California Federal Bank Selects Mahlmann Media as Lead Agency for Major Advertising Campaign.Business Editors PASADENA, Calif.--(BUSINESS WIRE)--June 18, 2002 California Federal Bank California Federal Bank, often abbreviated to "Cal Fed", was a savings and loan bank in California. It existed from 1926 until 2002, when its parent company Golden State Bancorp was acquired by Citigroup, resulting in the bank being merged into Citibank. (Cal Fed) has selected Mahlmann Media as lead agency for the financial institution's highly successful advertising campaign. Mahlmann Media, based in Pasadena, Calif., is now responsible for placement of all out-of-home advertising Out-of-home advertising (also referred to as OOH) is essentially all type of advertising that reaches the consumer while he or she is outside the home. This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. for Cal Fed, including billboards, bus advertising, and mobile billboards. The $2.8 million contract involves extensive coverage across California with 95% of the billboard placement in the state's five primary market areas -- Greater Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , San Francisco Bay area “Bay Area” redirects here. For other uses, see Bay Area (disambiguation). The San Francisco Bay Area, colloquially known as the Bay Area or The Bay , San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. , Sacramento and Fresno. "We showed Cal Fed our extensive `reach' throughout California and our ability to provide them with added value Added value in financial analysis of shares is to be distinguished from value added. Used as a measure of shareholder value, calculated using the formula:
Cal Fed operates 349 retail-banking offices in California and Nevada, with corporate headquarters in Glendale. "We knew we could do the best job for the bank," said Mahlmann. "Our relationship with Cal Fed goes back almost 15 years and our earlier campaigns for the bank and its predecessors were highly successful." He added that the strength of Mahlmann Media derives from the agency's unique role as a buying service coupled with a billboard dealership. "This arrangement allows Mahlmann Media to secure placement on more than just the boards from our dealership. This `bridge' offers our clients targeted placement," added Mahlmann. Besides Cal Fed, Mahlmann Media's client roster includes Enterprise Rent-A-Car, Volvo, $1 Web Hosting Making a Web site available on the Internet. Many ISPs host a few personal Web pages for an individual at no additional cost above the monthly service fee, but the address is subordinate to the ISP; for example, www.friendlyisp.com/pat_smith. (an Internet firm), Flying J Trucking, Integrated Archive Systems, and Starcom Worldwide. EDITOR'S NOTES: (1) For more information about Mahlmann Media, access their web-site at www.mahlmann-media.com. (2) For white paper report: "Mahlmann Media and the New Age of Advertising", contact Gloria Karlak. INTERVIEWS: For an interview with Richard Mahlmann, contact Gloria Karlak directly at 866/329-7498 (office) or 818/618-9479 (cell phone). |
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