BabyfirstTV Looks to Y&R for Intro

LOS ANGELES Young & Rubicam Brands has won creative and media duties for the launch of BabyfirstTV following a review, the client confirmed.

Sharon Rechter, co-founder and executive vice president of business development and marketing, declined to estimate the budget for the infant television network’s first integrated marketing push, but said that it would include “all the regular venues relevant to the target—baby magazines, baby Web sites, original targeted venues.”

She said there would also be an extensive television campaign, with some of the ad components launching in mid-June. The 24-hour station, directed at 6- to 36-month-old infants, went live May 11.

“The marketing is toward the mothers,” Rechter said. “We need to explain that it is not traditional TV, but a tool that can be utilized in education.” Rechter said all but one hour of the programming is dedicated to the babies, such as teaching them sign language. One adult hour is dedicated to parenting tips. The network also offers video on demand per topics, such as potty training, she said.

Rechter said the company was “looking for an agency with experience in brands that speak to moms and children, and who have an expertise in media.”

Young & Rubicam Brands has Mattel among its clients. “The way we’ve grown is by looking at existing talent and utilizing it,” said Rick Eiserman, North American managing partner of the Irvine, Calif., agency. “Our first [L.A.] Dodgers campaign emphasizes family, and we just won KinderCare Learning Centers, which is giving us an overall category-target expertise.”

Eiserman said the campaign would use “Watch your baby blossom” as a tagline. Marketing will emphasize programs that include content from the “Brainy Babies,” “So Smart” and “First Impressions” series. The first TV spots, due in July, will be oriented to subscribing to the network, which can be received on DirecTV or Dish TV. Eiserman had not determined the lead creatives for the account.

The WPP Group agency has been tapped to do interactive, direct and broadcast, along with sister shops Wunderman and Mediaedge:cia, which were also hired.

Fox Network’s Regency Entertainment and other partners back Los Angeles-based BabyfirstTV.