Graco names LeapFrog Interactive media agency of record

Share this article:
Juvenile products company Graco has named LeapFrog Interactive its media agency of record.

The agency will be responsible for online brand and product support, including launching a significant online media campaign incorporating multiple channels in the second quarter.

“Graco wants to focus on integrated marketing this year and making sure that whatever touch points they're interacting with consumers have the same message,” said Lori Druen, VP, client services at LeapFrog.

LeapFrog will guide the strategy, development, site placement and tracking of Graco's online media spend, while also using a mix of blog advertisements and several 2009 sweepstakes to promote new Graco product launches. The media plan aims to broaden Graco's online reach using rich media banner ads, e-mail and pay-per-click advertising. There also will be print elements to the efforts.

“Graco is taking the majority of its marketing budget and moving it online in 2009,” said Michael Wunsch, director of interactive marketing at LeapFrog.

LeapFrog will be working on the Graco account with agencies DiNoto, which will handle creative, and Converseon, which is responsible for social media.

In the fall, Graco launched its first fully integrated marketing campaign that incorporated parenting bloggers.
Graco worked with several different agencies on the campaign, including Doublespace for strategic marketing, Converseon for social media and LBi for the Web site.

Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

News Byte: Javelin Marketing Appoints Damron CMO

News Byte: Javelin Marketing Appoints Damron CMO

Longtime agency pro brings extensive healthcare industry experience to the agency.

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.