Mr Youth
Encyclopedia
Mr Youth is a marketing
agency based in New York City
. Founded by Matt B. Britton
in 2002, the agency offers client services in word of mouth
, social interactive and experiential marketing. Mr Youth has created campaigns for clients such as Microsoft
, Nike
, Macy’s and Procter & Gamble
. While experienced in youth marketing
, Mr Youth has broadened its primary audience by creating campaigns targeting Millennial Generation Moms for brands such as Huggies
and Pepperidge Farm
.
(CEO) in 2002. Doug Akin (current Managing Partner in Sales/Brand Development) joined the company later the same year. In 2005, Mr Youth purchased CollegeFest
, a yearly entertainment and promotional event held in Boston for college students. In 2007, Mr Youth was named as the 377th fastest growing private business in the United States by Inc. 500 Magazine.
In 2004, Mr Youth was selected by Edward Razek
of Victoria's Secret
to launch it's now successful brand Pink which targets a younger demographic. The agency's work on this campaign won it the International Globes Award for "Best Use Of Event Marketing In The World" as well as several other industry accolades. The campaign is widely considered to be the breakthrough work which gained Mr Youth national notoriety.
In 2005 & 2006 Mr. Youth CEO Matt B. Britton was featured on the Daily Show With Jon Stewart
.
In 2007, Mr Youth launched word of mouth network, RepNation, which specializes in brand ambassador
programs, and RepNation founder, Brandon Evans now serves as Managing Partner, Strategy and Services. Brandon Evans is also writer of the whitepaper entitled Consumer 2.0.
In February 2009, Mr Youth announced the closing of a private equity deal with Alta Communications
and The Mustang Group LLC.
In June 2009 Promo Magazine named Mr Youth one of the Top 5 interactive agencies in the U.S. citing the agency's revenues at over $15 Million
In December 2009 Mr. Youth was named "Social Media Agency of The Year" via Mashable
's International Open Web Awards.
The March 2010 issue of Fast Company (magazine)
ranked Mr Youth #7 in the Top 10 most innovative advertising/marketing companies in the world.
A July 2010 Article in Crain's NY quoted Mr Youth's annual billings at $20 Million
In November 2010 Crain's named Mr Youth one of the top 10 "top places to work" in New York City
In November 2011, Mr Youth was acquired by LBi
in a deal valued at $40 to $50 Million.
Mr. Youth is headquartered in Union Square in New York City
.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
agency based in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
. Founded by Matt B. Britton
Matt B. Britton
Matt B. Britton is a youth marketing media proprietor based in New York City.In January 1997, Britton founded The Magma Group, a college marketing firm focused on the hi-tech industry. The Magma Group's clients included Yahoo!, Lycos, eBay, and Sony Music...
in 2002, the agency offers client services in word of mouth
Word of mouth
Word of mouth, or viva voce, is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up. Oral tradition is cultural material and...
, social interactive and experiential marketing. Mr Youth has created campaigns for clients such as Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
, Nike
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
, Macy’s and Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
. While experienced in youth marketing
Youth marketing
Youth Marketing is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 12 to 34...
, Mr Youth has broadened its primary audience by creating campaigns targeting Millennial Generation Moms for brands such as Huggies
Huggies
Huggies is the brand name of a disposable diaper marketed by Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1978.-Product lines:...
and Pepperidge Farm
Pepperidge Farm
Pepperidge Farm is a commercial bakery in the U.S. founded in 1937 by Margaret Rudkin, who named the brand after her family's property in Fairfield, Connecticut, which in turn was named for the pepperidge tree, Nyssa sylvatica. Since 1961, the company has been owned by the Campbell Soup Company...
.
History
Mr Youth was founded by Matt B. BrittonMatt B. Britton
Matt B. Britton is a youth marketing media proprietor based in New York City.In January 1997, Britton founded The Magma Group, a college marketing firm focused on the hi-tech industry. The Magma Group's clients included Yahoo!, Lycos, eBay, and Sony Music...
