Ad Club Entries Increase Sparks Optimism

Entries for the annual Orange County Ad Club awards contest increased more than 50% this year, and organizers called it a sign of returning optimism.

The number of companies represented also rose, from 125 last year to 175. “The two do show a resurgence of enthusiasm,” said Linda Waters, a club board member.

The club also lowered the cost of entering, she said, broadened its mailing list and met with many of the creative directors at local agencies to hear their suggestions for the contest. Also, some categories were enlarged to include more advertising media, such as direct mail.

Judges chose their favorite entries on Saturday, and the results are scheduled to be made public at an awards ceremony March 27.

Between 1991 and 1992, 42% of the 420 advertising and related agencies in Orange County closed, according to John Good of Meridian Media Group in Newport Beach. His company compiles a regular list of advertising, public relations, marketing and design firms in Orange County.

His company has not updated its list since early last year, he said Monday, but he believes that many new firms have formed in the past year.

“We’re seeing a lot of companies coming out of the woodwork,” Good said. “A lot of people are working out of their homes or in executive suites.”

Another positive sign for the industry, Good said, is that he is receiving more press releases for his bimonthly publication, California AdNews: “In the last couple of weeks, we’re hearing about account acquisitions and new hires, from management to junior (account executives). We went a long time without hearing of any.”