One of my mantras is: “Just because we’ve done it before, it doesn’t mean we should do it again. Even if it worked the first time.” The reason I say this is because I believe there is always a better way of doing something; sometimes we just haven’t discovered it yet. Formula’s management team just returned from a two-day leadership summit, where a lot of this intellectual sharing (not to mention team bonding) takes place. To say it is my favorite time of year is an understatement. At this year’s meeting, each VP played a role in leading a session on topics that included the importance of trust in business, the role managers play in a subordinate’s success or failure, managing millennials, developing a creative mindset and, most importantly, improving client service. Each presentation leveraged insight from a recent book and research on the subject, while incorporating interactive role playing and Q&A sessions that helped to bring the discussion to life. Our goal is to always remain focused on getting better, and we look forward to the action items emerging from these two days to accomplish just that.

                                                     Michael A. Olguin
                                                     President

Ormco Corporation Retains Formula SD
Ormco Corporation, a leading manufacturer and provider of advanced orthodontic technology and services, has retained Formula SD’s business and technology division to launch a national public relations program heavily centered on building awareness for its flagship brands, Damon® System and Insignia™, as well as the company’s first corporate sponsor—professional surfer and motivational speaker Bethany Hamilton. Ormco selected Formula as its AOR following a competitive review based on the agency’s proven media prowess, creative ideas, and deep knowledge of both the B-to-B and B-to-C marketplace. Focused on simultaneously utilizing Ms. Hamilton’s formidable fan base while continuing to educate the orthodontic community on treatment superiority, Formula’s program will elevate Ormco’s brand awareness through targeted media relations, social media and industry award recognition.

Formula LA Unleashes ‘Walk the Dog Day’
In September, Formula LA was tasked with conceiving, planning and executing the first Walk the Dog Day on behalf of Newcastle Brown Ale. A euphemism coined in the early 20th century, “Walk the Dog” was an excuse for men to skip out to their nearest pub for an ice-cold pint of Newcastle. Charged with bringing this phrase to life in the brand’s largest market, Southern California, Formula developed Walk the Dog Day—a one-day event consisting of five simultaneous parties taking place across Los Angeles County and Orange County. Each of the invitation-only events was hosted by a local blogger—such as Crave.com, LAist.com and OCWeekly.com—and featured an up-and-coming band facilitated by media partner FILTER Magazine. Attendees were offered a limited-edition T-shirt with a Walk the Dog design created by world-famous artist Ron English and were encouraged to post to Newcastle’s Facebook page throughout the event via an on-site digital photo booth. In total, Walk the Dog Day 2011 hosted nearly 1,000 guests and generated more than 7 million gross impressions across regional and national outlets.

Formula LA Helps WPA's SuperZoo Achieve Record Breaking Year
Working with the World Pet Association (WPA), Formula LA recently provided media relations support for SuperZoo, one of the largest national shows for pet retailers. Held at The Mandalay Bay Convention Center in Las Vegas, SuperZoo 2011 achieved record-breaking results. Currently in its eighth year, the three-day industry trade show saw a 15 percent increase in exhibiting companies, 26 percent increase in hosting companies, and 19 percent increase in registered attendees compared to last year. The event also attracted substantial media with more than 50 pet journalists in attendance. As a result, the Formula team secured broadcast segments on CBS and ABC affiliates, as well as print placements in consumer and trade outlets including Las Vegas Review-Journal and Trade Show News Network (TSNN.com). Thus far, the team has secured more than 47 million gross impressions, with more coverage continuing to roll in.

Formula NY Hosts

Rhône Valley Wines

Sensory Event
In September Formula NY produced a unique event designed to keep Rhône Valley Wines, voted Wine Region of the Year by Wine Spectator, top of mind with U.S. distributors, retailers and top-tier print, broadcast and online media. Billed “Flights & Flights,” the evening dazzled guests with a sensory experience that transported them to the Rhône Valley (via air travel décor and props), while allowing them to savor flights of some of the region’s most spectacular wines. As Rhône Valley Wine region representatives mingled with guests and communicated key messages, attendees enjoyed hors d’oeuvre and wine pairings as well as Cirque-style aerial performances by trained artists, contortionists and aerialists. The result was an elegant and memorable journey to Rhône attended by more than 150 industry influencers and top-tier media, including the Today show, Wine Spectator, Food Network Magazine, Saveur, Travel + Leisure, Endless Vacation, Health, Every Day with Rachael Ray, Serious Eats and New York Daily News. Vive la France!

