NASHVILLE, TN / ACCESSWIRE / March 9, 2023 / The first-ever, full-service Gen Z innovation and marketing agency Youth Logic, has been reacquired by its founder, Connor Blakley. The company aims to reframe the way brands, new and old, engage with youth culture, and it has experienced success doing so. Since its original founding in 2015, Youth Logic's clients have included PepsiCo, Kraft-Heinz, T-Mobile, Viacom, Discord, McCormick, The NHL, and more.
Youth Logic was reacquired from The Campus Agency, which purchased the company in 2018. Chris Nyland, COO at The Campus Agency, a top college marketing firm, said that "Youth Logic's unique services model is what the industry needs. We are looking forward to building on the great work we have done in the past."
"We're all aware of the important role content plays in the modern marketing landscape," said Blakley, "but genuinely connecting with the youth is difficult if you're not privy to the most current cultural trends and consumer behavior. This is why so many campaigns get placed in the ‘dad joke' bucket by Gen Z."
The Youth Logic team heavily emphasizes content production capabilities, leveraging deep personal relationships with well-known Gen Z talent and UGC (user-generated content) creators. As a full-service agency catering to the preferences of young modern consumers, Youth Logic offers a full-service suite of multidisciplinary creative execution capabilities that includes:
- Actionable insights: Youth Logic revolutionizes research by conducting custom, qualitative assessments and data collection with tailored reports to help companies figure out what Gen Z means for their business.
- Gen Z consulting: Youth Logic incorporates the creator economy to work directly with brands on cultural audits, strategic collaboration, consumer feedback, creative exploration, and brand invigoration.
- Curated Culture Camp provides customized and direct feedback from Gen Z experts
- Youth Culture Playbook offers a proprietary methodology that gives each brand they work with insights into the current and future trends specific to their industry and goals.
- Gen Z innovation: Youth Logic works cross-functionally with companies to revitalize dying brands and breathe life into new ones.
- Execution: Multidisciplinary, full-service execution capabilities range from campaign management to design, branding, and more. Content and execution are tailored to bring Youth Logic's strategies to life.
One feature that truly sets Youth Logic apart is that for the last nine years they've fostered relationships with creators of all sizes, from the largest names to micro influencers and smaller UGC accounts. These relationships allow them to work directly with creatives. In turn, the days of a talent agency partner charging tens or hundreds of thousands of dollars to work with talent are over.
The company isn't carelessly checking the Gen Z box, and they aren't working with companies that have that goal either. Their entire model and execution strategy is founded on measuring culture and leveraging it with timely, culture-centric creativity.
A mission to authentically reach and represent young, modern consumers
Youth Logic's mission is simple, targeted at solving one core problem: brands don't know how to authentically position themselves for today's young consumers. Y.L. offers an antidote for companies across industries who are about to get disrupted by competing startups run by Gen Z professionals who understand the digital landscape and culture better.
"Youth culture moves at such a rapid speed that in today's landscape, if you're not positioning for the future, or actively working to create culture, you're already behind," said Blakley. "You need to be playing offense, and to get ahead in this environment, an understanding of modern cultural nuance is a must."
A creative bridge between corporate and culture
Though young consumers are easily reachable via social media, they are hard to genuinely engage. This results in companies burning through marketing budgets on campaigns that may have high visibility and impressions but minimal bottom-line or cultural impact. The cause? Flawed research and strategy.
One of the reasons Youth Logic was started was because of the flawed approach taken toward generational research. One of the most commonly held stereotypes about Gen Z is that their attention span is short, roughly 6-8 seconds. There might be some data that supports that number, but there's no context, which leads to misinterpretation.
Rather than being easily distracted or unfocused, Gen Z doesn't spend their time and valuable attention on nonsense. This lack of context is rampant throughout much of today's beliefs surrounding Gen Z, which is why Y.L. reads between the lines to ensure collaborators know what research really means.
The Youth Logic team has spent the last nine years decoding and demystifying what makes Gen Z tick. "Most people don't realize that Gen Z controls north of $360 billion in spending power. If brands continue to rely on antiquated research and strategies, they'll leave a lot on the table," Blakley said.
Leveraging a network of over 10,000 members of Gen Z for real-time cultural understanding
A core feature of Youth Logic's positioning lies in its ties with Gen Z influencers of all sizes, from university students to the most prominent names in youth culture. Youth Logic's work spans many industries. That depth has garnered an intimate discord community of over 10,000 influencers across various subsets throughout youth culture. As a result, Y.L. claims a truly calibrated foothold on Gen Z culture.
Positioning brands within the creator economy, for the present day and beyond
A key aspect of Gen Z consumers is their dislike for one-size-fits-all approaches, an insight that guides much of Youth Logic's strategy for impactful marketing and innovation. Whether companies need direct feedback from the Gen Z creators themselves, available in Y.L.'s "Curated Culture Camp," or assistance with guiding the vision for a rebrand that reinvigorates a dated product line, or figuring out a new one, the Y.L. team begins with the end in mind. They frame their work within the context of the creator economy.
"Youth Logic is always authentic and on point with content, creative, and vision," said actor and producer Jace Norman. "Too often, it's difficult to meaningfully collaborate with agencies and brands because they don't get it. Youth Logic gets it."
Forging an avenue for young leaders
It's no secret that Gen Z's preferences will have a lasting impact on how work life and culture progress. Companies must utilize a cross-organizational approach to reposition and adapt for a future that is being forced upon them, a significant factor is Gen Z's deeply entrepreneurial spirit and preference for location freedom.
"Some leaders hear about Gen Z's propensity for entrepreneurship and freedom and wince, but it actually makes them much more capable as employees. They're hungrier, more agile, and more efficient than their older counterparts," said Blakely.
Youth Logic is committed to supporting employee-employer relationships that are built on shared common goals. They recognize that companies that fail to pivot in hiring and employment will be left in the dust by a generation that by 2030 will comprise over 30% of the overall U.S. workforce.
To stay on top of the latest from the world of Gen Z, check out the Youth Logic Youtube channel where the Youth Logic team breaks down current culture and trending topics. The Y.L. podcast will be dropping soon, where Blakely will sit down with the highest level Gen Z shakers and cultural tastemakers to share a candid look into the thoughts and approaches employed by the biggest names in the space.
About Youth Logic
Youth Logic is a full-service Gen Z marketing and innovation agency that operates at the intersection of the creator economy and culture. The agency's core focus is assisting the world's leading brands in developing and executing against strategies that drive genuine consumer engagement and enduring advocacy amongst Gen Z through social media, influencer and experiential marketing, research, and data insights. The most prolific brands in the world utilize Youth Logic's services, including PepsiCo, T-Mobile, Raising Cane's, and Levi's.
CONTACT:
Debby Fireman
610-547-2229
[email protected]
SOURCE: Youth Logic