KID CONNECTION
REPOSITIONING STRATEGY
SAATCHI & SAATCHI
OCTOBER 2005
“Youth has no age”
-Pablo Picasso
To reposition Kid Connection from a child-specific communications unit within
Saatchi & Saatchi to…
…a credible strategic and creativeyouth ideas and solutions provider
PURPOSE
INFORMATIONAL RESOURCE
TOFROM
IDEAS & INSIGHTS ADVOCATE
Toddler Child Tween Teen Young Adult
KIDS
4-8 9-12 13-19 20s
MILLENNIALS
GEN Y, Z
YOUTH
<3
Beginning of Consumerism*
ECHO BOOMERS
FUL+
www.consumerismcommentary.com
It’s how you think…
It’s how you live…
It’s who you are…
It’s what you do…
It’s why you can…
DEMOGRAPHIC-SPECIFIC
Aspirational attributes of Youth
YOUTH POSSIBILITIES
Attitudes & Behaviors
OPPORTUNITIES FOR NEWBRAND EXPERIENCES
Human Aspirations
Aspirational Attitudes and Behaviors
I CANI CAN
I WILLI WILL
I AMI AM
PERIOD OF POSSIBILITIES
(Self Conviction)(Self Conviction)
(Self Reliance)(Self Reliance)
(Self Belief)(Self Belief)
IMPACT
CURIOUS DESIRE
ACTUALIZATION
Youthful Thinking Leads to…
Future
YouthHope
PERIOD OFPOSSIBILITIES
Opp
ortu
nity A
spiration
Belief
We get it. 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
Why we get it…
How we get it…
REAL PEOPLE
ENGAGED IN REAL LIFE
GATHERING REAL INSIGHTS
LEADING THE WAY
TO IDEA PLATFORMS
BE ALERT ACCESS INFO CHART NEW PATHS
MACRO ISSUES & PLATFORMS
BRAND STRATEGY & CREATIVE DEVELOPMENT
NEW BUSINESS LEARNINGS
IDEAS
Business, Economic, Cultural, Political
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
Intellectual Property counsel
Identity & Kits
Youth Ethnography video
Youth Manifesto
Website
Roadshow/Travel
Information & Research
Talent
=
10,000
60,000
60,000
35,000
90,000
100,000
80,000
100,000
535,000
Working Capital
We can Go from Products…
Toddler Child Tween Teen Young Adult
4-8 9-12 13-19 20s<3
…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.
Top Related