CMF Coffee Chat with Maurice Wheeler

Maurice Wheeler is CEO of We Are Family, the world’s largest independent agency group specialising in children, teens and families.

With more than 25 years’ experience, Maurice has worked across entertainment, sport, media, FMCG and leisure, helping organisations create content, IP and strategies that truly connect with younger audiences. His recent work spans developing fandom frameworks for football clubs, advising global media companies on kids’ content strategy, and guiding creators and rights-holders on how to build brands that cut through in a fragmented market.

Maurice has collaborated with many of the biggest names in the sector, from Disney, BBC and Moonbug to LEGO, Microsoft and Universal Music. He is a regular speaker at industry events including The Children’s Media Conference, MIP and Cartoon Forum, and is known for combining strategic rigour with a deep understanding of what engages kids and families today.