Doner Media

AdFreak
January 15, 2010
By: Brian Morrissey

Taco Bell is clearly trying to reach beyond its young-dude appeal with its implausible new Taco Bell Diet campaign. But rival pseudo-Mexican-food purveyor Del Taco is going a much different route with a bizarre skit show, “The Del Taco Super Special Show,” which is clearly aimed at the bro demo. The first episode is chock-a-block with Honeyshed-like oddities, double entendres, scantily clad babes and oddball animations and puppetry. Users can vote for their favorite parts of the show over at Del Taco’s Facebook page. I’m casting mine for Timothy Taco Hands. (See below.) At the very least, this should help Del Taco push down the results for its most popular YouTube video, a clip showing three men scamming the chain out of free food, a stunt that eventually landed them in jail. Doner and Mekanism created the show.

MediaPost News
Marketing Daily
By: Karlene Lukovitz, 1-14-2010

Del Taco, the #2 Mexican QSR chain, has created a branded humor series with content that will be featured in Webisodes on Facebook and the brand’s site and also in traditional advertising.

“The Del Taco Super Special Show,” created by Doner and Mekanism, is the brand’s version of a late-night variety show.

The series is set at a Del Taco “just up the street” and hosted by an actor playing a Del Taco employee named Wes. Sketches and vignettes feature both animated and live characters, including Wes’s roommate Barry (a voracious Del Taco fan) and the “Hot Sauce Girls” (Dallas cheerleader types).

Images and value messages about the chain’s taco lines are interspersed throughout.

The full Webisodes, available on deltaco.com and facebook.com/deltaco, include edgier, more risqué content with appeal to Del Taco’s core audience of men ages 18 to 34.

Del Taco is also tweeting to drive traffic to the Webisodes. People who view the first Webisode can get a coupon redeemable during their next visit to Del Taco.

So as not to alienate customers in the 35-49 age range, tamer excerpts from the show are being incorporated into the TV and radio ads being used to build brand exposure, as well as drive online traffic, notes Del Taco VP, marketing John Cappasola. The advertising uses the tagline: “Eat it here; watch it online.”

TV spots will air in Los Angeles and Del Taco’s other largest markets during the NFL playoffs, Lakers basketball, “Saturday Night Live,” “Family Guy” episodes on CW, Fox Sports and ESPN programming and other shows. Radio spots will also air in key markets. Smaller markets will rely on print and in-store promotions, in addition to the online/social media element.

“We wanted a fully integrated campaign in which the creative could be used to carry our message across media,” says Cappasola. “The show offers the irreverent spirit our customers expect from Del Taco.”

Del Taco, which has up to now focused on traditional media advertising, views social media as a cost-effective means of building exposure and interaction with customers, particularly beyond its original West Coast markets. “We’re using social media to extend the Del Taco experience,” Cappasola says.

The chain now has 500-plus restaurants in 18 states, including the Southwest and Midwest and a few new locations in Florida and South Carolina.

Orange County Business Journal
By: Nancy Luna, Staff Writer
January 12, 2010

SOUTHFIELD, MICH. (December 21, 2009)

Doner has been selected as local media agency of record for the PGA TOUR’s Championship Management events.

News Facts

* Doner will develop and manage a full-scale media planning and buying program, integrating both traditional and digital media platforms.

* Media duties were previously handled directly or through various local agencies, according to the TOUR.

* With this move, the PGA TOUR is looking to optimize its media spend and expand its presence in the digital realm to further drive attendance to Championship Management events.

Championship Management Overview

* Championship Management is a department of the PGA TOUR that organizes and manages a combined 13 events on the PGA TOUR and Champions Tour. These tournaments are high-profile events on both Tours, including THE PLAYERS Championship, The Barclays, THE TOUR Championship presented by Coca-Cola, Liberty Mutual Legends of Golf, Constellation Energy Senior Players Championship and the World Golf Championships.

 Quotes

* “We’re delighted to partner with one of the world’s strongest brands, the PGA TOUR, and to help them achieve their goals of increasing event attendance and sponsorships. Increased attendance at TOUR events directly results in increased donations to local charitable organizations. Doner’s strengths in local market media planning and buying, for both traditional and digital media, make this an ideal partnership.”

-          Greg Clausen, EVP, and Chief Media Officer, Doner

* We recognized an opportunity to increase ticket sales, grow our fan database and ultimately grow our charity dollars. Doner brings a wealth of experience at the local level for both digital and traditional media and we’re looking forward to a successful partnership.”

-          Kent Simon, VP Marketing Services, PGA TOUR

About PGA TOUR

The PGA TOUR is a tax-exempt membership organization of professional golfers. Its primary purpose is to expand the PGA TOUR domestically and internationally so as to substantially increase player financial benefits while maintaining our commitment to growth in charity and integrity to the game.

In 2009, the PGA TOUR, Champions Tour and Nationwide Tour collectively consisted of 100 events staged in 35 states and in 11 countries.

In addition to providing competitive opportunities for its membership, TOUR events also generate significant funds for local charities.  In fact, the three Tours have surpassed $124 million in 2008 and $1.4 billion in overall charitable contributions.  The PGA TOUR’s web site address is www.pgatour.com and the company is headquartered in Ponte Vedra Beach, FL.

About Doner

Doner, based in Southfield, Mich., is the largest independently owned advertising agency in the world, with approximately $2 billion in combined billings.  The agency has offices throughout North America, as well as in London, and does business in more than 30 countries for clients including Mazda, Amazon.com, The Coca-Cola Company, ADT, DuPont, The Coleman Company, Shell Oil and Sherwin-Williams.  A full-service, performance driven agency, Doner focuses on creating ideas that will have a demonstrable impact on its clients’ businesses.

Three years ago I created a vision of how the Agency should evolve so it would continue to compete successfully and grow in the coming decade.  It was a vision based on our long history of changing the destiny of brands through creativity. It meant bringing on new capabilities, new strengths, and investing in new tools. Most importantly, it meant establishing the right leadership team.

Today, we have that team in David DeMuth, Rob Strasberg, and Tim Blett. Each of them has been focusing his energy, intelligence, and creativity on re-imagining the Agency.

Today, we are living the vision from three years ago. We truly create ideas, not just advertising. Ideas that live in all media forms: traditional, digital, and social. Ideas that excite and incite as never before.

Today, the Agency has the strongest team in my memory of Doner, which spans 43 years.

The next chapter is ready to be written.

David, Rob, and Tim are purchasing the Agency. They are committed to continuing our heritage of creativity, our culture of independence, and our entrepreneurial spirit.

While I am moving on from the Agency this month, I am staying in Ann Arbor. I will continue to lead our very successful pro bono efforts for the Detroit Zoo and the American Kennel Club. Of course, I will always be available as a sounding board, consultant, or Agency historian for David, Rob, and Tim.

This is a very exciting time for all of us. I’ll cherish the friends I made at Doner and at our clients. I was always very fortunate to be surrounded by people I liked, respected, and thankfully, made me look good. I leave the Agency knowing it has never been in better hands, never been more capable, never been more creative, and never been more driven to succeed.

Thank you for everything you have done to make the Agency what it is and what it will be. I will miss all of you.