Pittard gets Fox Kids Net ad account

Agency to help channel revive brand name

Fox Kids Network has retained Pittard Sullivan as their worldwide creative agency. The announcement was made jointly by Elie Dekel, exec VP, marketing and advertising, Fox Family Worldwide; Maureen Smith, general manager, Fox Kids Network, and executive VP Fox Family Worldwide; and Ed Sullivan, president and co-founder, Pittard Sullivan.

Under the new arrangement, Pittard Sullivan will work with Fox Kids management on the production of marketing materials to revitalize the Fox Kids brand, including the creation, production and implementation of on-air broadcast identity packages, interactive Web site design and related elements for Fox Kids marketing and media tools.

The new identity will make its U.S. debut in September ’98, and the design will be such that it can be localized in foreign markets.

“The children’s competitive landscape is rapidly changing, and to be successful, you need a strong combination of content, within a compelling environment that is reflective of kids and the world in which they live and play,” explained Dekel.

Added Smith: “The experienced team at Pittard Sullivan has a clear understanding of our corporate vision for Fox Kids channels around the world and the talent to make our vision a reality.”

Since its debut in 1990, Fox Kids Network has maintained a dominant weekday and Saturday position among kids 2-11 and kids 6-11. Its 19 hours of weekly (Monday to Saturday) programming is seen by 21 million kids and teens each month, and by 20 million viewers aged 18 and older.