In preparation for a rebranding push, Sesame Workshop, formerly known as the Children's Television Workshop, has awarded Mullen its $4-5 million advertising and marketing business.
The non-profit educational organization originally considered 12 undisclosed agencies in a three-month review. Following several face-to-face meetings, "just Big Bird and Mullen were left," said Mullen founding creative officer Paul Silverman. There was no incumbent.
"They had such a strong record in terms of brand identity and, in particular, media brands," said Sherrie Rollins Westin, Sesame Workshop executive vice president of marketing communication, citing Mullen's work for clients such as Monster.com and Nickelodeon. Mullen also demonstrated an appreciation of the client's mission to maximize the educational power of the media, Westin added.
The New York organization recently changed its name to reflect an understanding that the media landscape includes more than television. The new name is meant to capitalize on what the organization believes are its greatest strengths: Sesame Street, which has a reputation for excellence in education and entertainment, and the creative, inventive environment that the media offers.
Mullen, Wenham, Mass. is responsible for Sesame Workshop's overall brand development, as well as advertising for Sesame Street, Dragon Tales, specific product categories, and the Workshop's online efforts. Past efforts focused mainly on print ads. K