MarketInk: Mering Ad Agency adds clients, plans name change

Rick Milenthal and Dave Mering
Rick Milenthal (left), CEO of the shipyard, and Dave Mering.

Mering, a San Diego-based advertising agency, has announced four new clients as it gets closer to a company name change slated for later this month.

In business since 1985, the 60-employee Mering agency was acquired in December by The Shipyard, a marketing agency based in Columbus, Ohio. The shipyard, founded in 2014, also has around sixty employees. The combined company of 120 employees operates offices in Columbus, San Diego, Newport Beach and Sacramento.

A spokesperson for the shipyard said Mering’s name is expected to change by June 1, although she declined to provide details. Dave Mering, agency founder and namesake Dave Mering, did not respond to requests for comment for this story.

The four new customers that will be served by Mering and The Shipyard employees include:

  • CAS, a consulting company that provides scientific information solutions.
  • Visit SLO CAL, a tourism destination marketing organization promoting San Luis Obispo County.
  • Serengeti Eyewear, based in Overland Park, Kansas.
  • California Wines, also known as the Wine Institute, a San Francisco-based business group and public policy group of 1,000 California wineries and affiliated companies.

The Mering agency, founded in Sacramento, has operated an office in San Diego for 15 years. Greg Carson joined the agency as a writer in the early 1990s and became a partner in 2006, when the company name changed to Mering Carson. Carson left in October 2018 and the agency’s name changed to Mering in 2019.

In December 2020, after a difficult year in business where many of the agency’s tourism industry clients stopped advertising due to COVID-19-related closures, Dave Mering sold the agency to The Shipyard for an undisclosed fee. The deal was reached on December 8.

At the time of the sale’s announcement, Mering told The Times of San Diego, “Our first goal will be to make sure we’re not distracted by the onboarding, we want to focus on our customers. We’re going to slow down the integration, and then in a few months we’ll be worrying about branding. “

Mering clients include Visit California, San Diego Tourism Authority, VSP Vision Care, KSL Resorts, Monarch Beach Resort, Mammoth Lakes Tourism, Merlin Entertainments (Legoland), California Wine Institute, California Grown, Tahiti Tourism North America, and Visit Napa Valley.

The shipyard’s customers include In-N-Out Burger, American Electric Power, Scotts Miracle Gro, Weleda, Protective Insurance, Bollé Brands, NCR, BrewDog, Sempra, Nationwide and CO-OP Financial Services.

Rick Milenthal, CEO of The Shipyard, said in a statement to The Times of San Diego: “We intend to be the primary agency in San Diego for many years to come. We are fully committed to the region for the long term. “

DUDE agency in Tijuana wins Stevie Award for Innovation

DUDE, a Tijuana-based digital marketing agency, has announced that it is the recipient of two Stevie Awards to be presented on June 30 at the 19th Annual American Business Awards. They recognize Gold Minority Business of the Year and Silver Most Innovative Business of the Year, up to 100 employees.

Chris Martinez

“I am extremely honored that DUDE is recognized as the Minority Owned Company of the Year,” says Chris Martinez, who founded DUDE in 2017. “Part of our mission is to create jobs and inspire under-represented people in the tech industry. because technology has some of the lowest rates of minorities in managerial positions. It just pushes us to do it. “

The name of the company was originally conceived from the acronym of “Digital Updates Made By Experts,” Martinez said.

“After our first conference everyone loved ‘DUDE’ so we went with DUDE,” Martinez told The Times of San Diego. “Plus I’m from Southern California and ‘man’ is used for everything.”

The agency has 87 employees, including about 50 in the offices of Tijuana and Rosarito in Baja California. Other employees are based in the Philippines, India, Peru and Bangladesh.

Martinez said the Stevie Awards judges were in awe of the company’s rebound during the COVID-19 pandemic of 2020 and its “Bridge, Connect and Deliver” business philosophy. He said DUDE lost 18% of its earnings in one week in March. However, by the end of May, all staff had returned and additional staff had been hired in October and November, bringing the year-end total to around 60.

According to a DUDE statement, Stevie’s judges said: “The hard work and determination of this business owner to succeed despite a pandemic that has closed many doors is impressive. By bringing your employees together and creating a solid foundation, they in turn will show the same appreciation to customers. “Bridge, Connect, Deliver” is a great way to encourage and streamline corporate culture and customer relations. “

DUDE clients include RBA, a branding and advertising agency in Dallas, San Diego Wonderist Agency specializing in dentist websites, and Los Angeles-based Turbo Medical Marketing, a leading digital agency for plastic surgeons, medical spas, opthalmologists, OBGYN dermatologists.

Former UT Journalist Anne Krueger Wins Lifetime Achievement Award in Public Relations

Anne Krueger

Anne Krueger, a former San Diego Union-Tribune reporter who joined the Grossmont-Cuyamaca Community College District in a public information role in 2010, received an Award of Excellence from the Community College Public Relations Organization, an organization which promotes marketing excellence among the 116 community colleges in California.

Krueger, Director of Communications and Public Information for the Grossmont-Cuyamaca District, recently received the All Pro Award. She served two years as the president of the college’s public relations organization.

She spent 27 years (1983-2010) at UT covering East County after working as a reporter for four years in Florida at the Palm Beach Post.

San Diego IDEA Part of Seismic Change in Outdoor Media

Pocket Outdoor Media, the Boulder, Colorado-based parent company of San Diego-based IDEA Health & Fitness Association, recently announced the acquisition of Outside Integrated Media. A local spokesperson for IDEA, a membership association for fitness and wellness professionals, told The Times of San Diego that the terms of the deal and the purchase price were not disclosed. .

The acquisition, which is expected to close in the second quarter, has been described as a seismic shift in the outdoor journalism industry due to the breadth of media properties involved.

Outside Integrated Media, based in Santa Fe, NM, publishes Outside Magazine and Peloton magazine, and operates a website, podcasting operation, licensed travel agency, and Outside TV, a provider of lifestyle television and video programming. outside. Outside magazine, created in 1977 by Jann Wenner, who also founded Rolling Stone, reaches 38 million people per month across multiple platforms. Outside Integrated Media also operates Gaia GPS, an app for backcountry adventurers, and athleteReg, an event recording platform serving runners, triathletes, cyclists and skiers.

As part of the acquisition, Pocket Outdoor Media announced that its company name had changed to Outside. A statement from the external company described itself as “the new center of gravity for active lifestyle consumers” and said the deal creates a platform across TV, mobile, desktop and business. impression on the outdoor, endurance, fitness and wellness markets.

In addition to IDEA, properties owned by Outside, the former Pocket Outdoor Media, include publications such as Yoga Journal, Ski, Backpacker, VeloNews, Climbing, Rock & Ice, Gym Climber, Trail Runner, Women’s Running, Triathlete, Better Nutrition, Bicycle Retailer & Industry News, Clean Eating, Muscle & Performance, The Voice and Vegetarian Times.

Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.

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