Youth advertising has never been more difficult than it is these days. I’ve been in marketing for three decades and it’s absolutely amazing to me how much as changed. I came in during the 1980s when it seemed the changes really started to make themselves apparent, and it’s been nothing but more challenging ever since. I frankly don’t understand how we figure out how to sell anything these days. The gulf between the generations is so enormous that only the most cutting edge people really seem to get it. I’m lost when it comes to dealing with Generation Z, for example.
I think it’s the technology that is the problem. People my age just don’t understand the things these kids are doing these days because we don’t understand the technology they’re using. They don’t even use desktop computers. Everything for them is mobile and lightening fast. We needed to come up with a campaign targeting this generation and none of us had the foggiest idea how to go about it. That’s when I came up with the idea of farming the work out to a company devoted to this generation. Surely they would know how to go about doing it.
I knew just the company because I’d worked indirectly with them before on another project and they delivered in a big way. Their secret is they actually use members of the Z generation to help with their marketing and advertising projects. So what you’re getting is a company that has a direct link into these kids’ minds. We contacted them, made a deal, and gave them what they needed to work and they blew us away with the options they presented to us. Just absolutely cutting edge stuff that is sure to work wonders and move product. This company is going to make it big when that generation starts getting some real money to spend.