We Are Family selects Norton PR as UK marketing partner

Published on: 6th February 2020

We Are Family offers best in class full-service support for clients at all stages of their marketing journey. 

From initial product development and consumer research all the way to locally executing marketing, PR and retail campaigns, eight of the largest family-targeted marketing agencies in Europe have joined forces to enable companies to expand their influence across multiple territories.

Tim Höchel, managing director of Full Moon Kids & Teens – the largest and most influential Agency in Germany for kids and youth – founded this network of specialists covering 15 European countries and 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,” commented Tim. “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 successfully now for a year and a half. All the agencies are specialists in kids and family marketing in their country and collectively have extensive experience and numerous awards to their names. 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. We Are Family is able to create campaigns that work effectively across the whole of Europe, while still offering flexibility to allow for and leverage local nuance.

The London-based managing director of We Are Family, Maurice Wheeler, has over 20 years experience developing audience-led strategies. “We were finding that clients were stuck with two choices when they wanted to run an international marketing campaign” states Maurice. “Either go with a big international agency, which might have local offices but is expensive, doesn’t offer the level of service they require and rarely has 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 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”.

He adds: “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 provided a perfect opportunity to present the We Are Family Agency offering to multiple toy companies,” commented 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.”


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