“Successful youth and family marketing efforts must be grounded in a deep understanding of the needs, motivations, and interests of today’s kids and parents.”

- Brady Darvin, Senior Director of Consumer Insights

From gauging moms’ reactions to a potential licensing partner to making sure kids intuitively understand how the premiums and toys we make operate, we translate our insights into tangible results for our clients.

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Our Thought Leadership

Our published and publicly-recognized work demonstrates that no matter what industry our clients are in, Strottman goes far beyond the normal agency’s role in understanding the issues that matter most to them.

• Invited as an expert speaker on childhood obesity before the Federal Trade Commission, the National Academies of Science, and the World Health Organization.
• Only agency representative appointed to California Governor Arnold Schwarzenegger’s “Get Healthy California” task force, working directly with the California Secretary of Health & Human Services on anti-obesity programs.
• Invited expert speaker to the National Confectioner’s Association Conference, 2006 and 2007, to speak on the topic of how marketers can help promote physical activity in kids.
• Led the messaging development group for the Ad Council’s “Coalition for Healthy Children.”

Articles published and lectures presented:

• “The Retail World from a Kid’s Perspective,” International Journal of Advertising & Marketing to Children, October, 2002; download related article (3.2MB)
• “Generation XO: Today’s Parents,” International Journal of Advertising & Marketing to Children, July, 2003; download related article (1.5MB)
• “Nutrition From A Kid’s Perspective,” presented to the Institute of Medicine of the National Academies of Science, Committee on food marketing, March 18, 2005.
• “A Kid’s Eye View of Character Tie-ins,” Kidscreen, March, 2005; download related article (1.3MB)
  
• “Consumer Messages for Combating Childhood Obesity,” presented to the Ad Council Coalition for Healthy Children, July, 2005, available online at http://www.healthychildrencoalition.org/
• “Getting Real About Candy & Obesity,” Confectioner, June, 2006, available online at
  http://www.cs-retailing.com/Archives_Davinci?article=875
• “Making Mom’s Licensing List,” Kidscreen, June, 2007; download related article (1.1MB)
  
• “Don’t Play the Blame Game: Efforts to Further Regulate Advertising Candy and Snacks to Kids Pose a Threat to U.S. Marketers,” Confectioner, September, 2007; available online at
  http://www.cs-retailing.com/Archives_Davinci?article=1044

• “Nutrition from the Perspective of Kids, Moms, and Marketers,” presented to the World Health Challenge Think Tank, McGill University, Montreal, November 7, 2007, available online at  http://www.mcgill.ca/healthchallenge/2007/presentations/module1/ [scroll to the 3rd one down under “Presentations,” and click “Play”]

• "Children, Parents, and Grandparents as Consumers and Clients of Local and Global Food Chains: The Multiple Motives of Individual Behavior,” presented to the World Health Challenge Think Tank, McGill University, Montreal, November 8, 2007, available online at http://www.mcgill.ca/healthchallenge/2007/presentations/pre-brief/  [scroll to the 5th one down under “Presentations,” and click “Play"]
• "Sounding Off On Parenthood: The Echo Boomers Have Arrived,” Kidscreen, February, 2008: download related article (1.6MB)
• Presentation from Kellogg's Nutrition Conference, Winnipeg, June 13, 2008: download related article (1MB)

To discuss any of these articles, please contact Ron Coughlin at coughlin@strottman.com
or call 949.623.7937.