First Age Media Company To Target Children

Dean Weller, ex-strategic planning director at The Media Business, has teamed up with The Media Shop to create a new start-up company dedicated to handling children’s advertising. The First Age Media Company opened yesterday and is currently finalising projects with a number of clients.

Weller says that his interest has always been in kids’ advertising which he believes generally doesn’t receive enough attention. He is hoping to tap in to the well of kid-related spending which he says is worth around £50 million.

Weller is conscious that children exist in separate sub-groups and that 11+ kids cannot be sold toys in the same manner as younger children as they have grown up too much. First Age will attempt to provide a new means of communication with children and families which will necessarily take in to account the changing structure of families. Weller cites the growth in one-parent families as an example of this and argues that the ‘spin of marketing’ must cater for these changes.

As a self-confessed ‘internet nut’ Weller is also keen to develop First Age’s skills in the new and digital media. He has astutely recognised that children, particularly young teenagers, will almost certainly be the first group to discover and investigate the emerging world of digital television, as well as embracing the internet.

First Age Media Company is the first UK company to specialise in children’s media and “fills a much needed niche in the UK market,” according to Media Shop chairman Bob Sims.

The company will make announcements on the details of clients and projects in the near future as they are finalised.

The First Age Media Company: 0171 766 5000