Nickelodeon, CTW put O&M to work on Noggin brand

Snyder, Beth; Cuneo, Alice Z.
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p12
Trade Publication
This article focuses on the branding and awareness campaign for Nickelodeon and the Children's Television Workshop's TV network, Noggin in the U.S. as of May 1999. Advertising will break later this month from Ogilvy & Mather, Los Angeles, chosen by the joint-venture partners to handle the account. The initial print advertisements, building on the theme "Noggin. Use it," will feature children wearing outrageous hats, such as a young girl in a bathing suit with starfish, sea urchins and coral glued to her swimming cap. Noggin began telecasting February 2 and has since garnered about 2 million viewers on both cable and satellite systems. The print advertisements break in both trade and consumer magazines including Multichannel News, Sesame Street Parents and 3-2-1 Contact.


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