With over 15 years dedicated to the kids’ universe, how has your approach to PR and communication evolved to accommodate the broader range of products & brands you now represent?

Our approach has shifted significantly towards social media and digital platforms. Today, even traditional magazine editors often double as content creators. While we still value and support print magazines, brands now prioritize digital impact because it provides measurable results. A good content creator doesn’t just speak about fashion—they’re also passionate about design, interiors, toys, travel, and lifestyle. That’s the kind of versatile storytelling we focus on.

Can you share your approach to working with a new client?

We always begin by listening carefully to fully understand what the client needs. From there, we bring in our expertise to offer our recommendations. Our goal is to build a dedicated, personal relationship with every client — because each brand is unique, and we believe in adapting our work to reflect that.

With the expansion into various family-oriented products, how do you maintain a cohesive brand narrative for Kidscom Agency that resonates with both existing & potential clients?

Our cohesive narrative is rooted in our exclusive focus on creative brands for children and families. We know we’re in a niche sector —but it’s exactly where we feel most comfortable! This clear positioning is part of our DNA: it allows us to grow while staying true to our purpose.

What are your aspirations for Kidscom Agency?

We’d love to expand our services more for non-European brands, helping them grow their visibility in Central Europe. We’ve built a fantastic relationship with Gingersnaps from the Philippines, and we love being part of their European journey.

For family-focused brands looking to improve their visibility, what key advice would you offer based on your agency’s extensive experience in the kids & family universe?

Go for it with full commitment. Allocate the right budget to your communications and diversify your efforts: user-generated content, paid media, Press releases, events… And most importantly, be patient. Results don’t come overnight, but consistency pays off. Take NAW, for example—a barefoot sneaker start-up for kids. From day one, they’ve shown what it means to commit fully to communication, making thoughtful, strategic moves to grow their brand with authenticity and impact.