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Media and Marketing—‘Lexus’-famed agency signed to market Rubio’s

Deen+Black Assume Name Of New P.R.

Owner, Ogilvy

An El Segundo-based advertising agency best known for developing the Lexus brand is revving its engines on locally based Rubio’s Restaurants’ $3.5 million account.

Team One Advertising, whose work reportedly boosted the car line from its introduction to a leading luxury import in the country, is working on the concept for Rubio’s new campaign. No further details were available.

The campaign is planned for a spring launch. Team One will design broadcast, print and collateral material for Rubio’s.

Before awarding the account to Team One earlier this month, Rubio’s reviewed agencies from San Diego, other areas of Southern California and the Bay area.

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Rubio’s began handling its brand and promotional work in-house in late ’99, after the account was released by San Diego-based VitroRobertson.

Rubio’s CEO and co-founder Ralph Rubio called Team One “a great fit.”

“They understand our culture, and they have the creative and strategic focus to help us become a major player in the quick service restaurant business over the next few years,” Rubio said.

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Acquisition: Deen+Black Public Relations, which has an office in San Diego, was acquired earlier this month by national firm Ogilvy Public Relations Worldwide.

Ogilvy and Sacramento-based Deen did not disclose the terms of the deal, but did report that Deen+Black’s four offices had combined billings of more than $4.5 million in 2000.

Deen staffers will now work under the Ogilvy name.

Status Chart: Following a review of agencies around the country, Big Bang Idea Engineering has signed the $2 million account of Carlsbad-based Eagle One, a line of auto appearance products. Big Bang will develop brand strategy and create a national branding campaign. Castle Advertising recently signed Aladdin Bail Bonds, which operates 40 bail bond centers in California. The Aladdin account includes designing television, print, radio and Web material. AM Advertising recently signed locally based Pharmatech, Inc. John Brice & Associates signed Pala Casino for public relations services. AM Advertising has already completed its first campaign for Ikea San Diego, one of only two independent Ikea franchises in the country. Owners of the local Ikea, who formerly worked for the home decorating retailer, reportedly decided they wanted a “local flavor” for the campaign, which was launched on Christmas day. The radio, television and outdoor campaign featured the store’s after-Christmas sale. The next campaign will come out in June, focusing on the store’s other major sale of the year. Among the other agencies in the running for the account were Big Bang and Di Zinno-Thompson Integrated Marketing Solutions.

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Return: Art Bell is back on KOGO-AM, returning Feb. 5 as the permanent host of “Coast to Coast AM.”

The show will expand to its original five hours, said Cliff Albert, KOGO program director.

According to Albert, Bell resigned last April claiming family and legal issues forced him to leave. Bell now said the issues have been resolved and he signed a new contract with the show’s syndicators, Los Angeles-based Premiere Radio Networks, Inc., to return. KOGO owner Clear Channel Communications also owns Premiere Radio.

The show, which is broadcast from Pahrump, Nev., will be aired live on KOGO from 10 p.m. to 3 a.m. every weeknight, with one of the hours replayed from 3 to 4 a.m. Another hour from the previous night is played at 9 p.m.

There’s no word on what will happen to Mike Siegal, Coast to Coast’s current host. He’ll be hosting the show until the end of January, Albert said.

The deadline for the next Media & Marketing column is Jan. 18. Rodrigues can be reached at (858) 277-6359, Ext. 107, or via e-mail at trodrigues@sdbj.com.


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