Who is the New Consumer?

Answer: It’s not just Millennials! It’s my 11-year-old daughter. It’s also my 91-year-old mother – who just happens to have some of the strongest emoji game around. In short, the new consumer is anyone with a device. And they’re looking for experiences that make their life better, more fun, and easier to navigate.

Over the Holidays, we took our kids to France to see their cousins. At 15, 13 and 11, we worried they wouldn’t have the tolerance for long days in the Louvre. But with an app full of tours, audio guides and facts on their phones, they were mesmerized.

MRY CEO Jason Whiting at the Louvre

When they finished one tour, they started another – each driving their own experience. We spent an entire day in the Louvre and they still didn’t want to leave at close. The kids were captivated, learned tons – and they are still talking about it. As parents, a museum we’d been in a few times before was brought to life through the eyes of our children, as only they can. That is relevance for the new consumer.

At MRY, we strive daily to create beautiful, engaging content – in whatever form, to connect with customers better than anyone and to make a difference in our client’s business. We do this by getting our clients to rethink their brand with culture and customers at the center.

Having been part of two of the most progressive agencies in the world, I know that creative storytelling is still the way. But you can’t just stop at making great work – you have to figure out the best way to bring that work to life. And having some of the largest media agencies in the world as our partners (through Publicis Media) make us a fairly formidable “boutique.”

It’s about creating valuable, engaging experiences – that are also easy to change up, that inspire not only kids in a museum, but your customers as well. We’ve proven this with recent wins, including Social AOR for Hulu and Creative AOR for e.l.f. Cosmetics. We’re rethinking digitally led storytelling to combine creative, media and data to save the world from another ineffective ad campaign.

[Note: This post originally appeared on LinkedIn.]


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