First Conference on Child-Oriented Marketing

Under the auspices of the Ministry of Family, Veterans and Intergenerational Solidarity, the Croatian Association of Advertising Agencies, and the Croatian Association of Business Women Krug, Filaks is organizing the first conference that discusses the secret relationship between children and marketing.

The Playbrand Conference, with the main theme ‘Children – Little Big Consumers’, will be held on November 19 in Zagreb. Filaks has gathered numerous experts such as Kamil Antolović, Suzana Kulaš, Damir Ciglar, Tatjana Rajković, Mirela Španjol Marković, Vitomira Lončar, Zvonimir Pavlek, Dubravka Miljković, and Davor Tolić who will analyze the current situation in Croatia, describe the dialogue between children and brands, and consider the advertising industry’s relationship with children. There will be discussions on the protection of children’s rights in the media, children’s needs, the responsibility of cultural institutions in child-oriented marketing, and creating excitement in communication with children, along with many other interesting topics. 

"The advertising industry’s relationship with children is an important segment of our work, both on a general level and in response to citizens’ complaints. Children as consumers are not adequately protected by regulations from the influence of advertisements. The Consumer Protection Act addresses the economic interests of consumers but not their psychological, social, developmental, and moral well-being… For all these reasons, we express our satisfaction with your intention to organize a conference on this topic and hope that it will contribute to a better understanding, as well as the protection of children from inappropriate and potentially harmful content,” states the confirmation of participation in the conference from the Office of the Children’s Ombudsman.

Companies recognize the power of children and their role in family purchases, so it is expected that companies will increasingly direct their communication towards them in the future. The lifestyle of children is changing year by year, as they grow up much faster, are more connected, direct, and fully informed about the world around them. In the U.S., they are referred to as KGOY (Kids Grow Up Young). Parents are increasing their allowances, giving them more attention, thus their influence on purchasing decisions is growing. Data shows that one in two American children tends to express an opinion on brand selection in every situation, and even at an early age, one in three children prefers a specific car brand. Such knowledge and brand loyalty play an important role in purchasing behavior in adulthood, so companies aim to establish a connection with children at the earliest age.  For this reason, the Playbrand conference will also answer the question of how companies can establish more successful communication with children.

On the occasion of the conference, Elvira Mlivić Budeš, organizer and director of Filaks, stated: „Research on the relationship of the younger population with brands, conducted on a global level, has shown fascinating results indicating changes in their awareness. In recent years, their habits, behaviors, reactions, and attitudes towards the environment, as well as their understanding of the world, have changed. These circumstances require adjustments of brands aimed at this population and careful selection of brand strategy. Children and teenagers today have a significant influence on family purchases, making them one of the fastest-growing market segments in the world. Marketing experts have singled out tweens, a particularly interesting segment of children aged 8 to 14. Marketing theory and practice have established that consumption among children is growing at a rate of 20%, which is faster than any other demographic group.“ 
Detailed information about the conference can be found on the Filaks website