Thought Starter 09.10.14

WHAT IS ITCreative Catalysts is the lifestyle and cultural focus of the Creative Network that taps into the enormous power and influence of the youth market.

Representing 200 billion dollars in spending power, the youth market is an alluring space that the Creative Network is uniquely suited to approach, connecting brands with Millenials across engaging platforms. This savvy group of consumers, from high school students to young professionals, are elusive for brands because of their diversity and distrust of overt advertising and marketing. They are not locked by age, but driven by a passion and desire for cool experiences, challenging the status quo, and expressing themselves as individuals. Social by orientation this group is highly connected, loves digital content, and craves unique experiences. They look to trusted brands and influencers for advice on everything from trends to travel destinations. They also demand openness from brands, and want to be part of the conversation, in short they crave authenticity. As a story-focused creative agency, we understand how to start and cultivate conversations, build experiences, and work with influencers, Edelman and the Creative Network can tap this market in ways few agencies can.

WHY IS THIS IMPORTANT (THE POWER OF YOUTH)

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Utilizing a SWAT team approach, Creative Catalysts will easily maximize resources of the network, applying a cultural/lifestyle leaning, allowing the Creative Network to easily go after smaller “scrappy” youth culture projects in an agile way. In addition, using a collaborative and “creative play” approach to projects in a nimble way, Creative Catalysts can be the conduit through which brands, influencers, talent and consumers come together to create interesting projects. This buzz will help the network gain traction as a creative shop- essentially adding a little “creative swag” to the network’s “steak”. By piloting Creative Catalysts as a nimble discipline, we can easily enter the youth market, demonstrating our ability to reach this audience to brands who want to play in this space.

HOW IT WILL WORK

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The energy of youth culture- challenging the status quo, being bold and daring, trying to create something new, is catchy and infectious. Even more so, it’s an invaluable part of any creative agency. Instead of taking a page from the youth culture, this strategy allows it to become an integral part of its own.

The projects demonstrate the power of creative collaboration, and can thereby inspire our clients and account teams to work with us in new and bolder ways and gives us the much needed swag and street cred we need to go up against agencies and reputable creative houses such as RGA, AKQA, and Droga 5.

By going after these smaller projects in a nimble way, we also create the body of work and success stories needed to win new business and grow existing relationships.

ADDED VALUE

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PHASES

Type of Work • Music Videos • Social and Digital Projects (Illustration, Animation, Video) • Experience Projects

Potential Clients • Record Labels • Merging Fashion Labels • Tech Start Ups and Small Business Owners

Type of Work • Top Shelf Services • Branding Strategy and Business Innovation • Platform Projects (Events, Experience, Content, Promotion)

Potential Clients • Successful Kickstarter Campaigns • Small brands looking to relaunch • 2nd or 3rd tier brands who are looking for ways to compete

Phase 1(Cred)

This phase is product and service focused- i.e. small cool projects we can easily complete in order to get our name out there. Not big ideas, branding strategies, platforms, or programs, we will focus on simple, well-executed creative work that earns us some street cred in the industry and trust from our clinets.

Phase 2 (Case Studies)

After we’ve gained some street cred and build our portfolio we can focus on business services, as well as building cool platforms and branding strategies for companies. During this phase we can start promoting the “top shelf ” services of the network that smaller creative boutiques wouldn’t be able to offer: planning, insight, paid, amplification, community management, influencer relationships

Phase 3 (Go After the Big Dogs)

At this point with street creed and case studies in hand, we can go after the brands paying top dollar to connect with this space and directly compete with the other agencies.

Type of Work • Relationship based work for clients

Potential Clients • New Business • Existing Clients

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Client Services New BusinessPRInsightsFinanceProductionCreativePlanning

WHO’S IN

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Cultural and lifestyle marketing approaches have proven track records, and are highly effective with this group who doesn’t think in terms of rigid demographic silos, like race, gender, and age. They relate based on shared values and interests. Tap into that shared value and you have potential for break out success. I have done so personally, whitnessed first hand how cultrual and lifestyle approaches can transform projects in this space.

THE PROOF + THE WILL

Beats By Dre

50 Cent / Vitamin Water

Kanye West / Adidas

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NEXT STEPS

Cool Projects – Reach out to the New York creative and business community to develop initial slate of interesting content and experience focused projects

Research Phase 2 Prospects- Successful Kickstarter campaigns, emerging interesting brand who are open to creative approaches

Talent and Influencers- Complile a list of talent and influencers

Develop Vendor List- Create a list of Creative Network vendors

Team Roster- Develop agile strategy for main and project teams

THANK YOU