Cranium Delivers Account to KB+P

NEW YORK Board game maker Cranium has shifted its estimated $10 million account to MDC Partners’ Kirshenbaum Bond + Partners without a review. The account had been with independent Doner in Southfield, Mich.

The New York agency will handle strategic development, television and print creative, and all media planning and buying. Efforts will include a holiday TV push and support for a variety of line extensions, the agency said.

“There is an incredible community of consumers who are really zealots and passionate about the brand,” said KB+P co-chairman Richard Kirshenbaum, who noted that the client reminded him of Snapple in its early years. The agency created that brand’s “100 percent natural,” campaign.

This is not Kirshenbaum’s first experience with Cranium. Last year, he arranged for the company’s brand imagery to be included on a sculpture by British artist Keith Tyson alongside ads the company created for another client, Kao.

The idea behind the piece, titled “Chameleon,” was to create a work of art that reflects society’s changes through advertising, according to the PaceWildenstein Gallery in New York, where it was shown.

The client spent $10 million on ads in 2004 and 2005, per Nielsen Monitor-Plus.