Learning Curve names Euro RSCG Chicago AOR for First Years brand

Share this article:

Learning Curve Brands has named Euro RSCG Chicago agency of record for its First Years line. The account is the agency's first work with Learning Curve and parent company RC2

First Years is a toy and supply line for infants and toddlers. Euro will create an integrated effort focusing on new moms, particularly first-time parents. The goal of the hire is to improve both customer acquisition and retention.

“The brand wants to develop a relationship with new moms, so part of the work is relationship management-based communications,” King said. “Digital will play a big part. It will be comprised of search, e-crm and direct digital communications.”

Euro won the account after a competitive pitch. Some account work may launch this year, but the bulk of the campaign will be revealed in 2010, according to Jamie King, president of Euro RSCG Chicago.

“We're doing some consumer work, and once we complete that we'll move into execution and the work will be able to break,” said King.

Learning Curve is comprised of the First Years and Lamaze brands, both in the new mom space and with licensing rights for toys for such brands as Bob the Builder, John Deere and Sesame Street.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.