Magazine article ADWEEK

Chittum Joins Y&R on Mattel

Magazine article ADWEEK

Chittum Joins Y&R on Mattel

Article excerpt

LOS ANGELES Susan Chittum, recently named svp and brand team leader tot Mattel at Young & Rubicam, knows that tiny metal cars are nor necessarily the toys of choice for boys smitten with videogames and other hightech playthings.

One of her initial challenges at the WPP Group shop's Irvine, Calif., office is to "get Hot Wheels to where it a period when consumer sophistication is limiting sales," she said.

"The brand is healthy, sales are good, but there's the matter of the age-grading issue," said Chittum, 49, most recently svp, managing director at Omnicom Group's BBDO in Los Angeles and Atlanta, where she created the Spin Promotions mill. "Hot Wheels are not just competing against other toys. Unlike what girls move to, boys quickly go to videogames and computers."

Chittum replaces Chad Kawalec--who has left for TBWA\Chiat\Day, Playa del Rey, Calif.--and oversees 30 staffers. She reports to managing director David Murphy. …

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