BabyCenter breaks print ads from Carmichael Lynch
, Minneapolis, in November issues of American Baby and BabyTalk. The ads try to convey the vast content covered by the site (www.babycenter.com). BabyCenter hired Carmichael in May to create the multimillion-dollar print project. Media Smith, San Francisco, handles all media buying. SF Interactive handles online creative. Copywriter: Kelly Trewartha. Art director: James Clunie.