Well, after a two-month break, I’m back.
I’ve been in baby boot camp after giving birth to a gorgeous little guy named Braden Joseph. He was born October 25 at 12:13 a.m. and weighed 7 pounds, 1 ounce. One peek at those big eyes, long eyelashes, plump cheeks and curly dark hair, and my husband Tony and I were smitten.
It’s been all about diapers, baby powder, cra-dling and cooing. And lety’s not forget watching all those late-night talk shows during early hour feedings. Now, it’s time to throw some typing into the mix. Here goes
Lake Forest-based Sole Technology Inc. is getting more aggressive about reaching a wider market.
The skateboard shoemaker, which makes etnies and Emerica shoes, recently tapped Irvine-based Open Minds to help get its name beyond hardcore skaters to wannabes.
The Orange County shop is targeting mainstream media with print marketing campaigns.
“Action sports is no longer just about those who participate,” said Yasemin Oktay, Sole’s director of visual marketing. “Approximately 50% of the general youth market is influenced by the action sports lifestyle in their decision to buy clothes, shoes and accessories. This is an opportunity that cannot be overlooked.”
Open Minds, which is part of Rubin Postaer and Associates, beat out some five other shops, including Miami-based Crispin Porter + Bogusky, to snag the work. Billings weren’t disclosed.
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Kendall-Jackson founder Jess Jackson in Open Minds ad: a first for winemaker |
The campaign, called “Taste of Truth,” features Kendall-Jackson founder Jess Jackson, a first for him, according to Ponzi.
Sole liked the shop’s action sports work, according to Oktay. Angelo Ponzi, executive vice president of Open Minds, also is founder of Trabuco Canyon-based action sports researcher Board-Trac.
The first campaign targeted teen girls with full-page color ads that ran in national publications, such as Teen Vogue, Elle Girl and Seventeen.
Girls have been a big growth driver for action sports brands and retailers, including Anaheim-based Pacific Sunwear of California Inc. and Huntington Beach-based Quiksilver Inc.
In other news, Open Minds recently launched a new campaign for client Kendall-Jackson. The print ads ran in a variety of magazines, including Vanity Fair, Architectural Digest, Bon App & #233;tit and Cooking Light.
ASR: Tsunami Aid
Last weekend’s Action Sports Retailer Trade Expo in San Diego had loud music, T-shirt contests, a vintage surfboard auction, scantily clad babes, a fashion show and live skate demos.
A slew of OC surf brands showcased their garb, including Quiksilver, Irvine-based Billabong USA and Irvine-based Rusty.
There also was a big fund-raiser.
ASR organizers and several associations, including Board Retailer Association and San Clemente-based Surf Industry Manufacturers Association, raised money to help victims of the tsunamis in Southeast Asia,a place that’s home to hot surf spots and is well-traveled by members of OC surf brands.
Attendees of the show, which is owned by Laguna Beach-based VNU Expositions, could buy a black tsunami relief wristband for $5. Proceeds are set to go to SurfAid International, a nonprofit with relief efforts in the region.
VNU plans to hold a similar fundraiser at its Outdoor Retailer Trade Expo at the end of the month in Salt Lake City.
OC surf brands also are doing their part to help tsunami victims. The nonprofit arm of Quiksilver, The Quiksilver Foundation, recently set up a fund for Indonesia’s Nias, a well-known surf spot that was hit by the disaster. The first beneficiaries are SurfAid and the Indies Trader Co.
Changes at Heil-Brice
There have been some changes at Newport Beach-based Heil-Brice Retail Advertising as the shop looks to drive new business.
Jeff Morris, who’s been at the agency for 14 years, recently was promoted to president. Michael Robertson became executive creative director.
Founder Hal Brice, who had worn both hats, now is co-chief executive officer alongside his wife, Joni.
The move frees Hal up to plot strategy. Clients include The Los Angeles Times and Kroger Co.’s Ralphs Grocery.
Bits and Pieces:
Santa Ana-based Script to Screen wrapped up a direct response TV commercial for pajama maker Pajama Gram, which is owned by Shelburne, Vt.-based The Vermont Teddy Bear Co. The one-minute spot was launched during the holidays Irvine-based RiechesBaird recently celebrated its 10th anniversary with a shindig that drew about 200 people.
