Kia Motor America Inc.’s 2017 Niro received a Guinness World Record title for the lowest fuel consumption for a hybrid car driving the U.S. from coast to coast. The new hybrid crossover, which is scheduled to debut in showrooms in coming months, covered 3,715.4 miles between Los Angeles and New York city halls on about four tanks of gas, averaging 76.6 miles per gallon.
“We’re extremely pleased with the Niro’s record-breaking performance,” said Vice President of Product Planning Orth Hedrick. We set out to build a vehicle that offers real-world utility, great looks and fantastic mileage, and setting the Guinness World Record title confirms our achievement.”
Niro will soon star in Kia’s Super Bowl ad with a yet-to-be-named celebrity. The Irvine-based automaker also plans to use the interactive NiroBot to advertise the vehicle’s features on the Facebook Messenger app.
Vitro for Brandman
The Irvine-based Brandman University account was the latest in a string of recent local wins for Vitro in San Diego.
The advertising agency of record assignment includes strategy, development and production of television, radio, digital and out-of-home ads, media planning and buying, and a website update.
The private, nonprofit university, part of the Chapman University system, provides undergraduate, graduate, credential and certificate programs for adults online and at campuses throughout California and Washington. It’s accredited by the WASC Senior College and University Commission. The Brandman MyPath takes approximately 30 months to complete and costs $5,400 a year, including textbooks.
“With Vitro’s strong capabilities in research and brand development, we’ll be able to elevate Brandman University from other adult education providers and strongly communicate the strength of our programs and consistent success in graduating our students,” Chief Marketing Officer Roger Lee said in a statement.
Vitro replaces El Segundo-based Siltanen & Partners, which had had the account since 2013. El Pollo Loco in Costa Mesa hired Vitro as its AOR in October. The agency also works with Toyo Tire U.S.A. Corp. in Cypress. It ended ties last year with Irvine-based ASICS America Corp., an account it’d had since the mid-1990s.
Bots Lab
Digital agency Brandify in Anaheim launched a Brandify Labs division to focus on research, innovation and development of marketing technology, including chatbots.
“Cognitive, mobile, geocoded location data—the pieces are there, so we are combining them together using the latest tools,” Vice President of Strategy Andy Roy said in a statement. “National brands already rely on us to publish store hours and driving directions so it’s natural to extend that consumer connection using product recommendations or relevant offers in the moment.”
Brandify Labs will integrate its platform with Amazon Alexa, IBM Watson and Microsoft’s Azure Bot Services.
Brits to Wear TYR
TYR Sport in Seal Beach was named the official product supplier of all aquatic disciplines in the British Swimming Federation, including the governing bodies of its Amateur Swimming Association, Scottish Amateur Swimming Association and Welsh Amateur Swimming Association.
“TYR Sport is honored to become the official sponsor of British Swimming,” Chief Executive Matt DiLorenzo said in a statement. “Their success in the most recent Olympic and Paralympic games is evidence that British athletes and coaches are dedicated to making history, and we are enthusiastic about joining them in their efforts.”
Bits & Pieces
Newport Beach-based Urban Decay Cosmetics opened a store in the Del Amo Fashion Center in Torrance, its second location. The brand, sold at Ulta, Sephora and Macy’s, also has a shop at Fashion Island. … SureFire LLC in Fountain Valley hired Mark Hanish as vice president of sales and marketing for tactical products. … Global Results Communications Inc. moved its headquarters from Irvine to Santa Ana. … Irvine Company’s Hotel Irvine appointed Joe Martino as director of sales and marketing.
