Marketing to kids can be tricky. It can also be exciting and fun. My favorite agency experience was working on VERB, a social marketing campaign from the U.S. Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC) about getting tweens (kids 9-13 yeas old) physically active. It was a five-year campaign that had amazing results – we motivated millions of tweens to get moving and to do so with imagination and fun.

After the completion of the campaign I was...