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Wednesday, Mar 29, 2023

Innocean USA Hits Links, Adds TaylorMade Account

Huntington Beach-based Innocean USA’s latest win continues to pad the agency’s client portfolio beyond its roots in automotive.

Innocean USA, well known for its work with Hyundai Motor America Inc., Kia Motors America Inc. and Genesis Motor America Inc., said it recently inked a deal to be the media agency of record for TaylorMade Golf Co., a Carlsbad maker of golf clubs, bags and other related equipment.

TaylorMade put its media business up for review in late 2018; Innocean now is charged with all media planning and buying across broadcast, digital and print.

New York private equity firm KPS Capital Partners LP paid Adidas AG $425 million for TaylorMade in 2017, with the golf company’s last reported revenue hovering around $1 billion in 2015.

No. 2 in OC

Innocean USA, part of Innocean Worldwide, currently ranks No. 2 among Orange County advertising firms, with 2018 revenue totaling $250 million and a local workforce of 400.

The company reported to the Business Journal earlier this year broadcast and online each account for 25% of the business, with print, social media, direct mailers and events filling out the rest of the workload.

With the agency ringing in 10 years in business, the goal has been to broaden the scope of the clients it works with, a spokesman pointed out, with the momentum from this year expected to continue into 2020.

Innocean Senior Vice President of Media Eddie Austin said in a press release the new account “demonstrates that we are not just a creative shop known for our automotive accounts and Super Bowl ads.”

The TaylorMade news follows Innocean USA’s win of the business for Irvine-based Wienerschnitzel in September as the 340-door hot dog chain—OC’s No. 12 restaurant chain with an estimated $256 million in sales last year—seeks a way to shake up consumer perception of the brand.

The Wienerschnitzel win adds to a growing portfolio of restaurant clients, which also includes a win earlier in the year of Irvine-based Habit Restaurants Inc., OC’s No. 8 restaurant chain last year with $402.1 million in sales.

In the healthcare sector, Innocean in August added UC Davis Health as a client.

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