Kids focus of PN's new Chicago unit

CHICAGO: Porter Novelli's Chicago office has started a new practice called Kid Connect to go after clients interested in selling to children and teens.

CHICAGO: Porter Novelli's Chicago office has started a new practice called Kid Connect to go after clients interested in selling to children and teens.

CHICAGO: Porter Novelli's Chicago office has started a new practice called Kid Connect to go after clients interested in selling to children and teens.

VP Kathy Cummings is heading up the new unit, which comprises five PR people and five support staffers pulled from the firm's interactive, technology, food, health and media relations practices.

It will handle PR, as well as direct-to-consumer marketing and grassroots marketing campaigns aimed at the youth market.

'We'll be doing much more than the traditional PR tactics,' Cummings said.

The group broadly defines the youth market as children between 3 and 18 years old, but hopes to distinguish itself from competitors by targeting specific age segments within this range.

'It's a constantly moving audience and we've got to change and move with them,' said Cummings.

No existing clients are being transferred to the new group. Kid Connect will initially seek out clients in the Midwest, but also is looking for national business,which it plans to have handled by youth marketing groups in other offices. PN started a youth marketing group in its Los Angeles office in 1998, for example.

PN's Chicago office has worked with clients such as Coppertone, Jif, Sunny Delight and Pringles.



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