We Are Family

What We Are Family does

We Are Family is a privately held, global full-service marketing agency network that specializes in children, young people, and families. The company operates through wholly-owned regional legal entities headquartered in Luxembourg with operational offices in the UK, Spain, Italy, Germany, France, Canada, and the United States, delivering both single-territory and coordinated multi-territory campaigns. Its service portfolio is structured around three pillars — research and strategy, creative services, and marketing services — covering market and consumer research, strategic brand analysis, educational content development, 360 campaigns (above and below the line), PR, influencer and social media campaigns, media planning and buying, experiential marketing, and partnerships. Notable client engagements include a pan-European Kumon brand campaign spanning seven markets in 14 languages, BC Hydro's Power Smart for Schools program in Canada, the UK Summer Reading Challenge with The Reading Agency and Youth Sport Trust, and a Boston Pizza x Nintendo Canada family entertainment activation.

The company differentiates through proprietary youth-focused research IP, most prominently the Tween Council — an international qualitative panel of 7-12 year olds across seven countries (UK, USA, Germany, France, Italy, Spain, Singapore) — and recurring thematic reports such as the Global Kids Sports Report and the Food & Me study. Distribution and delivery occur via a direct-to-client enterprise field-sales motion, with no disclosed resellers, marketplace presence, or self-serve product. Pricing is not publicly disclosed and is consistent with professional-services, project-based engagements scoped per client.

The business model is professional services revenue: fees earned on research, creative, and campaign execution engagements for brands, educational platforms, government agencies, nonprofits, and entertainment/QSR clients targeting youth and family audiences. No external parent company, private equity, or venture capital ownership is indicated in the available source material, and the network appears to be independently controlled. Founding date, headcount, revenue, and funding history are not disclosed.

Name

We Are Family

Legal name

We are Family Global S.A.

Website

https://we-are-family.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

We Are Family is a privately held global full-service marketing agency network specializing in children, young people, and families, delivering research, strategy, creative, and 360 marketing campaigns via wholly-owned offices across Europe and North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Strassen

HQ country

Luxembourg

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Marketing Services: Full-service agency providing research and strategy, creative services, and marketing implementation across 360 campaigns utilizing above and below the line tactics.
2. Research Services: Market and consumer research, strategic brand analysis, and educational content research services for brands targeting children, youth, and families.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

We Are Family is a global full-service marketing agency network that helps brands understand, reach, and engage children, young people, and families. The company delivers end-to-end services spanning market and consumer research, strategic brand analysis, creative development, and full marketing implementation including PR, influencer campaigns, media planning and buying, experiential marketing, digital and social media campaigns, and educational content. Campaigns are delivered through its proprietary international Tween Council research panel and multi-territory agency offices across Europe and North America.

Product overview

We Are Family is the world's largest full-service marketing agency network specializing in children, young people, and families, operating across multiple global offices. The company offers an integrated service model combining Research and Strategy Services, Creative Services, and Marketing Services. This core portfolio includes market research, strategic brand analysis, 360 campaign development, public relations, influencer campaigns, media planning, experiential marketing, and digital/social media marketing. The company differentiates through proprietary research products including the Tween Council international panel and thematic research reports like Food and Me. Service delivery occurs through campaign-based engagements such as the Kumon European Campaign, Summer Reading Challenge Partnership, Power Smart for Schools educational program, and Boston Pizza Nintendo activation, typically involving multiple regional offices collaborating across international markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Research and Strategy Services

Quantifiable outcome

• 21% increase in new account sign-ups for BC Hydro Power Smart for Schools program year-over-year
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and flagship.

