Ad Folks Look at Two Sides of Interactive TV; ICN Switches Shops
A Seattle-based PR agency that exclusively handles Internet-based companies plans to open its first office outside of the Pacific Northwest in Irvine in mid-November.
The Silver Co., founded by Bob Silver in 1991, will use the office to handle its Orange County and San Diego clients as well as seek new business in this area, Silver said. “I frankly think that the Tech Coast area will soon be the hottest start-up market in the U.S.,” Silver said. “That’s why when we decided to expand into California, we jumped straight over Silicon Valley to Orange County.”
The agency, which has 19 employees and roughly $2 million in annual revenue in Seattle, will serve its local clients SaveDaily.com, Irvine, and Autofusion Corp., San Diego from its new OC office.
Who’s Afraid of Interactive TV?
First it was those dreaded remote controls. Next it was those sinister VCRs and home movies. Now advertisers have a new threat: Interactive TV.
Indeed, members of the Orange County Ad Club call this the end of the world as they know it. So recently, the club and members of Digital Orange County got together at the Hilton Irvine to discuss this new evil technology that allows viewers to, among other things, fast-forward through commercials.
Sure, it’s sacrilege to advertisers that buy air time to support the existence of television shows, but ad agencies will always find ways to get the message out. There’s even some not-so-evil new technology in the works that would allow viewers to buy products using their remote controls. So maybe it’s not the end of the world after all.
The event featured a panel of executives from the industry with Stacy Jolna, chief programming officer, San Jose-based TiVo; Stuart Gross, CEO, Los Angeles-based Random/Order; Lisa Kruglov, vice president, San Francisco-based Respond TV; and Cathy Jones, director of sales, ABC National Television Sales in Los Angeles.
ICN Switches
Pacific Communications, an advertising agency that specializes in healthcare, recently replaced incumbent Abelson Taylor as agency of record to market a line of dermatological products for Costa Mesa-based ICN Pharmaceuticals Inc. The Costa Mesa-based agency,which ranks No. 6 on the Business Journal list of OC ad shops, with $100 million in annual billings,also will launch new products and create materials for patient education. The company’s first launch is for Glyquin, a new product for the treatment of hyperpigmentation of the skin.
Bits and Pieces:
Make-a-Wish Foundation recently granted its PR agency, GreenLight Communications in Newport Beach, its “Achievement Award” for its programs and PR campaigns that increased public awareness, volunteer participation, sponsorships and contributions.
Speaking of GreenLight Communications, former senior account executive Kenneth Hagihara recently launched his own PR business, Integrity Public Relations LLC, Mission Viejo, to target the high-tech industry starting with his first clients: Placentia-based Erogo Inc., billing provider for Internet companies, and Torrance-based Buffalo Technology USA Inc., a manufacturer of wireless networking hardware DGWB Advertising, Irvine, is breaking a $4 million campaign for Newport Beach-based Wienerschnitzel featuring three new TV spots and three radio spots. The chain’s same-store sales have increased for 50 consecutive months Creative works, Irvine, recently acquired Cooley & Co. and appointed Todd Cooley managing director of its office and head of its public relations practice. The 5-year-old Newport Beach-based PR firm becomes the second to be acquired by Seattle, Wash.-based Creative works, after Fisher Business Communications in August 1999. Cooley brings with him his roster of clients including BDS Marketing, Irvine, and Edison Carrier Solutions. Skin Care specialist and TV personality Adrienne Brennan has teamed up with hair salon owner Scott Fontana, whose clients include Elton John and model Kathy Ireland, to launch a new skin care company called Freschezza. The Newport Beach-based company plans to market the line of products through a series of anti-aging symposiums, with the first on Nov. 1 at the Westin South Coast Plaza Irvine-based Nexgenix, a 10-year-old company that designs and builds Web sites, recently completed a project for its client FilmsOn in Santa Monica. The four-month project, which was launched two weeks ago, is an Internet portal that allows users to find, evaluate and link to films on the web. Knott’s Berry Farm in Buena Park is offering free admission to veterans and enlisted U.S. military personnel Nov. 4 through 12 and for fire and poli
