More Than Sesame Street Smarts

Children’s Television Workshop Wants Agency to Give It New I.D.
DALLAS–Children’s Television Workshop, creator of the beloved kids’ program Sesame Street, is looking for an agency to help move it beyond its identification with the more than 30-year-old show.
In conjunction with Washington, D.C.-based consultancy Noral Group International, Children’s Television Workshop of New York is currently reviewing eight agencies for its $4-5 million corporate branding account.
“We’ve done a lot of repositioning work to emphasize that we are much more than television, that we are in multiple media, that we are an innovative, creative workshop that’s dedicated to maximizing the educational power of media,” said Sherrie Rollins Westin, executive vice president of marketing communications and research at Children’s Television Workshop.
Previous advertising, she said, has emphasized the “sub-brands” such as Sesame Street.