McCann-Erickson has launched a think tank and marketing communications service to reach the young adult market.
TAG* is headed by McCann New York executive VP-director of Account Management Lori Senecal and Craig Markus, senior VP-group creative director.
The services will be offered to existing clients including Interbrew and Microsoft, whose combined spending against the young target—18 to 24 year olds—tops $100 million, the company said.
TAG* is partnering with Blue Flame Marketing + Advertising, a lifestyle marketing company, for support in urban marketing. Blue Flame is a division of Bad Boy Entertainment.
“This is a group with an appetite for speed, change and unpredictability, but they also are genuinely receptive to relevant and original messaging,” Markus said in a statement. “How we speak to them is as important as what we say. This is an on-going, everyday exploration of their world and of how brands fit into it.”
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