Pacific Sunwear, which terminated its relationship with Bates USA West earlier this month, has chosen Doner as its new agency.
The $10 million assignment in cludes creative, media buying and marketing communications for the entire PacSun brand, including its more than 700 retail stores in the U.S. and Puerto Rico.
PacSun, based in Anaheim, Calif., conducted a "brief" review for the account, said Carol Apkarian, PacSun director of marketing. Young & Rubicam, Irvine, Calif., was theother finalist. The national retailer's contract with Bates ends June 15, and Doner's first work is expected in the third quarter of this year.
The agency's Newport Beach, Calif., office will handle account service and creative, with the 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 Hyundai account. Several former Bates staffers are now at Doner, which was a factor in the decision, Apkarian said.
Recent Doner hires from Bates include Mark Weinfeld, senior vice president, brand integration and strategy; Amy Cox, director of print production; and Donna Cramer, vice president, 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 for Newport Beach; and John Lisko, media director.
"We were highly impressed with the capabilities of the local office," Apkarian said. "They have very impressive senior management, and they were very knowledgeable about our business and our goals. They were able to identify areas where we could make improvements. They are also of a size where we will be important to them as an account."
PacSun specializes in beach apparel, accessories and footwear. The review was completely strategic in nature and did not include speculative creative, Kalter said.