Brand consultancy, The Value Engineers, has opened a specialist kids' practice, headed by Dave Lawrence, who was previously the group planning director at Logistix Kids, where he worked with clients such as Kellogg's, Burger King and Nestlé.The Value Engineers' kids' practice will focus on children ages 0 to 12 and has been founded on the principles of constructive kids' marketing and reflective of a demanding new generation of kids. It will combine the strategic branding capabilities of The Value Engineers with Lawrence's kids' marketing expertise.
"These are challenging times for kids' brands and require a revolutionary approach to brand development," says Lawrence. "For one, there needs to be a much greater emphasis on brand innovation to maintain kids' excitement, rather than the traditional reliance on advertising and promotions. The Value Engineers have a phenomenal track record in a wide range of brand-building capabilities and I am really excited to be joining them to bring this initiative to market."
A launch seminar is planned for early March.
