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May 02 2011

SapientNitro Nabs Multi-Channel Campaign Work for Mattel in Australia


SYDNEY – May 3, 2011SapientNitro, part of Sapient (NASDAQ: SAPE) has been appointed by one of the world’s largest toy manufacturers, Mattel, to run an integrated campaign for the Thomas & Friends Trackmaster brand.

The win comes after a competitive, three-way pitch for the project that will see a pre – Christmas focus on the Mattel Thomas & Friends Trackmaster unique motorized feature. The campaign will include social media and integrated retail partnership, working in conjunction with Mattel, HIT Entertainment (owners of the iconic Thomas & Friends brand) and Haven Licensing in Australia.

Meagan Reay, marketing director of Mattel, says, “SapientNitro has developed a concept to build strong connections with parents in the lead up to Christmas, encouraging dialogue and awareness for the Thomas & Friends Trackmaster brand and the launch of new destination toys.”

SapientNitro’s managing director for Australia, Paul Bennett added, “This is a really exciting assignment for SapientNitro. We have developed a creative and integrated marketing solution using social media and engaging retail experiences for a brand steeped in heritage, with deep emotional resonance for many parents and kids alike. We’re looking to build on the popularity that the motorized Thomas & Friends Trackmaster toy has in other markets.”

About SapientNitro
SapientNitroSM, part of Sapient®, is one of the world’s largest integrated marketing and technology services firms. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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