Fuhu, creator of the Nabi Android tablets for kids, has named Draftfcb as its first lead creative agency.
Draftfcb in Venice, Calif. will handle strategy, brand identity and creative development for Fuhu’s tablets, headphones, digital camera and new products.
Previously, the El Segundo, Calif.-based company worked with West Coast agencies on a project basis. Past media spending figures were not immediately available.
The assignment came without a review as Fuhu marketers already knew some of the leaders at the Interpublic Group shop.
Eric Springer, who joined the Venice office in December as chief creative officer, had worked with Fuhu when he was in that same role at Pitch, one of the agencies that worked with Fuhu on projects. Likewise, Sandip Vadher, who became a group planning director at Draftfcb earlier this year, worked at Pitch in the same capacity.
Draftfcb, which is awaiting the arrival of its new global chief executive, Carter Murray, next week, has strung together some wins in recent months. In Chicago, the agency won ARAMARK’s global business, retained Kmart and added Raybern Foods. The San Francisco office picked up The Nature Conservancy while New York landed an assignment from the USDA for its Child and Adult Care Food Program.