Doner Lands PacSun

Pacific Sunwear, which terminated its relationship with Bates USA West this month, has chosen Doner as its new agency.

The $10 million account in cludes creative, media buying and marketing communications for PacSun, including its more than 700 retail stores in the U.S. and Puerto Rico.

PacSun, based in Anaheim, Calif., conducted a brief review, said director of marketing Carol Apkarian. Young & Rubicam, Irvine, Calif., was the other finalist. The national retailer’s contract with Bates ends June 15, and Doner’s first work is expected in the third quarter.

The agency’s Newport Beach, Calif., office will handle account service and creative, with Southfield, Mich., headquarters pitching in as needed, said Alan Kalter, Doner’s chairman and CEO.

PacSun split with Bates following the agency’s loss of the $160 million national Hyundai Motor America creative account. Several former Bates staffers are now at Doner, which was a factor in the decision, Apkarian said.

Recent hires from Bates include Mark Weinfeld, svp, brand integration and strategy; Amy Cox, director of print production; and Donna Cramer, vp, account director.

Weinfeld was one of the leaders of the pitch team, Kalter said. Joining him were Tim Blett, president of Doner Automotive and the head of Doner’s Newport Beach office; Mike Belitsos, Doner’s creative director in Newport Beach; and media director John Lisko.

“They have very impressive senior management, and they were very knowledgeable about our business and our goals,” Apkarian said. “They are also of a size where we will be important to them as an account.”

PacSun specializes in beach apparel, accessories and footwear.