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
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