KidCom Creator Goes to Kerker

Fruechte Says She Finds Challenge of a Smaller Shop Appealing
CHICAGO–Having created one of the first dedicated kids marketing units at a major agency, Christine Fruechte said she wanted to move to a smaller pond where she could effect larger change.
Fruechte last week started as director of client services at Kerker Marketing Communications, a $40 million shop, after three years at Campbell Mithun.
“Christine brings a fresh perspective and insight to Kerker,” said Chuck Kelly, chief executive officer of the Minneapolis agency. “I’m happy that after 12 years as director of client services I can pass the baton to someone so capable and who sees the potential for this position.”
Fruechte comes to Kerker after founding and serving as general manager of CME KidCom at Campbell Mithun in Minneapolis (formerly Campbell Mithun Esty).
“It will enable me to have a greater impact on agency growth,” she said of the move. “I will be able to guide and mold the culture.”
Fruechte’s hire is the latest in a string of new management recruits by the 50-year-old shop. Earlier this year, chief executive Chuck Wanous announced his retirement, naming Kelly, the shop’s former director of client services, his successor. That followed the hiring of Chris Preston as the shop’s creative director.
Preston and Fruechte had worked together at Martin/Williams in the late 1980s. She said his presence was a factor in getting her to join Kerker.
“He is one of the most talented creative minds that I know, and the chance to work with him again was appealing,” she said.
Despite Fruechte’s ex-pertise in youth marketing, Kerker has no plans to become a kid-specialist agency or forming a unit similar to KidCom, though she expected she would still “dabble” in kids marketing.
“There are probably a lot of folks who will come to us as a resource for kids marketing, but by no means are we going to be a kid marketing agency,” she said.
At CM, Don Kwam, the general manager and director of the agency’s packaged goods and special segments business unit, will oversee KidCom while searching for Fruechte’s replacement, according to an agency representative. K