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.