Cow & Gate When we say we know Mums, we really know them. We know the information-hungry mums who pore over websites and magazines, through our work on Milupa Aptamil. And we know the mass market mums (especially the pregnant mum, the mum of little kids, the mass demographic mum) through our work for Cow & Gate. Our Neighbourhood Mums Programme - in 2006 fronted by Angela Griffin - teaches us all we need to know about the need for a support network... and the real conversations mums actually have. The Old Wives/ New Wives Tales campaign teaches us what is being thought and said - and what sticks; the Denise Lewis-hosted Immunity Programme demonstrates how mums want and absorb their information and what they want for their kids. And it is all wrapped up within a properly holistic campaign that embraces CRM as much as it does advertising, with PR taking the brand into key media areas with messages and endorsements that it would, to be honest, be hard to buy. Celebrity faces have been key to guaranteeing cut-though. But this is not celebrity for the sake of celebrity. As the work on Baby Squad in 2005 demonstrated (then, with Patsy Palmer), this is a campaign that truly uses both celebrity and entertaining new formats to drive emotional engagement, loyalty and commitment to brand. Hi-5 In 2006, JCPR took to the stage with Australian pre-school entertainment group, Hi-5. We undertook a fully integrated brand and retail marketing campaign to drive product sales, generate footfall for a national tour and support distribution. The challenge was to harness the brands' immense power, TV content, merchandise collections and deliver interaction with the Hi-5 cast to engage the consumer and trade audiences. The campaign was anchored on the sell-out theatrical tour targeting kids up to 10 years, and more importantly, their parents and grandparents. Executions included unit publicity; media junkets; an exclusive VIP and press preview event for the tour; talent management; licensee/ partner support; retailer presentations with multiples and a celebrity outreach programme. The programme delivered widespread coverage across national, parenting, consumer, regional and online sectors ­ in excess of 200 pieces ­ coupled with a significant ticket sales uplift for key regional tours. Leapfrog Coming soon...