Q&A The big issues
A number of speakers who will be sharing their insight at this year’s Children’s Conference answer questions about the industry past, present and future.
By Caroline Carpenter Q
Which children’s entertainment campaign do you
think knocked it out of the park this year?
Kath Ludow and Dotti Irving m.d. of Four Engage and Four Colman Getty respectively
We always look to, and lecture to marketing students on, the enduring rebirth of Lego. To be able to inspire such brand love and loyalt that you can atract children to paid exhibitions of inanimate Lego builds is no mean feat.
Pictured are Hilary Murray Hill above, Catherine Johnson above right, and Barry Cunningham facing page, top right
Lucy Powrie book blogger and vlogger I’ve loved following Stripes’ campaign for A Change is Gonna Come. From the pre-order campaign to its championing of new talent, it’s lovely to see a smaller publisher shine. The entire marketing and publicit team did a great job of working offline and online, and I think adapting for both audiences is crucial in today’s publishing climate.
Barry Cunningham publisher and managing director of kids’ publisher Chicken House
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Chicken House’s own Beetle Queen. It shows how a campaign focusing on an unusual theme—in this case, the wonderful world of entomology—can work on a multitude of platforms, from “Blue Peter” to “Spring- watch Unsprung”.
Hilary Murray Hill chief executive officer of Hachette Children’s Books
I think Good Night Stories for Rebel Girls was the right book at the right time in the right package, and appeals to both parents and children. Peter Bunzl’s Cogheart also caught my eye. It had a lot of love at grassroots level and showed what was achievable with a commited and energetic author. Both titles were great pieces of design.
Q
What is your favourite heritage children’s brand, and why?
Ludow and Irving Paddington Bear, the world’s favourite bear! The fact that this [enduring] tale is referenced in so many arti- cles across the globe about welcoming refu-
8th September 2017
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