Frequently asked questions about brand partnerships
Erica Loi is a boutique brand partnerships advisor specialising in children's and family brands, based in the UK. These are the questions brands ask most often before starting an engagement.
Last updated: 5 August 2026
What does a brand partnerships advisor actually do?
A brand partnerships advisor identifies which audiences, publishers, platforms and creators a brand should work with, and how those relationships should be structured. Erica Loi advises children's and family brands on where partnership budget goes, who to approach, and what a fair deal looks like. The work is advisory and relationship-led rather than campaign production.
In practice that means auditing where a brand currently appears, mapping the publishers and creators its customers actually read and follow, making warm introductions, and sense-checking the commercial terms before a brand commits budget.
How much should a children's brand budget for media partnerships?
There is no single correct figure, and any advisor quoting one without seeing the business is guessing. Erica Loi works from the brand's own revenue, margin and launch calendar, then sizes partnership spend against the specific publishers and creators shortlisted for that season. Budgets are set per opportunity, with the expected reach and terms of each placement made explicit before commitment.
Independent brands typically start with one or two anchor partnerships per season rather than spreading a small budget thinly across many placements. The rate cards of children's and parenting publishers vary widely, so a shortlist with real quoted costs is more useful than a percentage-of-revenue rule of thumb.
What is the difference between an influencer campaign and a brand partnership?
An influencer campaign is a paid transaction for a defined set of posts, usually measured on reach and short-term sales. A brand partnership is a longer commercial relationship with a publisher, platform, retailer or creator that can include content, events, product, distribution and data. Erica Loi advises brands on both, but the partnership route is what builds durable presence in the family market.
How do UK and EU kids' advertising rules affect partnership planning?
They shape who a brand can target, how, and with what content. In the UK the CAP and BCAP Codes restrict advertising directed at children, and the EU Digital Services Act prohibits advertising based on profiling of minors on online platforms. Erica Loi factors these constraints into a partnership shortlist before outreach, so a brand does not build a plan around placements it cannot legally run.
The practical effect is that partnerships in this market lean towards parent-facing media, editorial and retail environments rather than behaviourally targeted advertising aimed at children themselves. The UK and EU market briefing sets out the specific rules and dates.
When should a brand bring in an advisor versus an agency?
An agency is the right choice when a brand needs a campaign produced, bought and run at scale. An advisor is the right choice when the brand needs to decide what to do, who to work with and how to structure it, before any production spend. Erica Loi is an advisor, not a creative agency or campaign producer.
Many brands use both: the advisory work sets direction and opens doors, and the brand's own team or a production partner then executes.
Who does Erica Loi work with?
Erica Loi works with children's and family brands, primarily in fashion, lifestyle, toys and nursery, that are launching a collection, entering the UK or EU market, or rebuilding their partnership strategy. Clients have included Wigiwama, Lorna Murray, Marks & Spencer teams and NION PR. Engagements run from a single strategy session to ongoing retained advisory.
Does Erica Loi represent magazines or sell advertising space?
No. Erica Loi is an independent advisor working for the brand, not a sales representative for any publication. Previous roles at British Vogue and Lemon Magazine are professional background and industry relationships, not current employment or representation.
What experience does Erica Loi bring?
Over 15 years across luxury fashion, publishing and children's media, including Senior Fashion Manager Europe at British Vogue and Commercial Director at Lemon Magazine. That background covers both sides of a partnership conversation: how publishers price and value a deal, and what a brand needs from it.
Which markets does Erica Loi cover?
The United Kingdom and the European Union, with London as the base. Relationships span UK and European children's publishers, editors, creators, PR agencies and trade events including Pitti Immagine Bimbo and Playtime Paris.
How long does a typical engagement last?
A strategy engagement is usually completed within two to four weeks and delivers a written partnership plan. Retained advisory typically runs across a full selling season, aligning with the buying calendar so introductions land before budgets are committed.
Does Erica Loi guarantee coverage or placements?
No. Editorial coverage is decided by editors, and no honest advisor can guarantee it. What the advisory delivers is a shortlist grounded in real relationships, warm introductions to the right people, and clear guidance on how to make the approach worth their time.
How does a brand start working with Erica Loi?
Email erica@ericaloi.com with the brand, the market it is targeting and the season it is planning for. The first conversation establishes whether advisory is the right fit before any proposal or fee is discussed.