U.K.-based personal computer marketer Tiny Computers has logged on to KSL Media here to handle its estimated $20 million-plus in U.S. media billings after a review that included several other unnamed media agencies.
KSL, which won the assignment on the strength of its launch plan, joins a team of Southern California shops and consultants working under the direction of local marketing consultant Bill Vogel on behalf of Tiny's U.K. agency, Golley Slater, which has a service office in Seattle. Culver City-based The Rabuck Agency is providing creative. L.A.-based research firm the Milgram Consultancy also is on board.
"People are now realizing that we are a very service-oriented, entrepreneurial company," said Hank Cohen, president of West Coast operations for KSL. "This win not only validates that positioning but is a compliment to the strength of our staff."
Since Tiny entered the U.S. market last year, it has opened new showrooms at a steady pace. There are now more than 30 of them in Washington, Oregon and California. The company hopes to have 50 stores in the Golden State alone by the end of the year.
In Washington, Tiny's advertising has included television, newspapers and flyers. In L.A., the computer maker has only run a few ads in the Los Angeles Times. KSL's first efforts on Tiny's behalf are not expected to break until mid- to late spring.
"Long term, our biggest challenge will be to build brand equity," said Michael Weddell, president of Golley Slater in the U.S. "We can't continue to rely on our price advantage alone."
Tiny targets mostly first-time home and business computer buyers out of retail "showrooms" that sell computer packages.
Golley Slater is expected to open a full-service office here shortly, with Tiny Computers as its flagship account. K