Mr. Youth has proven that a small agency can have big ideas — and create big results. With a full-time staff of just 14, the fledgling agency is making a big name for itself.
“Clients understand that size doesn’t matter,” says CEO Paul Tedeschi. “They see our passion.”
For its debut in the PROMO 100, Mr. Youth placed No. 27 overall, taking the No. 6 spot for campaign work. Net revenues for the agency rose 535% since 2002 (up 11.4% from 2003 to 2004). Chalk it up to new clients (including Microsoft, Dunkin’ Donuts, and MTV Networks) and existing customers (AOR for the Consumer Electronics Association).
The privately held agency set up shop three years ago outside Boston, then took offices in New York, which are now its headquarters. From the start, “youth” has been its specialty, with a focus on the 12- to 24-year-old demographic.
“We’ve really become experts in that,” says Matt Britton, executive VP-sales and marketing for Mr. Youth. “We want to be known as the agency that is doing wacky, crazy, new ideas.”
Earlier this year Doug Akin was hired as senior director of business development to work with new clients and assist with concept ideation. In July, the agency will staff up four additional full-time positions, Tedeschi says.
Last year, Mr. Youth built buzz for the N Network around its hit show DeGrassi: The Next Generation with a micro site for 12- to 17-year-olds in five markets to register for the Countdown to DeGrassi. The invitation-only screening of two new episodes included appearances by DeGrassi stars. The campaign generated more than 4 million hits to the site and more than 5,000 fans to the gala.
“They took it and ran with it,” says Denielle Bertarelli, director of marketing for The N. “We didn’t know how great it was going to be. Mr. Youth is young and creative. There is no mountain too big for them.”
In an entirely different market, the agency created the TKO Campus Tour, a national tour that let college kids sample new electronics and digital technology. The tour, which offered a sweeps for a dorm room makeover, reached more than 225,000 students across 40 campuses and via a three-week stop at Panama City Beach over spring break. Mr. Youth is planning a third leg of the tour this fall.
Mr. Youth took a 2004 PRO Award for Event Marketing, unveiling Victoria Secret’s young adult brand, Pink, for 18- to 24-year-old women during spring break in Miami. A curious, three-story pink box was set on Miami Beach for five days, then unveiled a live concert and fashion show. The gig triggered triple-digit sales for Pink in Miami stores.
“They are on everybody’s radar as top notch in guerilla and youth marketing tactics and execution,” says Sara Tervo, director of public relations for Victoria’s Secret. “There isn’t any challenge you could give them that they couldn’t achieve.”
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