How Nickelodeon adds value to its branded properties

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Nickelodeon, the “kids-first” basic cable network, gracefully is entering into middle age.

Born of Warner Cable in 1979 and purchased by Viacom in 1986, the 39-year-old media brand keeps inventing itself to remain ever young, appealing to its core audience of children between the ages of two and 17.

“As a brand, we create safe, high quality environments for both kids and parents, because we know that we always have to represent their best interests,” Jennifer Tracy, Nickelodeon’s SVP/partner marketing and creative advertising, told delegates at the Association of National Advertisers’ (ANA) 2018 Brand Activation Conference.

“That's led us to...

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