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Following weeks of speculation, The Walt Disney Co. confirmed it has assigned ad duties for the first major Disney Channel branding campaign to Colby Effler & Partners. Billings are $10 million.
The Santa Monica, Calif., agency’s task is to make the cable network “cool” for 9- to 11-year-olds, a highly coveted target market.
A print, radio, TV and interactive campaign is expected by summer.
“We need to change the perception that the Disney Channel is just for little kids,” marketing vice president Adam Sanderson said last week.
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