Euro-youth: Myth or Reality

Martin Pasco

Youth `tribes' still exist, but they have become harder to identify and define. Young people relish the power of being different and inaccessible.

Euroyouth: Myth or Reality?

Martin Pasco

INTRODUCTION

In marketing circles, finding unifying global patterns and themes that can bind marketing strategies and underpin ad campaigns has become the ultimate challenge. The requirement is driven by increasing pressure on marketing budgets and an understandable push for economies of scale.

But how far should brands approach European youth (1425) as a whole? How homogenous is Euroyouth? How far can a panEuropean strategy work?

These are issues that we at RDSi are often asked to consider, and there is no easy answer. We have identified five key areas for consideration by brand owners...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands