Burson-Marsteller launches youth division that ‘gets digital’

Good to see two CSU grads in there. Will be keeping an eye on this.

a tumbler platform? Get your hand off it.

Does this mean that the rest of B-M don’t get digital?
Not a great PR strategy is it?

OMG, cant wait to see all of the comments by the COB today. I realise that this ‘launch’ should show how up to speed this agency is however it actually shows exactly the opposite. Sad.

Looks like we will see some more of these crackers!

http://www.theage.com.au/natio.....1nv0r.html

http://www.smh.com.au/travel/t.....1nsa4.html

Not that they’re not good at generating content – but what is needed in this space requires much more than just understanding the medium.

Looks like there is a few more than two CSU graduates in the mix. Good work guys!

I would rather launch a division that gets clients, and even more importantly, consumers. The channel isn’t the message.

I don’t really get it.

This is a joke right? It’s some sort of mockumentary on the social side of the ad game. Surely?

so how exactly does this make money?

‘For when hunger puts you on the edge’
Accompanied by that famous photo of NYC builders sitting ‘on the edge’ of a girder.
Job done.

And an Elvis/Warhole in there for good measure.

Looking forward to the Einstein execution.

Wow! Just checked out the tumblr and turns out there are keyboard shortcuts for copy and paste!! Ctrl C? Ctrl V? Who new!!!

And I’ll this time I’ve been using the ‘Edit’ drop down menu!

Thank god for these “bright young things” who are “hooked into social media trends, best practice from brands online, and who grew up with digital news cycles.”

By way of clarification the idea of The Sparks isn’t based on youngtsers “getting” digital more than others, though I know the title of the article suggests this. Everyone needs to be well versed in the digital space.

The group is about empowering young people in the agency, giving them a voice and letting them flex their creative muscles on projects they wouldn’t usually work on as part of their day-to-day activities.

If Yanco is surrounded by a bunch of oldies who are limited by what they think might and might not work, can I suggest she hire some new oldies. Surprising as it may sound, there are lots of experienced folk who love coming up with fresh and innovative ideas. Just as I’m sure there are lots of young people who want to do more than just digital alone, and who probably don’t want to be patronized by being placed in an agency nursey.

As I watch this debate unfold I reckon it’s the 30 to 40 year olds that are the problem. Let’s put them out to pasture and let the rest of us get on with it.

But nobody really gives a shit what twentysomething douchetards have to say, and that is their problem. What value does this really add to any customer (or the agency)? All it says is we have hired a bunch of arts degree goons who use Twitter and Facebook and can photoshop famous works of other people to pass off as their own ‘edgy’ and ‘creative’ pieces. If they are so smart, ask them to spell “P-L-A-G-I-A-R-I-S-M” and “Y-A-W-N.” The agencies money would have been better spent on another few ping pong tables and maybe a rock-climbing wall to soothe the fragile ego’s of the creatives, and fade out the hiring of youngsters whose life experience consists of schoolies, uni, watching the Gruen Transfer and drinking at the Marlborough in Newtown on a Saturday night.

Drawing on a lot of over used popular images from decades past to push the message on the medium du jour… how, ummm, ordinary.

“They’re not so limited by what they think might and might not work,” she said.

They are also not experienced enough to know what can and has worked and vice versa.

Sounds like B-M and the “new” McCann may be a perfect match for clients interested in experimental work by teenagers with “digital at it’s core”, as opposed to customers, sales, channel support etc. etc…..all that boring old school stuff cool young hipsters don’t care about.

That fucking movie. That’s a piss take right?

wow there sure are a lot of bitter old people reading Mumbrella these days – do you not remember starting in the industry and wishing you had the opportunity to think on some big projects?? No where did it say that these young people are making the decisions and leading pitches… sounds like they have input, and are given the chance to voice their opinions.
If you get some ideas out of it, great! If not then at least the up and comers are getting the experience you are all seem to think they need.
I say good job BM

Interesting to see a team that is defined by it’s AGE as it’s key characteristic, rather than by their passion, skillsets or learnings. Whilst i completely agree that the empowerment of younger people in an agency is important, i’m not sure grouping them all together to work on stuff as a team is the way to go about it – Mentorship programs linking different levels of experience have been proven to be highly effective – and highly motivating for both sides of the age equation – be interesting to see what comes out when you re-enforce AGE as the stereotype rather than anything else.

The Sparks appear to be a age based subset. A different take perhaps, an experiment. While it might turn up new ideas in preliminary brainstorming sessions, perhaps on further reflection and concept development, it is indeed useful to take account of the experience and achievements of others. As Isaac Newton remarked “If I have seen further it is only by standing on the shoulders of giants”. Do we want pygmy ideas or giant ones or more?