This is the first instalment of strategy’s two-part look at the people who will be leading Canada’s media agencies in the future.
Getting into the heads of target consumers to understand how they live, their behaviour, what they feel about brands, and how they use media is what has brought these young media people to the attention of their respective agencies. To paraphrase one Young Star, the idea is not to focus on the numbers but on who you’re trying to reach.
Of course they discussed SMS, texting and Bluetooth, but they also talked about loving the challenge of developing new ways to use traditional media – and their appreciation of how simple ideas can be innovative.
