CLIENT
Binney & Smith
Mark Hoffman, Product Manager
Craig Skinner, Product Manager
Gary Fassak, VP/US Mktg. & Sales
Bob Cleary, Dir. - Mktg. Services
Steve Ferry, Sr. Manager - Consumer Communication
George Patrana, Dir. - Mktg.
AGENCY
Jeannie Heilman-Richardson, VP/Assoc. Creative Dir.
John Nicolaides, Assoc. Creative Dir.
Lisa Mitchell, VP/Account Supervisor
Mark Burgess, SVP/Account Dir.
Jonathan Hoffman, EVP/Exec. Creative Dir.
Kerry Stranman, VP/Planning Dir.
Starcom MediaVest Group
SUMMARY
Crayola has become an institutional back to school brand. The brand has also been suffering from the encroachment into kids' time from video games, entertainment licensed toys and general over scheduling. A Mom brand for 100 years, Crayola needed to re-evaluate their target and to develop new product and brand strategies by discovering the unique relevance of creativity for kids today. Today's toys do the imagining for kids while Crayola puts imaginations into action.
