Marketing Director Stays Family-Minded at New Job

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Michael Stone has made the jump from UCLA to “the real world.”


Stone retired recently after 14 years as the university’s executive director of marketing and communication services. During that span, he spent most of his time promoting the school’s 4,500 extension classes.

Last month, Stone joined Novom Marketing, a boutique PR agency in Hollywood that specializes in hotel and travel clients. In the middle of a difficult job market, he had an advantage.

His wife of two years, Charlotte Novom, is the agency’s chief executive.

“In getting to know Charlotte and her business, it became a natural evolution into working with her,” said Stone.

Novom pointed out that the career switch isn’t as big as it looks at first glance. Hotel marketers face the challenge of filling beds every night, while Stone worked for years filling seats in classrooms. The marketing problems and solutions are similar in both sectors.

Stone’s responsibility at Novom is getting clients together with charity organizations and other groups in marketing partnerships. He has already put together partnerships for Four Seasons Hotels Inc., American Airlines and PerfectFamilyVacation.com.


More Pandas

Siltanen & Partners Advertising in El Segundo has produced a new campaign for Panda Express restaurants introducing a dish called Sweet Fire Chicken Breast.

The campaign features the two talking pandas, Eddie and Tom-Tom, who were created by Siltanen last year for another campaign. Panda Restaurant Group Inc. management credits the previous campaign with helping to increase the chain’s sales 16 percent in 2008.

“Our entire company is thrilled with the results of the Eddie and Tom-Tom campaign and our guests look forward to seeing what they are up to next,” Glenn Lunde, Panda chief marketing officer, said in a statement.

The TV ads feature real pandas from the Memphis Zoo in Tennessee, but the campaign also includes print, online and in-store displays that show panda plush dolls. The TV ads started airing Sept. 28 in 22 cities.


Aqua Launches Hispanic Channel

Aqua Media Direct Inc., an online display ad network in Glendale, has launched a Hispanic Media Channel to help advertisers reach U.S. Hispanic consumers.

During August, Aqua signed agreements to sell ad space on 105 Hispanic Web sites, including Desinformado.com, MetroLatinoUSA.com and BabySpotLatino.com.

“This audience is a growing economic force in the U.S. and many of our advertisers have requested this channel,” Aqua Chief Executive Tom Doyle said in a statement.

The Hispanic Media Channel is one of 10 channels that Aqua has organized since the start of 2009. The others are ad channels specializing in travel, women, men, young adults, pets, sports, auto, green and music.


Agencies & Accounts

The Valley Economic Development Center in Van Nuys has hired Mustang Marketing in Thousand Oaks. VEDC is seeking more government funding for its programs. “We need to make people aware of what we are doing and keep ourselves in the public eye,” said Roberto Barragan, VEDC president. The Los Angeles County Economic Development Corp. has renewed Mayo Communications in West Hills as its agency of record. TBWAChiatDay has made Erica Hoholick managing director for the Pepsi Co. account. The Playa del Rey agency has also appointed Mark Hansen group account director for Gatorade and Peter Bracegirdle group account director for Mars. Once again, ad agency Secret Weapon Marketing and PR firm KurenT, both in West Los Angeles, will promote the Honda Helpful Awards on behalf of client the Southern California Honda Dealers Association. The awards recognize Southern Californians who offer their time and resources to assist those in need, with winners taking home a new Honda. Pasadena-based PR firm Napolitano Communications has signed Taisei Construction Corp. of Cypress as a client. Napolitano will handle publicity for its large projects in Los Angeles County, including a $200 million job at East Los Angeles College. Fiona Hutton & Associates has promoted Ann Newton to senior account executive. She joined the Studio City-based PR firm in 2005 and has worked on the California Association of Health Plans and Weintraub Financial Services accounts. In her new position, she will assume additional responsibility for these clients. Showbiz PR shop Entertainment Fusion Group has found new clients in Rob Dyrdek and Melody Thornton. Dyrdek, a former pro skateboarder, is star of the MTV show “Rob Dyrdek’s Fantasy Factory.” Thornton is vocalist for the Pussycat Dolls. Robyn Tas has joined United Sample Inc. in Encino as vice president of business development. Before joining the online market research firm, she worked for Sportgenic and as an attorney for Martin Clearwater & Bell in New York.


Staff reporter Joel Russell can be reached at [email protected] or at (323) 549-5225, ext. 237.

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