(CEO) in 2002. Doug Akin (current Managing Partner in Sales/Brand Development) joined the company later the same year. In 2005, Mr Youth purchased CollegeFest
CollegeFest
CollegeFest, founded in 1985, is one of the United States' largest festivals targeting college students. The 2-day event takes place on an annual basis in Boston, MA at the Hynes Convention Center. The purpose of CollegeFest is to introduce Boston's vast college student population to goods and...
, a yearly entertainment and promotional event held in Boston for college students. In 2007, Mr Youth was named as the 377th fastest growing private business in the United States by Inc. 500 Magazine.
In 2004, Mr Youth was selected by Edward Razek
Edward Razek
Edward Razek is the senior creative on Victoria's Secret. He is the Chief Marketing Officer of creative services of Limited Brands, Victoria Secret's parent. He has been hand picking the models for Victoria's Secret for 15+ years and helped launch the careers of household names Daniela Pestova,...
of Victoria's Secret
Victoria's Secret
Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. It is the largest segment of publicly-traded Limited Brands with sales of over US$5 billion and an operating income of $1 billion in 2006...
to launch it's now successful brand Pink which targets a younger demographic. The agency's work on this campaign won it the International Globes Award for "Best Use Of Event Marketing In The World" as well as several other industry accolades. The campaign is widely considered to be the breakthrough work which gained Mr Youth national notoriety.
In 2005 & 2006 Mr. Youth CEO Matt B. Britton was featured on the Daily Show With Jon Stewart
Jon Stewart
Jon Stewart is an American political satirist, writer, television host, actor, media critic and stand-up comedian...
.
In 2007, Mr Youth launched word of mouth network, RepNation, which specializes in brand ambassador
Brand ambassador
A Brand Ambassador is a person employed by a company to be the sales rep and physical representative of the company with respect to sales and marketing. The Brand Ambassador is meant to embody the corporate image in appearance, demeanor, values, and ethics....
programs, and RepNation founder, Brandon Evans now serves as Managing Partner, Strategy and Services. Brandon Evans is also writer of the whitepaper entitled Consumer 2.0.
In February 2009, Mr Youth announced the closing of a private equity deal with Alta Communications
Alta Communications
Alta Communications is a Boston-based private equity firm specializing in equity investments in media and telecommunications companies.Their equity funds are invested in about 100 companies with total market capitalization approximately $1.5 billion....
and The Mustang Group LLC.
In June 2009 Promo Magazine named Mr Youth one of the Top 5 interactive agencies in the U.S. citing the agency's revenues at over $15 Million
In December 2009 Mr. Youth was named "Social Media Agency of The Year" via Mashable
Mashable
Mashable is an American news website and Internet news blog founded by Pete Cashmore. The website's primary focus is social media news, but also covers news and developments in mobile, entertainment, online video, business, web development, technology, memes and gadgets...
's International Open Web Awards.
The March 2010 issue of Fast Company (magazine)
Fast Company (magazine)
Fast Company is a full-color business magazine that releases 10 issues per year and reports on topics including innovation, digital media, technology, change management, leadership, design, and social responsibility...
ranked Mr Youth #7 in the Top 10 most innovative advertising/marketing companies in the world.
A July 2010 Article in Crain's NY quoted Mr Youth's annual billings at $20 Million
In November 2010 Crain's named Mr Youth one of the top 10 "top places to work" in New York City
In November 2011, Mr Youth was acquired by LBi
LBi
LBi is an international, full-service digital marketing agency formed by the merger of LB Icon and Framfab in August 2006, then remodelled after the merger with bigmouthmedia in 2010. It is listed on Euronext in Amsterdam. From 2006 until the bigmouthmedia merger in 2010 LBi was a dual-listed...
in a deal valued at $40 to $50 Million.
Mr. Youth is headquartered in Union Square in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
.