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Duncan/Channon Gets Built for Childhood with Stride Rite Rebrand

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New brand repositioning launches targeting millennial parents

Duncan/Channon Gets Built for Childhood with Stride Rite Rebrand

Celebrated children’s shoe maker Stride Rite just announced its brand repositioning, refreshed brand identity system and integrated marketing campaign.  The work was created by agency Duncan/Channon and targets millennial parents.

Stride Rite recently tapped the independent agency to lead strategic and creative development of a significant advertising effort and to help reintroduce the iconic brand to a new generation of parents. Following extensive research, Duncan/Channon developed Stride Rite’s brand platform and refresh strategy. The new “Built for Childhood” platform was inspired by the Stride Rite team’s everyday experiences as parents, bolstered by the brand’s decades-long commitment to quality and expertise in children’s footwear. The new work encourages parents both to embrace the chaos and come prepared. The fully integrated campaign launches across multiple channels with the strategy of breaking through the back to school clutter by reaching Mom during her time and starting a peer-to-peer conversation. 


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Creative Agency

Account Executive: Meghan Mast

Account Management: Melissa Bryant

Chief Strategy Officer: Andy Berkenfield

Content Producer: Justine Barnes

Copywriter: Jessea Hankins, Kristin Kelly

Creative Agency: Duncan/Channon

Designer: Shannon Burns

Digital Producer: Eric Kozak

Group Account Directors: Jamie Katz

Photographer: Cynthia Perez

Producer: Kim Comeaux

Design director: Jennifer Kellogg

Head of Production: Carolyn Bormann

Digital Production Company

App/Digital Production: Encident

Categories: Shoes, Clothing and Fashion

lbbonline.com, Fri, 24 Jul 2015 08:41:58 GMT