GrindTV.com LLC, an El Segundo-based producer of Web videos of surfing, skateboarding and other events, is moving to Aliso Viejo’s TechSpace.
“We work with a lot of folks in the action sports industry who are headquartered in Orange County and it made sense for us to bring GrindTV to Orange County,” said Erik Hawkins, the company’s chief executive.
GrindTV employs about eight people with plans to expand, according to Hawkins.
It runs a Web site with video and photos of surfing, skateboarding, snowboarding, motocross and other sports events.
“We provide top news coverage for all of the major action sports events,” Hawkins said.
Those include the Boost Mobile Pro surfing contest held in September in San Clemente.
Last year, GrindTV signed a deal to provide streaming sports videos to Yahoo Inc.
“We’ve become the source for all action sport videos for Yahoo,” he said.
GrindTV works with clothing makers such as Irvine-based Lost International LLC and Austria’s Red Bull GMBH, showing video from events and athletes the companies sponsor.
The company’s Web site also shows videos from outside producers and film makers. And it hosts videos from amateurs, allowing them to upload photos and videos.
“We have nearly 100,000 passionate users who provide us content,” Hawkins said.
GrindTV’s parent El Segundo-based PureVideo Networks is working with Los Angeles’ Golden Boy Promotions Inc. on a boxing Web site called TheRing-Online.com that will stream boxing video to Yahoo’s sport page.
PureVideo, which is keepings its headquarters in El Segundo, also runs a site called Stupidvideos.com that is featured on Microsoft Corp.’s MSN.com.
Avocado Appeal
Santa Ana-based DGWB Advertising has been tapped by the Irvine-based California Avocado Commission to help growers compete with more imports from Mexico and Chile.
The commission, a state agency that represents growers from Santa Barbara to San Diego, faces a market that’s changed dramatically in the past few years.
“Three years ago, this marketplace wasn’t so competitive,” said Mark Weinfeld, strategic planning director at DWGB, which was hired by the commission in late 2007.
California growers used to have the summer months to themselves with Chilean producers importing avocados here in the winter. But Chile has started to edge in on local growers, according Weinfeld.
Then in 2008, limits were lifted on avocado imports from Mexico.
Last year, the ad shop started the commission’s Hand Grown in California campaign. The shop based the campaign on the stories of farmers growing avocados in California.
This year, DGWB plans to come up with outdoor, health club, print advertisements and radio commercials about farmers.
DGWB wants to get top producers, including Santa Paula-based Calavo Growers Inc. and Oxnard’s Mission Produce Inc., to start placing the campaign’s logo on the fruit.
“Some of these companies are significant brands unto themselves and have agreed the campaign has created a unified vision for consumers looking to buy avocados,” Weinfeld said.
Separately, the commission has found itself the subject of questions about spending and perks for officials after a recent state audit.
The commission, which spends about $7 million a year on marketing, said it’s addressing the matter by slashing perks and seeking reimbursements from employees.
Hybrid Explainer
Anaheim Hills-based Icon Media Group has been hired to create and manage marketing, advertising and interactive campaigns for Torrance’s Hydrogen Hybrid Corp.
Hydrogen Hybrid makes a fuel cell system for diesel trucks that increases mileage and lowers emissions.
Icon Media’s past work includes automotive advertising and Web sites for small to midsize companies, including makers of auto rims.
The marketing shop is building the Hydrogen Hybrid’s Web site with videos designed to show how the fuel cell system works.
“They’re biggest challenge is explaining their system to the public,” said Dave Johnson, cofounder of Icon Media.
The shop is targeting government agencies, construction companies and diesel truck owner and operators.
Icon Media also is working on an advertising campaign for Continental Tire North America Inc., a unit of German wheel maker Continental AG. That’s expected to debut in February.
Bits and Pieces:
Irvine-based Morgan Marketing and Public Relations LLC has been hired by Florida’s The Melting Pot Restaurants Inc. to generate publicity for the fondue chain’s restaurants in Irvine, Brea and San Clemente Irvine-based Kia Motor North America Inc., part of South Korea’s Hyundai Motor Corp., is working with USA Network’s “Psych” series. Kia created the TV spot with the show’s character, who uses observational skills to persuade cops in Santa Barbara that he’s psychic. The spot will run through the first quarter to promote the Kia Optima and the TV series Lake Forest-based Del Taco LLC has launched a TV spot introducing three $3 value meals. The spot from the Newport Beach office of W.B. Doner & Co. introduces a frustrated customer who rants about being seemingly ripped off by other restaurant chains. The spot is expected to run in all of Del Taco’s major markets along with a radio commercial.
