins $2.3M Account for Toyota Material
Y & R; Exec Lands Dream Job; Mendoza Changes Name, Debuts Tagline
Marketing & Media by Jennifer Bellantonio
Irvine-based RiechesBaird Advertising beat out 26 other agencies to win Toyota Material Handling USA Inc.’s $2.3 million account.
The forklift and lift truck division of Toyota recently moved from Torrance to Irvine.
“We knew that RiechesBaird was the best fit for us, both in terms of our objectives and our culture,” said Shankar Basu, the division’s president and chief executive.
The review lasted six months. Toyota Material Handling chose RiechesBaird because of the “firm’s branding focus, internal research capabilities and proven mix of high caliber marketing services,” according to company officials.
The agency already has begun work.
Chief Executive Ryan Rieches said the ad shop is “devoting our top talent to help them solidify their position as the leader in the material handling industry.”
Jaguar Promotion
An automotive advertising exec at Y & R; Cos. in Irvine is moving up the ladder.
Steve Patterson, former senior vice president, account director on Ford Motor Co.’s Mercury brand, was recently promoted to senior vice president, brand team leader on Jaguar, part of Ford’s Premier Automotive Group based in Irvine.
“Jaguar is the type of brand that you dream of working on,one with a passionate, rich history,one with unique character and an intriguing cache,” Patterson said. “While I’ve worked on a number of great automotive brands in the past, Jaguar does offer a new perspective from its distinctive British persona to its unique customer base.”
In Patterson’s new role, he’ll oversee national advertising, retail and direct marketing for Jaguar, a sizeable account that Y & R; won last year.
In the past, Patterson has worked on a number of automotive brands at various agencies, including Hyundai, Nissan and Mazda.
Patterson said he hits the ground running with Jaguar.
“There are a number of product launch plans in motion (the new 2003 S-Type and a new XK) that will be the immediate jumping-in point,” he said.
Image Makeover
Changes continue at Mendoza Dillon & Asociados Inc.
Last week the Hispanic ad shop dropped the “Asociados” from its name,it’s now called Mendoza Dillon,and unveiled a new logo using the initials “MD.”
The image replaces that gold colored “MD & A;” graphic which has been used since the agency was founded in 1979.
“Mendoza Dillon was a pioneer with the emergence of the Hispanic market and we want to continue to show that we are in the cutting edge of the Hispanic market,” said Carlos Mendez, executive vice president, chief creative officer.
The ad shop will launch a new national trade advertising campaign this summer to promote the changes and its new tagline: “MD the cure for the common ad.”
Mendez says the agency looks at clients’ product needs from different creative angles to come up with marketing that’s expressed in a concise and relevant way.
The name change comes after the agency relocated to new digs in Aliso Viejo, which is part of plans to revamp it image.
PacSun Goes to Doner
The Newport Beach office of W.B. Doner & Co. has walked away with Anaheim-based Pacific Sunwear of California Inc.’s $10 million creative and media account.
The news followed a short review started just days after PacSun’s former agency, Bates USA West in Irvine, lost its biggest client, Fountain Valley-based Hyundai Motor America last month.
“Doner demonstrated a genuine understanding of our brand and product lines,” said Greg Weaver, chairman and chief executive at PacSun.
Plus it helped that Doner has at least one former Bates exec, Mark Weinfeld, who led the pitch for PacSun’s business.
The account will be serviced out of Doner’s Newport Beach office, with help from its Detroit headquarters. The first campaign is expected to break in the third quarter.
Doner will handle advertising, media buying and marketing for the PacSun brand and its more than 749 retail stores in the U.S. and Puerto Rico.
Bits and Pieces:
Santa Ana Heights-based p11 creative designed the Web site, brochure, posters, print ads and banner signage, among other things, for Pediatric Cancer Research Foundation’s annual 5K Walk-A-Thon and 1K Kids Fun Walk, which will be held on July 14 at the Irvine Spectrum … Irvine-based Morgan Marketing & Public Relations was tapped by Irvine-based KRh Thermal Systems Inc., to handle public relations for its Hot Choice Diner, a vending machine that makes frozen-to-cooked dishes in about 90 seconds. The machines are featured in theaters, schools and other places Kim Craft, former co-owner of Communication Advocates, has started a new public relations agency called Echo Media Group in Tustin Costa Mesa-based Robertson & Schmidt recently finished two campaigns for Charter Communications Inc., which promotes its new interactive TV channels, video on demand and value packages, and Time Warner Cable/DIY network, which launched a direct-mail campaign Newport Beach-based Johnson Gray Advertising Inc. has been busy doing work for the Orange County Tourism Council. The ad shop recently relaunched a new Web site for the council, www.visitorange-county.net, updated its brochure and has been developing radio spots and print media ads Lake Forest-based The Creative Lab launched a new home improvement loan campaign for client Xerox Federal Credit Union featuring a character called “The Fixer.” The work, launched in April, consists of direct mail, inserts, posters and counter cards, among other things.
