Publisher Picks DGWB, 10th Degree

LOS ANGELES Freedom Orange County Information, publisher of The Orange County Register, and the Spanish-language weekly Excelsior, said it has hired two agencies following a review.

DGWB in Santa Ana, Calif., has been tapped to handle general and Hispanic advertising, while 10th Degree in Irvine, Calif., will be responsible for direct marketing. The shops won the business following a review that included one other finalist, Reynolds & Associates in Manhattan Beach, Calif.

Billings were undisclosed. The client spent less than $1 million on ads for the last two years combined, according to CMR. That figure is expected to increase this year, said David Stark, senior vice president of strategic market development for the Santa Ana-based client.

The client last worked with Colby & Partners in Santa Monica, Calif., but that relationship ended more than a year ago.

Of DGWB, Stark said, “We liked their strategic and tactical thinking and creative approach to our different products.”

FOCI had previously worked with 10th Degree on a project basis, but chose to award the yearlong contract to the shop because “they hit the mark with how to build customer loyalty programs,” Stark said.

The agency selection comes as the client looks to gain market share, said Stark. The 98-year-old Orange County Register has a circulation of 300,000. On March 3, FOCI will launch an electronic edition of the newspaper, which is meant to attract new readers.