I worked as the lead planner to develop the global advertising strategy to relaunch Bob the Builder. The strategy focused on audience acquisition and later deeper engagement with the brand for parents/kids to defend it's core equity of "building' increasingly being contested by brands like Lego/Duplo.
Markets that have implemented our toolkit have seen above-norm TVRs for the show, as well as positive sentiment in spite of initial strong backlash on social media from people who had grown up with the previous version of Bob.