The Press Cabinet is a full-service advertising agency providing clients with innovative and award-winning campaigns for 14 years. We remain one of the most respected boutique agencies in Los Angeles, with a proven track record of creating successful global branding that sets our clients apart from the competition. In addition to powerful and ‘out-of-the-box’ creative, our team takes great pride in thoroughly researching media and developing strategic advertising schedules tailored to each client. Because of the quantity of business and long-term relationships we have developed, we offer tremendous negotiating power, strong positioning and endless opportunities for partnerships and promotions. Many of our clients have campaigns that run globally, and we have partnerships with affiliate agencies worldwide. Agency founder Price Arana states, “Many of our campaigns have been widely imitated, as they have been extremely successful in creating powerful, global brand identities. The foundation for any company must be innovative creative delivered in a flawless media plan. We spend clients’ dollars as if they are our own - if they aren’t spent right, nothing works. We don’t want clients for just one season, we want them for the life of their brand.”
• Advertising : Print + Digital + Out of Home
• Collateral + Marketing Materials
• Concepts + Development
• Design + Art Direction
• Logo Design + Branding
• Media Planning + Buying: Print + Digital + Outdoor
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The Press Cabinet featured in WWD:
THE PRICE IS RIGHT
by Kavita Daswani
Whether it’s putting a cowboy hat on a would-be prom queen or making a lip gloss appear necessary for survival, Price Arana believes that in advertising, the unexpected works best. The founder of The Press Cabinet, Arana has earned a reputation for working outside the proverbial box.
When creating a campaign for hip and locally based beauty brand Stila, Arana eschewed the usual formulaic faces of beauty, and came up with vivid illustrations. So successful were they that a heap of look-alikes have followed.
For Zum Zum, one of the country’s top prom dress makers, there are no ads showing frothy gowns worn by perfect teen queens. Arana’s answer? Bring in an edgy sensibility: a cowboy hat worn with pastel gown, an interracial couple in the Americana suburban landscape, or lean, wholesome boys in open-necked ruffle shirts.
Loree Rodkin, a Los Angeles fine jewelry designer who caters to the stars, chose ads that create an aura of low-key luxury around her product, without focusing too heavily on the pieces themselves.
While each campaign must be distinctive, Arana agreed a unifying thread ran through all of them. “If you cover up the logo on any of these campaigns, you’ll still be able to identify them,” she said. “That’s something I really strive to make happen for each company.”
Married to actor Tomas Arana, and the mother of 4-year-old Joaquin and 2-year-old Dashiell, the Chicago native is also an advertising veteran, having slogged away at other agencies before opening her own.
Even as she climbed the ranks, she knew that even fledgling companies could afford to think big. “I believed that no company was too young or too small to advertise. I didn’t go soliciting, but I just had the good fortune of clients coming with me.”
She also realized the only way to make a brand have the impact companies pay millions for was to become a chameleon: for the sake of dreaming up ads, one day she’ll imagine being a 17-year-old in search of a prom dress; the next, she’s a 30-year-old who wants to change her looks via makeup.
Once she’s done with the creative side of ad-making, Arana says the next step is to be a savvy media buyer. “I spend my client’s dollars as if they were my own—if they aren’t spent right, nothing works. I don’t want clients for just one season. I want them for life. Knock on wood—I haven’t lost any to other agencies yet.”
Judging by what her clients say about her, she’s not likely to any time soon.
Rodkin, a Press Cabinet client since day one, says that since she’s signed on with Arana, she’s had invaluable brand name recognition and a steadily growing business. “She let me know how important branding and doing campaigns really are,” said Rodkin. “I had never done any advertising prior to us working together.”
Arana bought full-page color pages for Rodkin in W, Harper’s Bazaar, InStyle, Elle, as well as the top hotel books including Ritz Carlton, Four Seasons and others. But she cautioned her client not to expect people “calling the next day begging to buy the jewelry.” Instead, said Rodkin, business gradually grew beyond her stable of private celebrity clients and into top-notch stores. She now spends 10 percent of her annual turnover on advertising.
For Paris Blues, a teen-oriented denim company, Arana came up with comic-book style characters that appear on hang tags and back pockets as well as print ads. The campaign runs in Seventeen, CosmoGirl and Teen People. There was also a cross promotion with the hit TV series “That 70’s Show.”
Stila’s founder, Jeanine Lobell, is more than happy to put Arana in the driver’s seat when it comes to the brand’s whimsical, colorful and hugely effective ad campaigns.
“It’s her strategy,” said Lobell. “I wish I could take credit for it, but I can’t.”
Still, Lobell deserves all the credit for coming up with the fun, must-have products driving the campaigns. The fruit- flavored Lip Glazes are pitched in a series of postcard style print ads featuring the tag line “Wish you were here.” “We only use illustrations for Stila. The idea is for the campaign to reflect the personality of the brand, to be humorous, whimsical and clever,” said Arana.
It’s also important to monitor where a brand and its products are headed, she added, and then tailor-make a campaign to suit it. One of Zum Zum’s previous series, titled “Modern Romance,” harmonized with the pale colors underscoring the collection.
Niki Livas, co-owner of 32-year-old Zum Zum, said Arana’s campaigns allowed the company “to stand out from the rest of the pack.” With an annual budget of some $1 million, Livas advertises on billboards, buses and kiosks and in publications such as Seventeen, YM, Elle, Marie Claire and others. And the “Modern Romance” series of ads, with their slight edginess, “made us the talk of the markets.” “People look at us in a different light,” said Livas. “It’s built brand awareness. Price is very creative, and has her finger on the pulse of a younger audience.”
With competition for selling space in stores becoming increasingly stiff, Arana believes advertising can be a brand’s best ally. But only if it’s done well.
“Unless you have great creative, you shouldn’t advertise. If a client can’t afford to do it well, I tell them to sit out a season.”
And given the softening in the U.S. economy, many brands may just do that—although Arana says that it’s when things slow down that advertising should be revved up.