In the age of e-mail and computer design, you’d think writing instruments for kids would be passe.
But Bellwood-based Sanford, believes the future is bright when it comes to putting pens to paper.
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Why?
With tweens and young teens becoming one of the biggest population segments right now, Sanford is banking big on the kids market, launching its first ever tie-in with Hollywood and in the midst of launching 25 new products in its Colorific line for kids.
In addition, the company, a division of Newell Rubbermaid, is launching its biggest marketing initiative behind the Colorific brand, including a major advertising push.
“We think we can reinvent the category,” said Jeff Werner, vice president of marketing for Sanford.
As part of its push, Sanford is tying into “Spy Kids 2: The Island of Lost Dreams” which hits theaters Aug. 7. It launches a new campaign from St. Louis-based Momentum in mid-June, and as part of its Hollywood tie-in is launching a national instant-win program, also a first for the brand.
Sanford’s move comes as more and more marketers are taking notice of the mini-population boom. The company, which relaunched the Colorific brand with new writing products last year, saw a 50 percent increase in sales in the past year, leading it to believe there was vast potential in the $800 million segment, which has been virtually flat for the past several years.
It also comes as retailers are looking for companies to come to them with more innovative marketing programs. Smaller players that don’t usually spend a fortune on advertising, such as West Chicago-based Jel-Sert and Sanford, have had to partner with either Hollywood blockbusters or launch other big promotional programs to maintain retailers’ attention.
WCKG team in place: Infinity Broadcasting-owned WCKG-FM 105.9 general manager Harvey Wells, in his quest to turn around the FM-talker, has finalized his new sales and marketing teams at the station. Joining the station as general sales manager is Terry Hardin, formerly general manager of Clear Channel-owned WLIT-FM 93.9 and WNUA-FM 95.5. Joe Hood, currently with KFMB in San Diego and a former Chicago radio sales veteran, joins the station as local sales manager. The station also hired David Perlmutter to head marketing. Perlmutter was successful at developing one of the more hip positionings for a suburban pop station when he led marketing efforts at WKIE-FM 92.7 in the late 1990s. He was most recently regional sales director at Student Advantage.
The station made the right decision earlier this year by dumping its out-of-place paid programming in favor of active rock on weekends. Credit station executives for the boldness of the move in the face of revenue pressures from Infinity brass.
Kubis out at StarLink: Bob Kubis, president of StarLink, has parted ways with the media firm, having left the agency on Friday. A statement from the agency stated only this: “After helping establish Starcom MediaVest Group’s StarLink into a $300 million media management agency, Bob Kubis, president, has decided to step down and seek new entrepreneurial opportunities outside of the media network.” The agency termed his departure as “amicable” and that the position will not be filled. StarLink, which was formed as a media resource for smaller agencies and clients, was hit hard by the downturn in the economy. Management of StarLink will report directly to Nick Brien, head of corporate development and new ventures at Starcom MediaVest Group.
Bears launch drive for Champaign: In one of its biggest pushes to date, the Chicago Bears marketing brass is launching an extensive campaign to push tickets for Bears games in Downstate Champaign. Playing off the excitement of the 2001 playoff season, the Bears are using actual video and audio segments from some of last season’s most memorable moments, including defensive tackle Keith Traylor’s interception and lumbering run-back in a game against Jacksonville. The campaign, from Beyond DDB, Chicago, hits the airwaves Tuesday.
On the move: Bjorn Larsson, CEO of Swedish marketing company A-Com, was hired by Leo Burnett Worldwide to be CEO of Leo Burnett Sweden, replacing Arne Eggen. … Mike Gordon, director of marketing for DePaul University athletics, joins Arena Football League’s Chicago Rush as vice president of sales. … Kari Brua was promoted to senior account executive at UniCom Marketing Group.