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A pleasure to welcome Matt Britton to the show! Matt is the CEO and Founder of MRY. He joins me to discuss his recent book, YouthNation: Building Remarkable Brands in a Youth-Driven Culture. Learn more about the book here.
Discussion notes from today’s show:
This isn’t just a book about how to market to youth. In fact, not at all. Rather, it is about how to achieve brand relevancy to a “youth-driven” culture.
Are we now in an age of perpetual youth?
What is the new model of brand relevancy?
We explore the idea that youth is no longer an age—it’s a commodity that’s available to everyone.
“Did it for the Instagram.” How youth-driven culture looks at the world in a different way, and why you need to be cognizant of that.
The Uber of everything / access over ownership.
Why status updates & experiences are the new status symbol / from things to thrills.
The Peer to Peer economy. Should we still worry about B2B and B2C?
People are brands.
The field guide to lifehackers.About Matt Britton:
Matt is known throughout the advertising industry as an expert in social media marketing with a unique & deep domain expertise in the Millennial generation. Matt currently serves as founder and CEO of New York-based MRY (formerly Mr Youth)—a world leading creative and technology agency with social at the core.
Since founding the agency in 2002, MRY has worked with some of the world’s leading brands—including P&G, Microsoft, Coca-Cola, & Visa —to help them connect with today’s rapidly evolving and highly elusive consumer. Matt has grown MRY from a one-man startup to a company with over 600 employees worldwide.
In 2009, MRY was named the “Social Media Agency Of The Year” by Mashable. In February 2010, MRY was named one of advertising’s 10 most innovative companies in the world by Fast Company. In March 2011, MRY announced the launch and spin-off of CrowdTap, the world’s first on-demand brand participation network. AdAge later named CrowdTap one of the 8 hottest startups at SXSW. In July of 2011, CrowdTap announced $7MM Series A funding.
In December of 2011 Mashable named CrowdTap the up-and-coming social media service of the year, In November 2011 MRY was acquired by LBi International for approx. $50 Million.
Matt has created an award-winning agency that has been recognized by some of the industry’s leading publications. Inc. Magazine listed MRY several times as one of the 500 fastest growing private businesses in the U.S. Matt has also been featured in the prestigious 30 Under 30 list by Entrepreneur Magazine of the hottest U.S. entrepreneurs under 30 years old.
Matt often speaks at conferences and trade shows on trends and issues that affect the landscape of Millennial marketing. He has been featured on Opening Bell with Maria Bartiromo, The Daily Show With Jon Stewart, CNBC’s Power Lunch, Mashable, Forbes, Fortune, The Financial Times, New York Times and the Wall Street Journal. Matt is a graduate of Boston University’s College of Communication.
YouthNation: Building Remarkable Brands in a Youth-Driven Culture
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