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Details on Industry Insight.
Internal ‘Agency’ and promotions group ‘R.I.O.T.S.’ created to provide full-service strategic planning and marketing execution across all brands
February 16, 2011 (Irvine, Calif.) – La Jolla Group (http://www.lajollagroup.com) (“LJG”), the world’s premier multi-brand apparel licensing company, has announced the creation of a multi-faceted, internal Marketing division that will help streamline best practices across the company’s youth lifestyle brands, including O’Neill, Rusty, Metal Mulisha, True Love & False Idols, In God’s Hands, and The Berrics.
Branded as ‘The Agency,’ this group is comprised of both internal and external integrated Marketing, Public Relations and Sales teams to oversee and augment strategy, management and creative execution for company-wide campaigns, events and other initiatives. The Agency reinforces LJG’s diversification business model and continues to promote efficiencies from within the company.
Led by CEO Toby Bost, LJG’s Agency addresses a range of brand opportunities, from full-scale campaigns to targeted grassroots efforts, based on the needs of each individual brand.
“The Agency is another smart and cost-effective way we are supporting our business from under one roof and ensuring all brands are working from the same playbook,” said Bost. “By operating from within the walls of LJG, this cross-brand collaboration is one of the ways we set ourselves apart from other companies in youth lifestyle.”
As a new addition to The Agency, LJG introduced R.I.O.T.S. (Relationships, Ideas, Opportunities, Teamwork, Special Events), a promotions and events team that will further support the company’s Marketing initiatives. The R.I.O.T.S. group will be based out of LJG’s headquarters, overseeing efforts from trade show presence and event execution, to promotions collateral and social media strategies.
Ryan Divel will oversee R.I.O.T.S. as Vice President of Promotions, with direction and support from department Director, Rich Wilson. Both have significant promotions background, and their innovative ideas have been recognized in recent years by SIMA for excellence in Marketing campaigns for …Lost clothing.
“I’m looking forward to having these guys bring their expertise to the table and provide another layer of support for our brands,” said Bost. “R.I.O.T.S. is a great example of how LJG and the industry veterans that make up The Agency will deliver results for our business as we forge ahead in 2011.”
For more information on La Jolla Group, visit www.lajollagroup.com.
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About La Jolla Group
La Jolla Group is the premiere multi-brand apparel licensing company, with a prominent portfolio that includes some of the most recognized names in fashion and action sports: O’Neill Clothing USA, Metal Mulisha Clothing, Rusty North America, and True Love & False Idols. Enhancing the successful model perfected with the company’s acquisition of the O'Neill Clothing USA license from Jack O'Neill and family in 1992, La Jolla Group has applied its core competencies in design, marketing, sales, production, and distribution to each of its licenses, creating a diversified brand mix specialized in surf, skate, snow, motocross, street, fashion and beach lifestyle. In 2010, La Jolla Group launched its first fashion brand, In God’s Hands, in association with founder and designer, Lauren Lusk.
With a variety of successful brands, over 400 employees across the U.S., and 10 successful retail locations, La Jolla Group continues to evolve and leverage synergies across its platforms. La Jolla Group brands are sold in over 3000 retailers across the country, as well as in countries including Europe, U.K., Canada, Latin America, Australia, and Japan. For more information, visit www.lajollagroup.com