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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…




                                             …a credible strategic and creative
                                             youth ideas and solutions provider
FROM                        TO



 INFORMATIONAL   RESOURCE    IDEAS & INSIGHTS ADVOCATE
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
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
Repositioning a Service Brand: Uth
YOUTH                                     POSSIBILITIES

Attitudes & Behaviors                           Human Aspirations




                        OPPORTUNITIES FOR NEW
                          BRAND EXPERIENCES
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
Future




                  y




                                As
             nit




                                  pi
            rtu




                                  ra
        po
                   PERIOD OF




                                     tio
       Op




                                       n
                  POSSIBILITIES

Hope                                       Youth
                       Belief
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


                 We revere the simplicity of youth


                 We value the wisdom of youth


                 We believe in the spirit of youthfulness
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
MACRO ISSUES & PLATFORMS
               Business, Economic, Cultural, Political




           BRAND STRATEGY & CREATIVE DEVELOPMENT




NEW BUSINESS                                             LEARNINGS

                           IDEAS
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
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
We can Go from Products…




   Toddler      Child      Tween   Teen    Young Adult

     <3         4-8         9-12   13-19       20s
…to Youthful Lifestyles




Y   O   U        T             H
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
We get it.

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Repositioning a Service Brand: Uth

  • 1. KID CONNECTION REPOSITIONING STRATEGY OCTOBER 2005 SAATCHI & SAATCHI
  • 2. “Youth has no age” -Pablo Picasso
  • 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. FROM TO INFORMATIONAL RESOURCE IDEAS & INSIGHTS ADVOCATE
  • 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. 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
  • 8. YOUTH POSSIBILITIES Attitudes & Behaviors Human Aspirations OPPORTUNITIES FOR NEW BRAND EXPERIENCES
  • 9. 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
  • 10. Future y As nit pi rtu ra po PERIOD OF tio Op n POSSIBILITIES Hope Youth Belief
  • 11. We get it. We get it.
  • 12. 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
  • 13. 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
  • 14. MACRO ISSUES & PLATFORMS Business, Economic, Cultural, Political BRAND STRATEGY & CREATIVE DEVELOPMENT NEW BUSINESS LEARNINGS IDEAS
  • 15. 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
  • 16. 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
  • 17. We can Go from Products… Toddler Child Tween Teen Young Adult <3 4-8 9-12 13-19 20s
  • 19. 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