When Kellogg Co. decided that appeals from Tony the Tiger on behalf of Kellogg's Frosted Flakes weren't cutting it with the kids, they turned to media shop Starcom USA. Starcom offered the critical insight that children were interested in what other children had to say. This led to the creation of a kids-only section of ESPN and a school-age reporter covering the Little League World Series -- all sponsored by Kellogg's Frosted Flakes. For this and other campaigns, the Publicis Groupe shop was named Media Agency of the Year by Advertising Age for 2007.

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