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Sesame Workshop teams up with Ogilvy PR to bring Big Bird back to China

24 March, 2011

SHANGHAI — Sesame Workshop, the international, nonprofit educational organization behind world renowned children’s television program Sesame Street, officially appointed Ogilvy Public Relations Worldwide/China today as its public relations counsel on a retainer base. Sesame Workshop has a long term vision for the China market and is committed to working with educators to create dynamic new content in order to provide Chinese children with the cognitive and social skills they need to reach their highest potential.

Through a creative and fun communications campaign combining traditional and digital strategies, Ogilvy PR will focus on raising awareness of Sesame Workshop and its China initiatives, to support in the mission of helping more children to reach their highest potential through engaging, locally produced educational content and programming targeting Chinese kids, their families, caregivers and educators.

Sherrie Westin, Executive Vice President and Chief Marketing Officer of Sesame Workshop, said, “We’re committed to the principle that all children deserve a chance to learn and grow. We hope to contribute to this by making educational content accessible to as many kids as possible. Through the process of getting to know Ogilvy PR’s great team of people in Beijing and Shanghai, we became tremendously impressed by their professionalism, creativity and dedication. Their integrated and exciting approach to building our presence in China across a multitude of platforms will bring Sesame Workshop programming to more Chinese children than ever before.”

Scott Kronick, President of Ogilvy Public Relations Worldwide/North Asia, said, “I grew up with Sesame Street and know the power of Big Bird and Sesame Street's line up of programs. It is an honor and delight to be part of Sesame Workshop’s expansion in China and I am thrilled that so many kids and families will have even greater access to what Sesame Workshop has to offer.”

Sesame Workshop launched two initiatives in China in December 2010. The first was production and distribution of emergency response and preparedness content for children and their families in China which will be distributed in 2011. This initiative was announced in partnership with China Youth Development Foundation (CYDF), best known for launching the “Project Hope” program to help provide underprivileged children with access to education throughout China; and MSD, a global healthcare leader. The second initiative was Sesame Workshop’s collaboration with Toonmax Media, a wholly-owned subsidiary of Shanghai Media Group, and MSD, to produce a new TV series broadcast on Ha Ha Channel in Shanghai called Sesame Street’s Big Bird Looks at the World.

Sesame Workshop has a proud history of serving the needs of children globally since 1969, and in China since 1983 when Big Bird and friends first appeared in Big Bird in China, a highly acclaimed hour-long special produced in collaboration with CCTV. In 1998, Sesame Workshop and STV partnered to produce 130 episodes of Zhima Jie, the Chinese version of Sesame Street.

For a photo or more information, please contact:
Sarah Guldin
Senior Manager, Corporate Communications
Ogilvy & Mather Group China  
Tel: (8610) 8520 6552

About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 markets. Named Large Agency of the Year by The Holmes Report and PRNews, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. Celebrating its 30th anniversary in business, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360-degree digital influence, corporate, and technology practices. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our website at

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