Fox Family Channel Is Surfing

Client Is Seeking New Creative Resources
LOS ANGELES–Agencies on the East and West Coasts began sending reels to Fox Family Channel last week, whom sources said is seeking a shop to handle creative duties on its $15-20 million account.
Pittard Sullivan, the Culver City, Calif.-based entertainment agency that handled creative chores for the $30 million relaunch of the cable network in August, is also seeking additional assignments from the Los Angeles-based channel.
However, Rich Cronin, the channel’s new president and chief executive officer, is said to be interested in alternative creative resources and has directed Fox Family’s marketing executives to solicit reels from other shops, sources said.
Executives from Fox Family did not return calls.
A representative of Pittard Sullivan said, “We have a very successful relationship with Fox Family Worldwide and see no reason why this relationship will not continue. We are in constant discussions with them regarding new business ventures.”
J. Walter Thompson’s Los Angeles office, which handles Fox Family’s media buying duties, is bolstering its creative department in an effort to vie for the channel’s creative assignment. The shop recently hired veteran Los Angeles art director Gary Larsen as its creative director, a new post.
Larsen was previously vice president and associate creative director at Rogge Effler & Partners before it became Colby Effler & Partners.
Asked about Fox Family’s creative search, Larsen responded, “We’re going to pursue that opportunity.”