Picket Fence Media has launched a weekly newspaper in Dana Point.
The San Clemente-based company, which owns the San Clemente Times and Capistrano Dispatch weekly papers, said the latest publication, called DP Times, is distributed on Fridays to homes and businesses throughout Dana Point.
Picket Fence plans to circulate 10,000 copies.
The company has been building a following in South County. It launched SC Times in 2006 and last year bought The Capistrano Dispatch, which covers San Juan Capistrano.
Next month, the company is moving its headquarters to Capistrano Beach.
The Dana Point paper and Web site “completes our South County growth plan,” said Norb Garrett, publisher and founder of Picket Fence.
The paper’s editorial team is led by senior editor Jonathon Volzke, founder of the Capistrano Dispatch and a former reporter at the Orange County Register.
Picket Fence plans to offer advertisers a discount if they run spots in the three papers and on their Web sites, according to Garrett.
Y & R;’s Celeb Spots
Young & Rubicam Brands in Irvine is knee-deep in work for client Jenny Craig Inc. of Carlsbad.
Rick Eiserman, who heads Y & R;’s local office, said the shop recently finished shooting TV commercials for Jenny Craig.
Y & R; brought in the $60 million advertising account last year after a competitive review.
The shop is sticking with celebrity spots for Jenny Craig, which have “worked effectively in the past,” Eiserman said. Past campaigns included actresses Kirstie Alley and Valerie Bertinelli.
Y & R; continues to look for workers to help with Jenny Craig and other clients.
The shop has been looking to fill 12 to 15 openings, particularly in digital work, Eiserman said.
Some of Y & R;’s other work includes Accenture Interactive’s $30 million account, Toshiba America Information Systems Inc.’s digital music players, worth about $20 million, and work from Irvine’s Autobytel Inc., worth about $10 million.
Last year, Y & R; added about $150 million in billings and hired about 50 people.
The Irvine office has estimated yearly billings of $320 million.
Healthier Bell
Irvine-based Taco Bell Corp. rolled out a marketing campaign for the new year.
The work, created by Chicago-based DraftFCB’s Irvine office, pushes nine healthier foods as part of Taco Bell’s fresco menu.
Taco Bell is promoting the items, which are said to have less than nine grams of fat each, through ads on boards at restaurants with tray liners, posters and brochures.
The Mexican restaurant chain, part of Yum Brands Inc., also is running print ads in women’s and fitness publications.
The food is prepared with salsa instead of cheese and sauces. Taco Bell hopes to bring in new customers with the lighter items.
The company typically attracts young males, said David Ovens, Taco Bell’s chief marketing officer.
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Open Minds ad for La Crema Winery: work includes ads, tasting room |
Wine Work
Irvine-based Open Minds spent the past year researching for client La Crema Winery in Sonoma County.
Now the marketing shop is starting a campaign for the brand, which is part of Jackson Family Farms LLC in Santa Rosa.
Open Minds, part of Santa Monica’s Rubin Postaer and Associates, said the work includes advertising, wine club marketing materials and a tasting room for La Crema.
The shop interviewed customers from across the U.S. to develop the creative work behind the branding campaign.
Ads are running in Bloomingdale’s Little Brown Book, Food & Wine and other publications, including Los Angeles Magazine.
Marketing Combo
Two marketing shops have combined.
BDA Marketing, formerly based in Anaheim, recently joined with Creative Ad & Print Inc. in Garden Grove, said Valerie Berberet, president of Creative Ad & Print.
BDA took the Creative Ad name, she said.
The shop now has 19 workers.
Belinda Hildebrant, BDA principal, is staying on and helping Creative Ad expand its marketing team.
Creative Ad offers advertising, marketing and printing, including direct mail campaigns, outdoor signs and other promotions.
Morgan’s Fatburger Work
Morgan Marketing & Public Relations LLC in Irvine is rolling with assignments from new client Fatburger Corp. of Santa Monica.
The shop recently landed the public relations account from the hamburger chain. It is handling local and regional publicity for Fatburger’s restaurants and helping the company promote itself in new markets including China and Dubai.
