BBH Lands Noggin

Children’s cable network Noggin has tapped Bartle Bogle Hegarty to handle creative duties on its $12 million account.

BBH in New York landed the business after a credentials-only pitch, besting incumbent Ogilvy & Mather in Los Angeles and an undisclosed shop, said Angela Leaney, Nog gin vp, brand com muni cations. Ogilvy handled projects for the New York-based client.

Noggin was impressed by BBH’s work for Pol aroid and Häagen-Dazs, according to Leaney. The client also cited the $140 million shop’s strategic smarts. As Noggin general mana ger Tom Ascheim put it, “They quickly under stood what we’re about.” Added Leaney: “They were sharp and inter rogative, and that’s what I like.”

BBH was lured by the challenge of communicating to children in an “impactful” way, said agency president Cindy Gallop. “It’s a huge creative opportunity,” she noted.

BBH’s first work, a TV and print effort targeting 9- to 13-year-olds, is expected to break in May, Leaney said.

Noggin’s most recent 30-second spot featured a montage of characters from the network and a child’s voice explaining that Noggin, which also has a Web site, is commercial-free and “made by” Nickelodeon and Sesame Workshop. That spot was created in-house.

The account will be managed by account director Barney Robinson. BBH’s campaign will run mostly on networks owned by Noggin parent Time Warner, Leaney said, which include Nickelodeon. Media duties are handled in-house.

Noggin’s competitors include the Disney, Fox Family and Discovery channels, Ascheim said.