Graco names LeapFrog Interactive media agency of record

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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.

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