Nickelodeon Chooses Kidvertisers

NEW YORK-Chalk one up for the little guy. Kidvertisers last week beat Arnold Communications in Boston, DiNoto Lee in New York and The Martin Agency in Richmond, Va., to win the estimated $15 million Nickelodeon account.
The New York creative boutique, with just eight full-timers and about $8 million in billings, has worked with the client on a project basis and is the lead agency for the Nick Jr. preschool business. Through that project, the shop is familiar with Ruth Sarlin, Nickelodeon’s vice president of brand and franchise marketing, who led this review with director of brand and franchise marketing Richard Loomis.
Co-president Larry Nunno said the agency presented a trade print campaign and a video with footage shot in Central Park.
The work focused on “the wonderment of kids and celebrating how talented and individual they are,” he said. “The best way to the parents’ hearts is showing kids having fun; they relate it to their own kids.” Other agencies had pitched work targeting adults.
How will the Liliputian shop handle a possible tripling of its billings? At least three senior staffers will be added in its marketing, design and TV production areas for starters.
Nunno’s biggest threat in the pitch? “We were afraid of Arnold. We had worked together on Hasbro[‘s Playskool brand] a few years ago and they knocked us out of that box,” taking the entire account. -with Judy Warne