European marketing agency network We Are Family taps Norton PR as UK partner

The European agency network that specialises in kids, youth, and family marketing, We Are Family, has tapped Norton PR as its UK partner.

We Are Family is designed to offer full service support for clients at all stages of their marketing, from initial product developments and research, to their local marketing, PR, and retail campaigns.

Already, eight of the largest family-targeted marketing agencies in Europe have joined forces in a bid to enable companies to expand their reach across multiple territories. Norton PR has now come on board as the UK’s representative.

Tim Höchel, managing director of Full Moon Kids & Teens – the largest agency in Germany for kids and youth – founded the network of specialists covering 15 European countries. He has experience across numerous global brands including Porsche, Bosch, LEGO, Nickelodeon, and Activision.

“A child in Madrid has different needs than a child in Manchester,” he said.

“You cannot simply adapt a campaign for different countries. That doesn’t work. We have over 20 different languages and cultures in Europe so we looked for the best experts in family marketing in Europe and brought them together.”

The network has been working together for a year and a half. All agencies are specialists in kids and family marketing in their country and collectively have extensive experience and have won numerous awards.

The network’s agencies have been serving well-known customers in the toy and entertainment industries such as LEGO, Disney and Nintendo for many years. Each campaign is designed to be bespoke to each client, taking into consideration their objectives and the markets they are targeting.

What makes We Are Family unique is being able to create campaigns that work effectively across the whole of Europe but have the flexibility to allow for and leverage local nuance.

London-based managing director of We Are Family, Maurice Wheeler, has over 20 years experience developing audience-led strategies that have helped clients including Nickelodeon, BBC, Disney, Microsoft, Google, Universal Music, Unilever and LEGO.

“We were finding that clients were stuck with two choices when they wanted to run an international marketing campaign,” he commented. “Either go with a big international agency, who might have local offices but are expensive, don’t offer the level of service they require and rarely have kids and family experts in all markets. Or they work with 10 different local agencies, who may have the kids and family expertise but trying to manage and coordinate all these slightly competing bodies who might not integrate well together is a real headache for their already over-stretched teams.

“We Are Family is set up to provide the best of  both worlds; you deal with a single person, either locally or out of London, who is your main account lead and they then manage the campaign, and you know you are getting the best local agency who is an expert in their local kids and family market.”

Wheeler has stated that “while Europe is our focus today we want to become a global operation soon with plans to open a New York office at the end of the Year and in China in 2021.”

Nuremberg Toy Fair celebrated the introduction of kids and family PR and Marketing experts, Norton PR, into the We Are Family group to represent the UK within the International network.

“Nuremberg provided a perfect opportunity to present the We Are Family Agency offering to multiple toy companies,” said Tony Norton, chairman of Norton PR and Marketing. “Having worked with clients that require a more broad-based approach to PR planning where retail activation can be implemented across multiple territories and devising social and digital campaigns with global reach, the opportunity to work with We Are Family is a natural step for us in expanding our business globally.”

Norton PR has already partnered with the media agency ChizComm in the US.

“With mutual clients across both the We Are Family network and ChizComm portfolio we are experiencing an exciting shift in focus for our Agency as we develop our skill base to target those family lifestyle brands that require PR both in the UK and beyond,” continued Norton.

“Having recently been appointed by the Dutch water bottle firm Dopper and worked on the Lelli Kelli Italian children’s shoe brand in the UK, we can now offer clients a multi-service approach with the support of an experienced Agency network.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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