KID CONNECTION
REPOSITIONING STRATEGY

      OCTOBER 2005




      SAATCHI & SAATCHI
“Youth has no age”




                     -Pablo Picasso
PURPOSE

To reposition Kid Connection from a child-
specific communications unit within
Saatchi & Saatchi to…




        ...
FROM                        TO



 INFORMATIONAL   RESOURCE    IDEAS & INSIGHTS ADVOCATE
Beginning of Consumerism*




Toddler   Child         Tween         Teen    Young Adult

 <3       4-8            9-12    ...
It’s how you think…

                                        It’s how you live…

DEMOGRAPHIC-SPECIFIC                    I...
YOUTH                                     POSSIBILITIES

Attitudes & Behaviors                           Human Aspirations...
Youthful Thinking Leads to…          Aspirational Attitudes and Behaviors


            I CAN
                            ...
Future




                  y




                                As
             nit




                               ...
We get it.   We get it.
Why we get it…



                 We don’t aspire to be youthful, we are


                 We respect the power of youth...
How we get it…




                 BE ALERT         ACCESS INFO   CHART NEW PATHS




                                 RE...
MACRO ISSUES & PLATFORMS
               Business, Economic, Cultural, Political




           BRAND STRATEGY & CREATIVE D...
Initiatives



              Put original thinking on the table


              Challenge the status quo of Youth


      ...
Working Capital



 Intellectual Property counsel    10,000

 Identity & Kits                 60,000

 Youth Ethnography v...
We can Go from Products…




   Toddler      Child      Tween   Teen    Young Adult

     <3         4-8         9-12   13...
…to Youthful Lifestyles




Y   O   U        T             H
Categories of Proficiency


                            Apparel & Fashion

                            Advocacy & Social R...
We get it.
Repositioning a Service Brand: Uth
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Uth: Evolving Youth Marketing

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Repositioning a Service Brand: Uth

  1. 1. KID CONNECTION REPOSITIONING STRATEGY OCTOBER 2005 SAATCHI & SAATCHI
  2. 2. “Youth has no age” -Pablo Picasso
  3. 3. PURPOSE To reposition Kid Connection from a child- specific communications unit within Saatchi & Saatchi to… …a credible strategic and creative youth ideas and solutions provider
  4. 4. FROM TO INFORMATIONAL RESOURCE IDEAS & INSIGHTS ADVOCATE
  5. 5. Beginning of Consumerism* Toddler Child Tween Teen Young Adult <3 4-8 9-12 13-19 20s KIDS MILLENNIALS GEN Y, Z ECHO BOOMERS YOUTH + FUL www.consumerismcommentary.com
  6. 6. It’s how you think… It’s how you live… DEMOGRAPHIC-SPECIFIC It’s who you are… It’s what you do… It’s why you can… Aspirational attributes of Youth
  7. 7. YOUTH POSSIBILITIES Attitudes & Behaviors Human Aspirations OPPORTUNITIES FOR NEW BRAND EXPERIENCES
  8. 8. Youthful Thinking Leads to… Aspirational Attitudes and Behaviors I CAN IMPACT (Self Conviction) I WILL (Self Reliance) CURIOUS DESIRE I AM (Self Belief) ACTUALIZATION PERIOD OF POSSIBILITIES
  9. 9. Future y As nit pi rtu ra po PERIOD OF tio Op n POSSIBILITIES Hope Youth Belief
  10. 10. We get it. We get it.
  11. 11. Why we get it… We don’t aspire to be youthful, we are We respect the power of youth We revere the simplicity of youth We value the wisdom of youth We believe in the spirit of youthfulness
  12. 12. How we get it… BE ALERT ACCESS INFO CHART NEW PATHS REAL PEOPLE ENGAGED IN REAL LIFE GATHERING REAL INSIGHTS LEADING THE WAY TO IDEA PLATFORMS
  13. 13. MACRO ISSUES & PLATFORMS Business, Economic, Cultural, Political BRAND STRATEGY & CREATIVE DEVELOPMENT NEW BUSINESS LEARNINGS IDEAS
  14. 14. Initiatives Put original thinking on the table Challenge the status quo of Youth Regain our leadership positioning Get our clients to pay for our talents Use insights to entertain and compel Win Youth-specific new business
  15. 15. Working Capital Intellectual Property counsel 10,000 Identity & Kits 60,000 Youth Ethnography video 60,000 Youth Manifesto 35,000 Website 90,000 Roadshow/Travel 100,000 Information & Research 80,000 Talent 100,000 = 535,000
  16. 16. We can Go from Products… Toddler Child Tween Teen Young Adult <3 4-8 9-12 13-19 20s
  17. 17. …to Youthful Lifestyles Y O U T H
  18. 18. Categories of Proficiency Apparel & Fashion Advocacy & Social Responsibility Beverage Telephony service (Internet,wireless, telco, CATV) Entertainment (music, film, gaming, consumer electronics, publishing) Confectionery Technology Sports & Athletics Pro Bono
  19. 19. We get it.
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