repositioning a service brand: uth

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.