The Entertainer's campaign focuses on our kids charming obsessions
Apr 5, 2025
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Catherine Willoughby, Strategy Director at Adam and Eve DDB, shares her expertise in capturing the fleeting obsessions of children that fuel The Entertainer's latest marketing campaign. She discusses the importance of understanding kids' rapidly changing interests and how this insight shapes engaging advertising strategies. With humor, she reflects on a unique toy narrative that personifies childhood experiences, while also touching on the evolving toy retail landscape and the creative teamwork that drives innovation in marketing.
The Entertainer's new campaign, 'For Whatever They're Obsessed With,' strategically connects with children's transient toy interests and emotional purchasing habits.
Future initiatives like live events in Sydney and collaboration with Effie winners aim to foster creativity and engagement in the advertising industry.
Deep dives
Effies Partnership and Live Events
The podcast highlights the collaboration with the Effies, which will include participation in major gala events like the Effie Awards in New York. Content creation will occur with award winners shortly after the ceremonies, leading to new episodes featuring these successful campaigns in the U.S. Future plans also include live events in London and Dublin, fostering a dynamic environment for discussion and engagement within the industry. Excitement surrounds the potential for a live episode the night before the Effies gala, enhancing the connection to the festivities.
Creative Insights from Australian Talent
The discussion shifts to an upcoming live show in Sydney, titled 'Breaking the Laws of Average,' showcasing prominent strategists and creative leaders. Influential figures from top agencies in Australia and New Zealand will share their innovative ideas and insights into cutting-edge strategies in the field. This event emphasizes the strong creative output from these regions, reflecting on their ability to produce exceptional work despite their smaller market size. The focus on collaboration highlights the importance of collective brainstorming in driving creativity and strategic thinking.
Understanding the Entertainer's Brand Challenges
The Entertainer, a UK-based toy store chain, faces significant challenges with brand awareness, particularly among younger parents unfamiliar with its offerings. Historically reliant on foot traffic, the brand now seeks to cultivate an emotional connection through strategic brand advertising for the first time. New management, experienced in emotional brand building from their time at John Lewis, is pivotal in redefining The Entertainer's marketing strategies. The goal is to ensure that consumers think of The Entertainer when considering toy purchases, building a strong association in their minds.
Creative Campaign Development and Execution
The creative team collaborates to distill insights about children's fleeting toy obsessions into a relatable campaign message: 'For Whatever They're Obsessed With.' This emanates from a thorough understanding of childhood behavior, with the campaign designed to resonate with both children and parents. The character Ray, a scruffy toy voiced by Baxter Dury, embodies the humorous yet poignant side of children's transient interests. The campaign also creatively connects the experience of adoption through purchasing the toy, reinforcing emotional ties and encouraging responsible consumer behaviors.
With the observation that kids go really charmingly deep into their obsessions...and then drop them overnight, this toy store's first mass brand campaign needed to cut through with a distinct voice as awareness and consideration numbers were falling. I'm joined by Catherine Willoughby of Adam&EveDDB, London for the back story and a brilliant example of fast-track planning.
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