If you want something different, do something different

If you want something different, then do something different

Why brands should leverage the skills of bright young minds to spark divergent thinking

Tatenda MusesengwaClient Services Directortatenda@youthsight.com020 7288 8789

Josephine HansomHead of Brand Research

josephine.hansom@youthsight.com020 7288 8789

Need for speed

faster + empowerment

#nomakeupselfie

creative

irreverent

authentic

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

Youthco-creation

CONNECTED12% of youth population

MARKET MAVEN10% of youth population

CURIOUS MIND19% of youth population

CREATIVE8% of youth population

SOCIAL CHALLENGER8% of youth population

authentic | validate

creative | inspire

irreverent | hackan 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

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.

2005TVL Student campaign 2013

inspire + hack

+

DEVELOP NEW IDEAS AND

SEE IF THEY WILL...BREAK

hack + validate

+

RETROFIT IDEAS AND SEE

IF THEY ARE….RELEVANT

inspire + validate

+

TEST NEW IDEAS AND SEE IF

THEY WILL...FLY

If you want something different, then do something different

Why brands should leverage the skills of bright young minds to spark divergent thinking

Tatenda MusesengwaClient Services Directortatenda@youthsight.com020 7288 8789

Josephine HansomHead of Brand Research

josephine.hansom@youthsight.com020 7288 8789