• KumoncoreStrategic or Co-development Partner · 12 November 2023We Are Family Iberia leading a pan-European campaign for Kumon, the global education platform. The collaboration spans research, strategy, visual identity development, and advertising across Spain, Portugal, Italy, Germany, Greece, France, and Switzerland, translated into 14 languages. The campaign 'LEARN TODAY TO CREATE TOMORROW' addresses both franchise expansion and consumer growth objectives.
• Boston Pizza InternationalflagshipStrategic or Co-development Partner · 1 October 2023Kidzsmart (We Are Family Canada) facilitated a best-in-class partnership between Boston Pizza International and Nintendo Canada, creating immersive Nintendo gaming experiences at restaurant locations featuring Mario games with educational content through ECE and STEAM methods.
• Nintendo CanadaflagshipGTM or Marketing Partner · 1 October 2023Partnership through Kidzsmart facilitation for Boston Pizza International activation, bringing Nintendo Switch gaming experiences to family restaurant settings with educational components.
• The Reading AgencycoreStrategic or Co-development Partner · 1 June 2023We Are Family UK partnered with The Reading Agency for the 2023 Summer Reading Challenge. The agency created and activated a communications strategy including high-profile media interviews, launch event management at Tottenham Hotspur, and press pack creation to encourage UK children to participate in reading.
• Youth Sport TrustcoreStrategic or Co-development Partner · 1 June 2023Partnership with Youth Sport Trust for Summer Reading Challenge 2023, developing fun family activity cards and piloting active equipment packs in five UK libraries to keep children active over summer holidays.
• BC HydrocoreStrategic or Co-development Partner · 1 April 2023Kidzsmart (We Are Family Canada) working with BC Hydro's Power Smart for Schools program. The partnership educates students on energy conservation and sustainability through curriculum-aligned lesson plans and activities incorporating Two-Eyed Seeing Indigenous-Western approach.
• STEMedge AcademycoreStrategic or Co-development Partner · 1 April 2023Collaboration between Kidzsmart and STEMedge Academy to create holistic educational outcomes for BC Hydro's Power Smart for Schools, developing scaffolded educational frameworks aligned with BC provincial curriculum.
• Kidzsmart CommunicationscoreOthersWe Are Family network agency in Canada, operating as part of the global network, specializing in kids and family marketing with expertise in educational content and sustainability campaigns.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• YouthSight: UK-based youth market research specialist running proprietary Gen Z and millennial panels. Partial overlap with the Tween Council research capability, though narrower in geographic and demographic scope.

Direct peers

• Kids Industries: UK-based full-service creative agency exclusively focused on kids and family brands, offering strategic, creative, and activation services. Direct competitor for the same enterprise client set targeting children and youth audiences across Europe.
• Beano Studios: Kids and family media and marketing business built on the Beano brand, offering content, licensing, and campaign solutions for brands targeting children. Comparable peer combining proprietary kid IP with brand-partnership and marketing services.
• SuperAwesome: Kid-safe digital advertising and engagement platform that powers ad serving, consent, and content moderation for brands reaching under-13 audiences. Directly comparable as a kids/family marketing infrastructure and execution specialist.

Broad incumbents

• AKQA: Global digital creative agency under WPP that designs and delivers integrated campaigns for major consumer and family brands. Comparable on creative, digital, and campaign execution capabilities, though not specialist in the kids niche.
• Digitas: Global connected marketing agency under Publicis known for digital-first integrated campaigns targeting younger demographics. Overlaps with We Are Family on digital and social media campaign execution for family-oriented brands.
• Publicis Groupe: Global advertising holding company whose agencies (Leo Burnett, Saatchi, Digitas) regularly compete for enterprise kids and family briefs. Comparable on RFPs and multi-territory campaign delivery but at vastly larger scale and broader remit.
• Ogilvy: Global full-service creative network with established family, youth, and influencer practices serving the same multinational brand clients. Overlaps on integrated campaigns for kids-targeted brands but as part of a much broader portfolio.
• Dentsu: Global advertising network with dedicated family and media capabilities across Europe, North America, and APAC. Comparable as a competitor for the same enterprise marketing RFPs, including those from Kumon, BC Hydro, and consumer brands.
• Wunderman Thompson (VML): Global creative, brand, and commerce network regularly pitching on integrated youth and family brand briefs. Comparable as a competitor on enterprise creative and digital campaign mandates, though serving a much broader client set.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@wearefamilynetwork
• Facebookfacebook.com/wearefamilyDACH
• LinkedInlinkedin.com/company/we-are-family-global

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Are Family