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...