Fleishman-Hillard Looks to Youth for Clues to Future
The agency's new "Next Great Thing" communications practice studies youth culture to project its impact on all communications.
The agency's new "Next Great Thing" communications practice studies youth culture to project its impact on all communications.
Omnicom’s Fleishman-Hillard has launched a cross-channel communications practice that combines elements of lifestyle marketing and buzz marketing, with an emphasis on youth culture.
Fleishman-Hillard NGT — for “Next Great Thing” — will bring together Fleishman’s media relations, channel marketing, peer-to-peer, and non-traditional communications across online, offline, and wireless distribution channels. The unit will be responsible for developing strategies to address current and future shifts in culture, communications and demographics, according to Alan Rambam, senior VP and senior partner at Fleishman.
“Through NGT we are studying how youth are communicating worldwide and then applying our findings to help us project how all communications will change in the future, especially as youth become the largest population segment in 2010,” Rambam told ClickZ News.
Fleishman expects to launch a series of NGT-related products and services, including a new video news release product for online TV; a branded entertainment solution; and a wireless/mobile communications and marketing group.
The NGT practice will be based in New York and led by Rambam, who has headed the firm’s Youth Marketing practice since 2003. This effort grew out of that youth practice, as an extension that will serve all audiences.
Rambam describes NGT as “part think tank and part immersive marketing resource.” NGT will focus on youth culture, immersive and interactive marketing, and uncontrolled communications, involving experts from North America, Europe, Asia, Latin America, Australia, and South Africa.
“Today’s youth are part of a new global generation that are changing the way we look at traditional communications and marketing models,” Rambam said. “To a great degree, young people’s media habits are driving — and will continue to drive — the way everyone obtains and experiences information.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article