LOS ANGELES WPP Group's Young & Rubicam Brands has been hired by Knowledge Learning Corp. after a review, the agency said.
The Portland, Ore.-based client, which operates some 2,000 child-learning centers in 39 states, is parent to brands such as KinderCare and Children's World Learning Centers.
The company used search consultant Zyman Group in Atlanta to conduct the review.
Dan Frechtling, KLC's senior vice president of marketing and business development, said in a statement that the Irvine, Calif., agency's "creativity, passion for our brand and experience in marketing to a key target audience, parents, were critical factors in our decision." Other review contenders were undisclosed.
Rick Eiserman, North American managing partner of the agency, said Y&R would leverage its "target expertise to deliver a fully integrated campaign. With a business like Mattel, I found that we had very deep talent in terms of marketing to moms and to kids. KinderCare was a great win for us because it leveraged a lot of in-house talent that already existed."
Eiserman added that in many respects the auto industry model also applied because KLC has franchises and one of the purposes of the upcoming campaign would be to drive traffic to them.
Susie Lim, Y&R creative director, will oversee efforts expected to utilize "all facets of the agency" for general market and interactive advertising, promotions and direct marketing, Eiserman said.
KLC spent just $100,000 in 2005 on measured media, according to Nielsen Monitor-Plus.