Advisory services for children's and family brands
Erica Loi is a boutique brand partnerships advisor specialising in children's and family brands, based in the UK. Four engagement models, from a single strategy sprint to ongoing retained advisory.
Last updated: 5 August 2026
Which engagement model suits which brand?
Erica Loi offers four engagement models: a Partnership Strategy Sprint for brands that need direction, Media Partnerships Advisory for brands with a budget and a season to plan, Industry Connections for brands that need access rather than strategy, and Retained Advisory for brands building presence over multiple seasons. The table below sets out what each includes and who it suits.
| Engagement | Format | What it includes | Who it suits |
|---|---|---|---|
| Partnership Strategy Sprint | One-off, 2–4 weeks | Audit of current presence, audience and platform mapping, shortlist of 10–15 named publishers, creators and events, written partnership plan | Brands entering the UK or EU market, or planning a collection launch, that need direction before spending |
| Media Partnerships Advisory | Project, per season | Publisher and platform shortlist with quoted costs, warm introductions, guidance on approach and timing, commercial terms sense-check | Brands with a defined budget that need the right placements and the right contacts for one selling season |
| Industry Connections | Introduction-led, ad hoc | Targeted introductions to publishers, editors, creators, PR agencies, stylists and creative specialists, with briefing notes on each | Brands with an in-house team that already know what they want and need access, not strategy |
| Retained Advisory | Ongoing, monthly | All of the above on a continuing basis, plus calendar planning against trade shows and buying cycles, and an ongoing sounding board for inbound opportunities | Brands building a sustained presence in the children's and family market across multiple seasons |
What is not included in the advisory?
Erica Loi is not a creative agency, campaign producer or full-service execution partner. The advisory does not include creative production, media buying on the brand's behalf, or guaranteed editorial coverage. Brands keep execution in-house or with a production partner, and the advisory sets direction and opens the relationships.
How are fees structured?
Fees are agreed per engagement: a fixed project fee for a Partnership Strategy Sprint or a season of Media Partnerships Advisory, and a monthly fee for Retained Advisory. Scope and fee are confirmed in writing before work begins, and there is no commission taken from any publisher or platform a brand is introduced to.
Independence matters in this market. Because no fee comes from the media side, a recommendation reflects what suits the brand rather than what pays the advisor.
How does an engagement begin?
Email erica@ericaloi.com with the brand, the market it is targeting and the season it is planning for. An initial call establishes fit and scope, followed by a written proposal covering deliverables, timings and fee.