Underwired has started work on data analysis and planning and expects the first round of emails to go out in the first quarter.
Felix Velarde, managing partner of Underwired, said: "Nickelodeon and Nick Jr are challenging brands to work with. Credibility, both to young audiences and to the youngest audiences' parents, is absolutely crucial. We have to be extremely rigorous with data and with segmentation, so our focus in the immediate term will be on getting deep under Nick's skin."
Nickelodeon UK is a joint venture between MTV Networks and BSkyB, and its channels are available on cable and satellite TV. It launched Nickelodeon as a UK channel in 1993.
Its other channels include Nick Jr and Nicktoons and it has three consumer websites, , and .
Last year, it introduced short programme clips from shows such as 'Avatar' and 'Dora the Explorer' to the websites. It also signed a deal with BT for its shows to be available via on-demand TV service BT Vision.
Underwired is focused on website creation and online advertising as well as eCRM. Its other eCRM clients include Virgin Holidays and gym chain LA Fitness.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .