Digital Marketing Institute Podcast | #120 How to Get Youth Marketing Right
In this episode of the DMI podcast, host Will Francis speaks with Maurice Wheeler, CEO of We Are Family, a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends — from meme culture to Roblox — while staying legally compliant and ethically sound.
This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental exp…
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Chapters (20)
1:00
How brands stay in touch with kids’ realities
2:30
Meme trends, masculinity, and parenting shifts post-COVID
5:15
How brands act on research and insights
7:44
The challenge of ethical creativity in marketing to kids
11:30
Why guardrails make for better creativity
13:49
Breaking down under-18s into real audience cohorts
16:38
Running global research with very young children
19:14
Sharing vs. owning insights: what gets published
20:50
Developmental personas vs. traditional marketing personas
23:00
The Venn diagram of kids, parents, and platforms
26:43
Creating immersive brand experiences in Roblox
30:07
Influencer marketing and where to draw the line
32:10
Marketing ethics in YouTube content for kids
34:04
How Maurice parented with a marketer’s mindset
36:25
What metrics really matter in this space
39:48
The rise of co-viewing and why it’s good news
41:55
Maurice’s early career from Leo Burnett to Disney
47:51
What’s changed most in 20+ years of marketing
53:39
AI in research and creativity: risks and realities
59:00
Maurice’
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