Passport New Media, the company behind the child-focused multimedia initiative Your Own World, has selected WongDoody as its ad agency, after a review of undisclosed shops.
With offices in Santa Monica, Calif., and Seattle, WongDoody was chosen for its creative reputation--gained through work for such clients as Fox Sports and Alaska Airlines--and keen understanding of the role marketing will play in YOW's upcoming launch, according to client executives. Billings are estimated at $10-15 million.
"WongDoody's fun and innovative approach to marketing children's software and other family products, as well as their pioneering TV and radio strategies for launching broadcast and Internet ventures and Web sites, made them stand out," said Brian Pass, PNM co-founder and chief executive.
YOW, billed as the first "virtual Internet" experience for children ages 2-12, will be available nationwide by year-end, featuring content from leading children's educational and entertainment Web sites. YOW aims to combine the best content of the Web with the speed and performance of CD-ROMs.
WongDoody will target television, radio and print media in selected markets around the country, highlighting the educational and enter- tainment value of YOW. A campaign will launch in the first quarter, testing first in three or four markets.
"YOW will revolutionize the Internet and software experience for kids and parents," said Ben Wiener, WongDoody managing partner.
Based in Los Angeles, PNM was founded in January to address performance and safety issues children and parents face online. Its flagship YOW service aims to deliver content in a closed environment that can be tightly controlled by parents and educators.
WongDoody's clients include Del Taco, the Seattle Supersonics basketball team, Adidas America and Virginia Mason HealthPlans.