Sassy selects Crossbow as direct/social AOR

Sassy selects Crossbow as direct/social AOR

Sassy Inc., makers of infant toys and other products, has named Crossbow Group its agency of record for direct marketing and social media.

The relationship, announced July 15, took effect last month but the two companies are still in the planning stages, said Jay Bower, president and CEO of Crossbow Group. Financial terms of the deal were not disclosed.

“A lot of the work involves sampling among influencers through social media,” he said. “We're laying groundwork for products launching late this year and early next year.”

Crossbow won the business after an RFP process that took just over a month, Bower said. Work will focus on social media, e-mail and mobile, with little work to be done with traditional media.  

Sassy, one of four subsidiaries of parent company Kid Brands Inc., markets to mothers in need of infant toys, bath and feeding products, in a highly competitive industry.

“There is enormous competition in the sector from large, well-funded competitors,” Bower said. “At the end of the day, there are lots of choices and information for moms. The biggest challenge is breaking through the clutter, especially when new moms make decisions right after, and not before, their child is born. Getting them to shake free of those brand bonds can be difficult.”