Why brands should leverage the skills of bright young minds to spark inject inspiration into their product, service or campaign. A ‘how-to’ guide for brands who want to shake up the research, insight and innovation process, which can ultimately lead to greater cut through with young consumers.
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If you want something different, do something different
1. If you want something different,
then do something different
Why brands should leverage the skills of
bright young minds to spark divergent thinking
Tatenda Musesengwa
Client Services Director
tatenda@youthsight.com
020 7288 8789
Josephine Hansom
Head of Brand Research
josephine.hansom@youthsight.com
020 7288 8789
13. ONCE YOU GIVE A CREATIVE AGENCY A
BRIEF THAT DIDN’T COME FROM AN
AUTHENTIC PLACE, YOU’RE SCREWED
BEFORE YOU’VE STARTED
Matt Elek, VICE, Commercial Lead for EMEA
17. CONNECTED
12% of youth population
MARKET MAVEN
10% of youth population
CURIOUS MIND
19% of youth population
CREATIVE
8% of youth population
SOCIAL
CHALLENGER
8% of youth population
18. authentic | validate
creative | inspire
irreverent | hack
an extreme playground
hackathon sessions, either online or
offline, to stress test ideas (often with
clients)
put a brief to an online community of Bright
Young Minds
gather new thinking and iterate new ideas
a mega concept test with Bright Young
Minds
evaluate the benefits of ideas and the
relevance of benefits
19. Building on years of successful
campaigns, TV Licensing
recognised that a deeper
understanding of the audience was
integral to ensuring this year’s
students campaign had maximum
impact and felt truly relevant to
students.
25. If you want something different,
then do something different
Why brands should leverage the skills of
bright young minds to spark divergent thinking
Tatenda Musesengwa
Client Services Director
tatenda@youthsight.com
020 7288 8789
Josephine Hansom
Head of Brand Research
josephine.hansom@youthsight.com
020 7288 8789