NETWORK, IBERIA, NEW BUSINESS
We are Family Iberia are spearheading a crosscontinental campaign for global education platform, Kumon, that saw four agencies from the Network pool their expertise to achieve top marks.
We are Family, the global full-service agency group that specialises in children, young people and their families, have been appointed by leading global education brand, Kumon, to grow their European profile. This partnership with the marketing and research agency network will develop and transform the tutoring service’s marketing strategies and external communications to proliferate their profile, boost franchise uptake and simultaneously grow their customer base of students across a multi-territory brief.
The account, led by We are Family Iberia, is a truly collaborative, pan-European one, involving several of the Network’s offices across Europe including their GSA (Germany, Switzerland and Austria) base and Spanish creative studio.
We are Family’s unique position as a global network and leaders in their field of the children and family market, means that they are able to utilise their on-the-ground expertise in several countries including Spain, Portugal, Italy, Germany and Greece, with some elements also being placed in markets including France and Switzerland. The campaign will be translated into a total of 14 languages.
The scope includes consumer and in-market research, strategy and campaign development – including a new visual identity – and is a duel aspect brief in the expansion of franchise operations and generating operational growth, as well as a consumer focussed campaign to broaden its student subscriber base.
With experts on the ground in multiple territories, We are Family knows only too well that the differences in the market conditions and consumer needs between Germany and the southern European countries (Iberia, Greece and Italy), are multiple but through addressing these nuances they have brought the comms under one umbrella brand campaign: LEARN TODAY TO CREATE TOMORROW.
Having completed the first phase of the project, We are Family’s work has included research across Spain, Portugal, Italy, Germany and Greece, and developing a new visual identity, positioning of the brand and a advertising campaign encompassing digital and traditional channels.
Borja López-Niclós, CEO of We are Family Iberia, commented: "It's an exciting journey to work alongside Kumon in this campaign. Our expertise in youth, families, and the educational community allows us to respond to their needs and motivations accurately and effectively, with an innovative approach.”
Janika Linde, We are Family’s Director Brand & Strategy said: “Our research department, together with Kumon, have drilled down into the needs of children and parents regarding extracurricular education and tutoring and have developed strategic recommendations on this basis.
We look forward to building on our continued collaboration with Kumon, and our We are Family colleagues across Europe, to develop yet further, this exciting area of work.”
Alberto Tejerina, Director of Kumon Spain, added: "We are delighted with We are Family's collaboration on our brand campaigns. Their strategic and creative approach has been essential in reaching more students across Europe. The campaign reflects our commitment to educational excellence to make a positive impact on children's education.”