Cartoon Network chooses Zeno for preschooler outreach

ATLANTA: The Cartoon Network has tapped Zeno to handle outreach for a new block of programs aimed at preschoolers.

ATLANTA: The Cartoon Network has tapped Zeno to handle outreach for a new block of programs aimed at preschoolers.

Zeno, formerly known as PR21, was selected from six agencies interviewed because the network was impressed with its woman-oriented Speaking Female practice, said Laurie Goldberg, SVP of public relations at the network.

The new shows, which debut in August, mark the first time Cartoon Network will try to attract pre-schoolers. The outreach itself, however, will target mothers.

Messaging will focus on the idea that humor is an important part of early childhood development.

ATLANTA: The Cartoon Network has tapped Zeno to handle outreach for a new block of programs aimed at pre-schoolers.

Zeno, formerly known as PR21, was selected from six agencies interviewed because the network was impressed with its woman-oriented Speaking Female practice, said Laurie Goldberg, SVP of PR at the network.

The new shows, which will debut in August, mark the first time Cartoon Network will try to attract pre-schoolers. The outreach itself, however, will target mothers.

Messaging will focus on the idea that humor is an important part of early childhood development.

While competitors have educational offerings for pre-schoolers, the new Cartoon Network shows will "really teach the importance of humor," said Goldberg.

The network hasn't yet finalized how many hours of pre-schooler programming it will offer. New shows will include moderators who will help educate children about humor.

PR, which likely will start in April, will be the first step in a marketing effort that will also include advertising.

"We are very PR-focused at Turner," Goldberg said, referring to the network's parent company, Turner Broadcasting System.

Efforts will focus on media relations and grassroots events, said Bridget Brennan, managing director of the Chicago office of Zeno. Brennan will head a five-person team on the account.

"It's really important to get moms to feel good, to feel that Cartoon Network will serve their kids," Brennan said.

Cartoon Network is seen in 86 million US homes and in 145 countries.

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