Annie Chun’s

Earns High Marks

in ‘Today’ Segment

Formula SD’s consumer team landed Annie Chun’s on the Today show as a result of its relationship with nutritionist and host of Food Network’s Quick Fix Meals, Robin Miller. In the segment titled “Kid-Friendly Brain Foods,” Miller talked about foods that can boost a child’s memory, energy and focus as he or she heads back to school. The four-minute-plus placement highlighted Annie Chun’s Roasted Seaweed Snacks in both varieties as “super fun” snacks that are full of iron and Omega-3s to improve memory function and help keep kids alert. The national spot reached 1.8 million viewers, many of whom match Annie Chun’s core “mom” demographic. 

Formula SD Secures Broad-Sweeping TV Coverage for DTS
Formula SD’s business and technology division recently secured a broadcast segment for state-of-the-art audio technology company DTS on KTLA-TV that was syndicated to numerous other networks. Tech reporter Rich DeMuro, who covers the latest and greatest in the digital world on a national scale, visited DTS’ Calabasas headquarters to develop the story, Smaller Speakers Make for Higher Quality Sound, for his LA-based station. While there, DeMuro spent time with DTS’ audio engineers and demoed the latest in DTS’ audio technology integrations, including the LG G2x smartphone and Neo:X, the next generation of immersive 3-D entertainment using a 11.1 speaker configuration. The dynamic segment—which also appeared on ABC, FOX and CW affiliates in several other markets across the country—centered on the evolution of mobile audio and current consumer demand for squeezing the best possible sound into connected devices. Throughout, DeMuro validated a key message for DTS—that no matter the device, consumers’ expectations as it relates to audio quality are growing. To date, the broad-sweeping segment has generated a total viewership of nearly 1 million.

Formula LA Team Fortified with New Director and Account Supervisor
Formula LA’s office was recently made even stronger with the addition of

Kevin Gabriel as director and Britta Franson as account supervisor. Collectively, the duo has more than 20 years’ experience in public relations, with specific expertise working on consumer and lifestyle brands.

Gabriel brings with him more than 13 years past experience earned across small-to-mid-size agencies and in-house PR teams from Kansas City and New York City to Los Angeles. Most recently, he headed up domestic and international media relations, social media and advertising efforts for a division of Raytheon Company. Prior to this, he represented brands such as H&R Block, Lee Jeans, March of Dimes, Hill’s Pet Nutrition, Benchmark Golf, Hyatt Resorts & Spas and Fairmont Hotels, to name a few. A Missouri native, Gabriel received his MBA with an emphasis in marketing from Rockhurst University. As director at Formula, he will be responsible for program development and execution, managing account teams and budgets, and providing overall strategic guidance for clients including Honest Tea, Cost Plus World Market, Easton Sports and Pert Plus.

Prior to joining Formula, Franson spent seven years honing her communication skills at both reputable PR agencies and revered media outlets. Most recently, she worked at Current Lifestyle Marketing in San Francisco, where she represented such consumer brands as Tropicana, GLAD, Pine-Sol and Green Works. She also spent several years at Weber Shandwick, playing a lead role on accounts including Ketel One Vodka, Uncle Ben’s, U.S. Army and SKECHERS, among others. Prior to entering the PR field, she worked in the newsrooms at ABC Eyewitness News in New York and CNN in Los Angeles. As account supervisor at Formula, she is charged with overseeing day-to-day account execution, creative program development, and managing traditional and social media programs for clients such as Qualcomm, Performance Bicycle and Kriser's.

David Heimlich Joins Formula as VP of

Business Development
Formula is thrilled to announce that David Heimlich has joined the agency as vice president of business development. Working out of the Formula NY office, Heimlich will leverage his 20 years of experience in sales, management and marketing to drive top-line growth for the agency by outreaching to targeted Fortune 1,000 brands. Prior to joining Formula, Heimlich served as the global vice president of sales and marketing for Luminosity Marketing, where he was responsible for all aspects of client acquisition strategy. Previously, he spent eight years as vice president of sales and project management at Richmond Events—overseeing all sales, management and operations of The Marketing Forum and The Digital Symposium networking events—and 11 years at TransUnion in various sales and account management roles.

Formula is a national public relations boutique with offices in New York, Los Angeles and San Diego. The progressive agency specializes in creating strategic, integrated programs that combine public relations with marketing, social media, co-branding, promotions, and brand activation elements to yield bottom-line results for today’s passion brands. Formula's practice areas include consumer, lifestyle, business/technology, consumer technology, sports, entertainment and travel/hospitality.

For more information, reply to this e-mail or contact Formula at 619.234.0345