Creative Artists Agency has acquired New York and Los Angeles-based market research firm Youth Intelligence, giving it premier research and trend capability to target consumers, and anticipate their behavior.
Founded in 1996 by youth and trend expert Jane Buckingham, Youth Intelligence provides marketing consulting, trend forecasting and market research for companies targeting consumers between the ages of 7 and 35. This includes Gen X (ages 25-35), Gen Y (11-24), college students (18-24), and tweens (7-10). Clients of the nine-employee firm include Levi’s, Microsoft, Nike, Bank of America, and L’Oreal, among many other major marketers. In addition, Youth Intelligence works with current CAA Marketing clients Coca-Cola and Motorola.
"Jane and her team are simply the best at what they do, identifying market and behavioral trends and intimately understanding what young consumers want now," said CAA President Richard Lovett. "That's the intelligence our marketing clients want and need. And now CAA has it."
Because the youth generations represent more than 100 million consumers with over $300 billion in spending power, "there is unprecedented competition for the younger consumer’s attention," Buckingham, explained, who at age 17 wrote the book Teens Speak Out, and is now regular contributor to Good Morning America, The Style Network, and Cosmopolitan Magazine.
"For CAA Marketing clients and for much of the entertainment industry, this segment is the sweet spot, representing both today’s voracious customer and tomorrow’s long-term consumer," she added. "CAA has long been the dominant player in its business, and has proven again its leadership and vision in successfully developing the industry’s foremost marketing through entertainment practice.”
"Our marketing clients will obviously benefit from Youth Intelligence’s expertise and experience in developing marketing programs that work," Lovett noted. "It’s equally important that Jane and her team are an ideal cultural fit for CAA, succeeding because of a collaborative culture that emphasizes integrated resources. Clients get meaningful, well-informed service when their agency works as a cohesive whole."