Better Business Bureau National Program Selects TDC to Develop Conference Brand

Children’s Advertising Review Unit seeks its own identity and brand platform for annual event

Washington, DC, August 25, 2019—David Franek, president and chief creative officer of TDC, has announced that the Children’s Advertising Review Unit (CARU) has chosen TDC to develop a suite of branding, identity, and marketing materials for its annual conference in March 2020. CARU is a National Program of the Better Business Bureau focused on protecting children from deceptive or inappropriate advertising and ensuring that, in online environments, children’s data is gathered and managed responsibly.

“We’re thrilled to be working with CARU and being in a position to establish a compelling brand platform for its first standalone conference,” said Franek. “CARU is an indispensable resource for any company with marketing programs aimed at children, and we want this conference to be recognized as the industry’s can’t-miss event it deserves to be.”

In past years, CARU hosted an annual event that was a component of the annual conference of the National Advertising Division (NAD), another Better Business Bureau National Program. The 2020 event in Los Angeles will be the first large-scale conference that CARU will present and oversee independently.

The assignment for TDC will initially focus on development of the conference’s visual and thematic identity, which will be informed by a basic discovery process comprising interviews with CARU executive staff members, a review of evaluations provided by attendees of CARU’s 2019 conference, and research into branding of competitive/like-minded conferences. The conference identity will be designed to be evergreen for future conference applications and will also be supported by a style guide outlining usage parameters.

Following establishment of the conference identity, TDC will create additional deliverables for the event. These will include a marketing communications and media plan, a conference microsite, a sponsorship prospectus, and on-site environmental graphics. TDC’s engagement with CARU is currently in progress and will continue through March 31, 2020.

About CARU

TheChildren’s Advertising Review Unit is one of 12 National Programs that are administered by Council of Better Business Bureaus. It was founded in 1974 as an investigative unit of the advertising industry’s system of self-regulation to promoteresponsible children’s advertising and prevent misleading or inaccurate practices in all media. CARU also seeks to ensure that online children’s data is collected and handled in a responsible manner.

In 2001, CARU was approved by the FTC as the first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA). Organizations that adhere to CARU guidelines are deemed in compliance with COPPA and are insulated from FTC enforcement action.

About TDC

With offices in Washington, DC; Baltimore, Maryland; and Atlanta, Georgia, The Design Channel ( provides a full range of integrated creative services, including branding, marketing communications and advertising, digital content marketing, and broadcast and interactive media.