Toshiba Computer Unit Taps Temerlin for Ad Work
DGWB Lands HireRight Work; Printer Webtrend Makes Big Move to Santa Ana
Marketing & Media
by Jennifer Bellantonio
Irvine-based Toshiba American Inform-ation System Inc.’s computer systems group has picked an agency after a four-month review.
The computer maker tapped Temerlin McClain of Irving, Texas,part of The Interpublic Group of Cos.,to handle its $10 million to $20 million ad account. The work formerly was done by Santa Ana-based DGWB Advertising which still handles the copiers division.
According to trade pub Advertising Age, Temerlin beat out two rivals: Omnicom Group Inc.’s Doremus of San Francisco, and Mezzina Brown & Partners LLC of New York.
Howard Emerson, vice president of marketing communications for Toshiba’s computer systems group, wouldn’t say whether there were other contenders.
The division, a maker of laptop and other computers, was looking for “some new direction, some new thinking in terms of our branding strategy.”
Temerlin has done some “impressive work” for clients, including American Airlines and Subaru, according to Emerson.
“We’re just starting to work on the whole process of arriving at a finely tuned brand strategy,” he said. “That’s going to take a while.”
Meanwhile, Emerson said the division is going to continue pushing its products with new creative work.
The first campaign, which is set to feature online and print ads, is expected to break in mid- to late-May, he said.
DGWB Lands HireRight
While DGWB won’t be doing work for Toshiba’s computer systems group, it did beat out several local and San Diego shops to win a chunk of work from HireRight Inc., an Irvine-based employee screening company. Billings were undisclosed.
The agency recently completed its first two print ads, which are running in industry publications such as Security Management. It also plans to use direct mail and collateral to develop the company’s image, according to Jon Gothold, agency partner.
“They’ve asked us to make an emotional, human connection with their customers,” said Dave Swartz, DGWB creative director.
Big Printer Move
Webtrend, a commercial printer and direct mailer, has moved its headquarters from Vista to a 63,000-square-foot warehouse in Santa Ana.
The company relocated about 180 workers to 1909 S. Susan St., including its executives, sales and administration team and some printers formerly housed in Vista. Webtrend kept fulfillment operations in Vista. It also has a 140,000-square-foot direct-mail shop with 233 employees near Ontario International Airport.
Don Secrest, president of Webtrend, said the Santa Ana site’s proximity to John Wayne Airport lets customers easily reach his company.
“Our move enables Webtrend to better serve our southern California and national client base,” Secrest said. Webtrend is owned by Palm Beach, Fla.-based WorkFlow Management Inc., which provides print and office products and related services.
In Santa Ana, Webtrend has four web and six sheet-fed presses and an ink mixing and matching laboratory. The company’s Ontario operation can mail more than a million pieces of direct mail everyday, according to the company.
Spare Change
Reader alert: The Orange County Register has doubled its single copy rates. Papers now sell for 50 cents instead of 25 cents. Sunday papers remain unchanged at $1.16.
The Santa Ana-based daily newspaper, Orange County’s largest, made the move to be more in line with its competitors,such as The Los Angeles Times,which charge 50 cents for single papers, according to Nancy Souza, a Register spokeswoman.
“We’re one of the last papers in the country to go to 50 cents,” Souza said.
That the battle with the Times for readers isn’t as fierce as it once was probably helps too. The Register hasn’t raised its single copy rates since 1982, Souza said.
Last February, the paper upped subscription rates,as did the Times,as a result of the ad slowdown and higher printing and distribution costs.
At the time, the Register brought its Monday through Sunday home delivery rate to $3.22 from $2.94.
Around the same time, the Times starting charging OC readers 20 cents more per week for daily home service. Readers in parts of Los Angeles, Ventura, San Bernardino, Riverside and Santa Barbara and San Diego counties saw a 36-cents-per-week increase for the same service. Single copy sales have stayed at 50 cents and Sunday is $1.25.
Targeting the Youth Set
Ford Motor Co. is hoping to wow some college kids.
The automaker is hosting a marketing event at 10 college campuses to promote its Ford Escape and Focus cars, as well as its line of zero-emission vehicles. The tour started last week and runs into May. It’s set to stop at the University of California, Irvine, on April 26.
As part of the event, Ford is donating one of its TH!NK zero-emission, low-speed electric vehicles to be used for environmental causes, such as recyclable pick-up. There also will be prize giveaways, games and music, among other things.
