Experian PLC’s latest TV spot juxtaposes footage of the Miller family building a blanket fort in their living room with the sound of an auctioneer offering up their personal data to the highest bidder online.
The 1-minute “Family: Dark Web Surveillance” ad is promoting Experian’s credit-monitoring service, which uses proprietary technology to peruse content posted on parts of the internet that’s not indexed by conventional search engines. The company is also offering $1 million in identity-theft insurance.
In-house ad agency Cooler developed the ad, which is airing on IFC and other network channels.
Experian also folded former partner, Groton, Mass.-based String Automotive, into its Information Solutions division. Terms of the deal were not disclosed. String Automotive’s software, Dealer Positioning System, helps dealers gauge performance of their stores “on key indicators like market share, inventory merchandising and average customer rating.”
Experian is one of three major credit reporting agencies. The Dublin, Ireland-based company’s North American headquarters are in Costa Mesa.
Fashionable Posts
Irvine-based menswear company Combatant Gentlemen launched more than a dozen videos on its YouTube channel that offer fashion tips for the modern man.
The videos are about a minute long and include these titles: “3 Unexpected Ways to Wear White Sneakers,” “No-Fuss Casual Friday Style Hacks,” and “Match Like A Pro: Shoes, Socks, and Pants.”
The posts provide links to the company’s e-commerce site and style blog “Unhemmed.”
“Who knows what the hell is going on with office dress codes these days,” wrote Director of Creative Content Scott Wicken. “Sure, they’re getting looser and more casual, but in many ways, it’s making it tougher for you to figure out what the hell to wear. In response, we’re going to argue for a bit of overdressing as you approach 2017. Look, we’re not saying wear your shawl tux to the office or a full suit if you’re working at a startup, but a bit of extra effort (a tie or blazer when it’s not required, for example) will go a long way in making you stand out from your baggy-slacked, ill-fitting dress shirted counterparts.”
Combatant Gentlemen sells most of its merchandise online and has an Irvine showroom. In July it opened a pop-up store in Santa Monica, which is now closed.
Track Sponsorship
Mazda North American Operations in Irvine extended its naming-rights sponsorship of the Mazda Raceway Laguna Seca facility in Monterey through next March 31. The automaker has had its name on the race track since 2001.
“Mazda Raceway Laguna Seca is truly our spiritual home,” President and Chief Executive Masahiro Moro said in a statement. “We understand the importance that facilities like Mazda Raceway play in sports car racing, which is why we’ve remained dedicated to the facility for so many years. We look forward to working with the Monterey County Board of Supervisors on a long-term agreement that will allow the facility to thrive and remain among the world’s finest race tracks.”
Bits & Pieces
Design firm Ware Malcomb in Irvine promoted Ruth Brajevich to vice president, strategic initiatives. She’ll lead strategic initiatives, including overall strategy for marketing and public relations, strategic planning and leadership development. Brajevich joined Ware Malcomb in 1998 as director of marketing and was named chief marketing officer in 2007. … J Public Relations in San Diego replaced Irvine-based Cornerstone Communications on the Irvine Company Retail Properties account. The majority of J Public’s clients are in high-end hotels and resorts, including destination marketer Newport Beach & Co. and Surf and Sand Resort in Laguna Beach.
