La Jolla Group announced the creation of a multi-faceted, internal Marketing division that will help streamline best practices across the company's youth lifestyle brands, including O'Neill, Rusty, Metal Mulisha, True Love & False Idols, In God's Hands, and The Berrics.

Branded as 'The Agency,' this group is comprised of both internal and external integrated Marketing, Public Relations and Sales teams to oversee and augment strategy, management and creative execution for company-wide campaigns, events and other initiatives.  The Agency reinforces LJG's diversification business model and continues to promote efficiencies from within the company.

Led by CEO Toby Bost, LJG's Agency addresses a range of brand opportunities, from full-scale campaigns to targeted grassroots efforts, based on the needs of each individual brand.

“The Agency is another smart and cost-effective way we are supporting our business from under one roof and ensuring all brands are working from the same playbook,” said Bost.  “By operating from within the walls of LJG, this cross-brand collaboration is one of the ways we set ourselves apart from other companies in youth lifestyle.”

As a new addition to The Agency, LJG introduced R.I.O.T.S. (Relationships, Ideas, Opportunities, Teamwork, Special Events), a promotions and events team that will further support the company's Marketing initiatives.  The R.I.O.T.S. group will be based out of LJG's headquarters, overseeing efforts from trade show presence and event execution, to promotions collateral and social media strategies.

Ryan Divel will oversee R.I.O.T.S. as vice president of Promotions, with direction and support from department director, Rich Wilson.  Both have significant promotions background, and their innovative ideas have been recognized in recent years by SIMA for excellence in Marketing campaigns for …Lost clothing.

“I'm looking forward to having these guys bring their expertise to the table and provide another layer of support for our brands,” said Bost. “R.I.O.T.S. is a great example of how LJG and the industry veterans that make up The Agency will deliver results for our business as we forge ahead in 2011.”