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Baby Genius

Staking turf for a franchise in its infancy

A multimedia campaign concept, following an historic reboot of the Adweek title, to spur industry visibility and partner integration—while playing up the publication’s penchant for irreverence—for nascent editorial and event property Brand Genius.

The concept extended to a promo-vid series featuring kids’ off-the-cuff reactions to marketing questions steeped in executive-speak.