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Child’s Play Turns Serious

After working with the client on a project basis for nearly a year, Slaughter Hanson in Birmingham, Ala., has been named agency of record for KinderCare Learning Centers.
The shop earned its stripes on the business in 1997, when it launched the first national advertising campaign for the Portland, Ore.-based client in two years.
“Slaughter Hanson has been able to capture the spirit of who we are and what we want to become,” said Roger Long, senior director of marketing for KinderCare. “They continue to exceed expectations month in and month out.”
The Alabama shop started working with KinderCare when the child-care provider split with The Martin Agency, Richmond, Va., in early 1997. At that time, Martin officials pointed to several changes on the client side as the reason for the change.
Billings were undisclosed; however, Competitive Media Reporting tracked KinderCare’s advertising spending at $2.5 million in 1997.
-Jim Osterman