New CME Unit Takes Child's Play Seriously

In an effort to get into the heads and wallets of children, Minneapolis agency Campbell Mithun Esty has formed CME KidCom, a new marketing unit devoted to the 18-and-under set.
CME vice president and general manager Christine Fruechte said the new unit will help the agency’s clients develop ads that appeal to children.
Though several of the shop’s individual account groups have researched this market, KidCom
will develop more “proprietary tools” to better understand and communicate with kids, Fruechte said.
“We’re going to offer a broader perspective about what’s in a kid’s world,” she said.