This is How We Roll: Auto Drives HLF Brandtailers

Irvine-based HLF Brandtailers, a marketing and advertising agency, is looking to expand its staff after landing an account and moving to a bigger office.

The agency, which focuses on automotive clients, is set to hire up to five people by year's end, according to Cheril Hendry, chief executive and founder.

So far this year, HLF brought on four workers, bringing its total to about 25, she said.

HLF has seen growth with a new technology department and demand for online retail marketing, Hendry said.

"We have been lucky (and) smart enough to stay ahead of the marketing changes occurring in the retail environment," Hendry said. "It's all about search engines and relevancy right now. We understand the consumer's online shopping and buying behavior quite well."

HLF expects a 20% to 30% increase in sales in the next six months, according to Hendry, who declined to say what the agency's sales are.

The growth "could be bigger, but we have always acted and reacted conservatively to effectively control our expansion," said Hendry, who started HLF in 1990 with two people.