If you want something different,
then do something different
Why brands should leverage the skills of
bright young minds t...
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
Mat...
Youth
co-creation
CONNECTED
12% of youth population
MARKET MAVEN
10% of youth population
CURIOUS MIND
19% of youth population
CREATIVE
8% of...
authentic | validate
creative | inspire
irreverent | hack
an extreme playground
hackathon sessions, either online or
offli...
Building on years of successful
campaigns, TV Licensing
recognised that a deeper
understanding of the audience was
integra...
2005 TVL Student campaign
2013
inspire + hack
+
DEVELOP NEW IDEAS AND
SEE IF THEY WILL...BREAK
hack + validate
+
RETROFITIDEAS 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 t...
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
If you want something different, do something different
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If you want something different, do something different

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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. 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
  2. 2. Need for speed faster + empowerment
  3. 3. #nomakeupselfie
  4. 4. creative irreverent authentic
  5. 5. 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
  6. 6. Youth co-creation
  7. 7. 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
  8. 8. 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
  9. 9. 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.
  10. 10. 2005 TVL Student campaign 2013
  11. 11. inspire + hack + DEVELOP NEW IDEAS AND SEE IF THEY WILL...BREAK
  12. 12. hack + validate + RETROFITIDEAS AND SEE IF THEY ARE….RELEVANT
  13. 13. inspire + validate + TEST NEW IDEAS AND SEE IF THEY WILL...FLY
  14. 14. 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
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