RiechesBaird Adds 2

SmileCare, MAG InnoVision Total $6 Mil.
LOS ANGELES – RiechesBaird Advertising, Irvine, Calif., in the past month has picked up two accounts worth $3 million apiece.
The 42-person shop was named agency of record for SmileCare, Santa Ana, Calif., after jointly pitching with al Punto Advertising, Santa Ana, which will assist with Hispanic marketing.
SmileCare, a growing chain of 27 dental centers in Southern California and the Bay Area, narrowed its search from 11 agencies to finalists RiechesBaird and radio shop Wise Guys, Los Angeles, according to SmileCare vice president of marketing Bill Vogel. There was no incumbent, he said.
TV spots break later this month. The effort also includes direct mail, said agency partner Ryan Rieches.
The agency also picked up ad duties for MAG InnoVision, an Irvine-based maker of computer display devices, following an informal search of Southern California agencies.
Rieches said the company previously handled marketing in-house.
“They went through a complete transition, brought in new senior management and decided to outsource [their ad duties],” he said.
Print and banner ads break this month, said Rieches, who promised “aggressive interactive approaches” over the next two or three months.
“They want to climb the ladder and become the third-largest seller of monitors in the country,” Rieches said.
The client did not return calls seeking comment at press time.
The wins bring the shop’s billings to nearly $30 million, up from $5 million when it opened five years ago. ¡