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La Jolla Group adds shared-services marketing unit

The Irvine-based multibrand apparel licensing company also has launched a new promotional division.

By Kristen SchottPublished: February 17, 2011 11:44 AM

Irvine-based apparel licensing firm La Jolla Group has launched an internal marketing division and a promotional arm as part of its efforts to boost efficiency throughout its brands, including O'Neill Clothing USA and new addition The Berrics.

Titled The Agency, the division will include internal and external marketing and public relations teams that will oversee strategies, management and the creative development of campaigns and other platforms that address the needs of the company's brands. The promotions unit – Relationships, Ideas, Opportunities, Teamwork, Special Events, or R.I.O.T.S. – will support The Agency's marketing efforts. It will handle event strategies, promotions collateral and social media initiatives.

The Agency and R.I.O.T.S. will be housed at La Jolla Group's Irvine headquarters. La Jolla Group CEO and former Hot 25 honoree Toby Bost will lead The Agency with Senior Vice President Steve Ward and Senior Director Shelley Sheppard, while Ryan Divel will oversee R.I.O.T.S. as vice president of promotions. Department Director Rich Wilson will provide support.

The new "cross-brand collaboration" is among a number of ways La Jolla Group stands out from other companies in the industry, said Bost.

La Jolla Group is introducing the new marketing unit shortly after adding its first skate brand – The Berrics – to its portfolio of moto and surf labels. (Click here for more on that story). Other brands include Metal Mulisha Clothing, Rusty North America, True Love & False Idols and its fashion label, In God's Hands, which was launched in 2010.

"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.

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