Maja Pawinska Sims 08 Jul 2019 // 1:45PM GMT
LONDON — FleishmanHillard Fishburn has launched a Youth & Culture offering within its UK brand marketing division, to help brands connect to the next generation of consumers.
The specialist team will support FHF clients such as Samsung, GoPro, Western Union and Crocs who are looking to engage Generation Z consumers, and has already won its first new client, a government-funded youth programme.
The team is headed by Lauren Winter, partner and head of brand and consumer marketing for EMEA, and led by associate Claire Barry, who said: “The way younger audiences live and how we communicate with them, is a complex road to navigate. Our Y&C offering shines a light on their niche behaviours, what unites and divides them, and how their online lives fuels their real lives and micro-cultures.”
As part of the new offering, FHF is launching several company- wide initiatives including Project-Z, a qualitative global research report that examines youth behaviour. The research includes responses from 3,000 under-24s in the UK, U.S and EU themes such as ownership, consumption and modern values, and was conducted by FleishmanHillard’s True Global Intelligence research arm.
The research builds on its Gen Z Residency, where the agency places young interns on client programmes to ensure its creative ideas will engage young audiences.
Other youth initiatives from the agency include Clique, a remote digital group initiative in partnership with youth marketing specialist agencies including Livity, where selected young people will inform campaign and brand insights through conversations that they lead.