Fearless Takes On Baby Carrier Account

First work for ERGObaby expected in fall

New York startup Fearless opened in the spring with assignments from a food delivery company (PureFoods) and online phone service provider (phone.com). Now the shop is working for a baby carrier manufacturer.

For ERGObaby, Fearless will create ads and buy media (through its EarthQuake Media unit). The ads—the first of which are expected in the fall—will appear in the U.S., Europe, Asia, and Latin America. Initial media spending is estimated at $10 million.

Fearless won the assignment in part through a past connection. ERGOBaby global vp of marketing Alexandra Gonzalez knew Fearless principal Mike Head from their days at Johnson & Johnson. Back then, Head was a global vp in charge of J&J’s baby products business and Gonzalez was a global franchise director who worked on the business in emerging markets.

Gonzalez joined ERGObaby in March and subsequently met with Fearless. That meeting led to an initial brand strategy assignment that has now expanded into the lead creative role for Fearless.

Fearless’ other principals include former Lowe CEO Jerry Judge, ex-Universal McCann CEO Robin Kent, and Peter Gibb, former creative director at Young & Rubicam. The shop—which Judge describes as a “capitalist commune”—offers guerrilla marketing, channel planning, brand bartering, brand management, and advertising and digital media services.

In a statement, Gonzalez described the agency as an “ideal brand partner” because it has the “strongest combined brand building, creative, and media experience of any agency we’ve encountered.”