New Millennial Marketing Agency HOW&Y Launches Catering Solely To The Ys

New Millennial Marketing Agency HOW&Y Launches Catering Solely To The Ys
SHARE
THIS



Regular B&T columnists and marketing to Gen Y specialists, Dr Brian Mitchell PhD and Evan Mitchell, have launched HOW&Y, a marketing agency that offers improved creative solutions to companies providing products and services relevant to Gen Y consumers.

The two Mitchells are already directors of the wine marketing firm Love & Wine and say the new agency offers the competitive difference in their ‘Aspirational Values’ marketing model – tailored specifically to the psychological and cultural characteristics of the Gen Y demographic.

“Too many marketers treat the Gen Y consumer segment as ‘business as usual’,” Brian Mitchell told B&T. “This entirely misses the zeitgeist of the generation. Marketing to Gen Y demands a strategy that gets the Gen Y psyche. They may appear to be driven by needs, but underneath are a range of all-important aspirational values. Gen Y lifestyle choices are driven by these aspirational values. Target the values and you target Gen Y. Ignore them and you won’t engage this demographic in any meaningful or sustaining way.”

Mitchell said that one aspect of Gen Y that all commentators agree on is their deep-seated need for authenticity in their lifestyle brands. “This is the ultimate marketing test for suppliers, and the consequences of failure can be permanent,” he said.

“HOW&Y has engaged a representative Gen Y Panel of eight to act as an authenticity sounding board on creative concepts. This provides a generational litmus test that’s more reliable and accurate than traditional focus groups – another competitive advantage for How&Y.”

For Mitchell, the Millennials represent a genuine paradigm shift for marketers and he says it’s something many in the marketing industry are reluctant to recognise. Till they do, a great deal of investment and market share opportunity will be wasted on messages that will inevitably fail. He said: “HOW&Y offers a strategy for engaging these consumers, bringing them to a brand, and holding them.

“The key to Gen Y consumers is to differentiate the product or service with a message that matters. The HOW&Y theme – inspiring, engaging, advancing, sustaining says it all,” Mitchell concluded.

Please login with linkedin to comment

Advertising Standards Bureau HOW&Y Love&WIne Sesame Street us presidential election

Latest News

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors
  • Technology

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors

Beauty YouTuber James Charles has had his YouTube account demonetised after allegations surfaced that he sexted minors. Charles has more than 25.5 million subscribers on YouTube, where he gained popularity for his makeup videos. He is worth an estimated US$22 million. Since February, a number of boys under the age of 18 have accused Charles […]

by B&T Magazine

B&T Magazine
Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]

Opinion

by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]

Dear Internet – One Year On From COVID
  • Opinion

Dear Internet – One Year On From COVID

This columnist has thanked the internet for keeping us connected. The NBN fails to get a mention, unsurprisingly.

Opinion

by B&T Magazine

B&T Magazine
Flight Centre Unveils New Captains In First-ever Global Brand Campaign
  • Campaigns

Flight Centre Unveils New Captains In First-ever Global Brand Campaign

Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]

Facebook To Release Clubhouse Competitor
  • Technology

Facebook To Release Clubhouse Competitor

Facebook set to release a Clubhouse competitor. That's an audio-based social media app & nothing at all to do with golf.

by B&T Magazine

B&T Magazine