Plenty of PR and marketing agencies like to shout about the youth of their founders and management team.
But if you’re looking for a team to promote your brand do they really all need to be under 30?
Brands who want to connect with Gen Z consumers, such as those selling video games for example, may be attracted to marketers from the same demographic, which is why these agencies like to wear their youth as a badge of pride.
But while it’s certainly true that they will have a good handle on the media consumed by young adults it doesn’t necessarily follow that they understand how to create content that will appeal to the professionals working on those titles.
An exclusively young marketing team won’t be the right choice for many brands seeking to connect with a wider demographic than the one they represent. If your brand’s customer base is more representative of wider society it will be sensible to look for a partner which mirrors that.
The problem with youth is that by definition it must lack experience. There really is no substitute for someone who has done the job for 20 (plus) years. They have literally seen every situation that can develop and will take every possible scenario in their stride. To put it bluntly they have been there already and got the T-shirt. They know exactly what works, and what flops.
That’s why smart young leaders surround themselves not only with team mates their own age and younger but also with experienced older professionals who can come in at board level and offer them the benefit of their hard-won wisdom and experience.
Youth vs experience shouldn’t be a battle. The two should complement each other and work hand in hand to offer a complete service to clients.
The best agency teams will include a blend of professionals of different ages and experience levels and will be able to offer clients insight into every area of business and commerce. They will understand the full range of media and have knowledge of how to create content which appeals to each.
If you’re looking to connect with a young audience then it may make sense to use a very young team but it would be wise to ensure they have some more mature advisors around them to offer a deeper perspective.
Alternatively save yourself some time and come directly to an experienced team. Click here to contact us.