Santa Clara, 2011
Insights and actions
Directed the OMD USA Research team to create a major national study of Millennials, with the objective of understanding how best to communicate with them. The study revealed that much of the conventional wisdom about this cohort is wrong. In particular, it showed that Millennials are not a homogeneous group, but rather consist of evolving segments that go through three main phases: Invention, Independence, and Investment. Thus, brands communicating with Millennials must take these phases into account, and address the very different interests and needs of each phase.
The presentation of this study provided fresh marketing insights to multiple clients of OMD.
Key clients involved