BETC London Launches RAW Programme to Get Closer to Millennials
Right now, no audience is more important than the Millennials. The biggest generation since the Baby Boomers their attitudes, ambitions and how they spend the pound in their pockets are already shaping the world we live in. With society and culture changing so quickly, we need to find ways to get closer more quickly to young people. To tap into what is going on in their world right now, have honest discussions and fully understand what they think and feel.
BETC London’s RAW has been created to do just that. Part research tool, part newspaper and part internship programme, RAW is BETC London’s long-term commitment to really understanding and developing work that is relevant for young people today.
Currently comprising twenty 18-25 year-olds from across the UK, the RAW panel are available at the touch of button to give their opinion on anything and everything – from what’s going in politics or music, to what ads they like or what they think about a brand.
Recruited in partnership with City University and through visiting other colleges and universities across the country, the panel is truly diverse, made up of young people from different economic, social and cultural backgrounds.
The panel members are available to work with BETC London and their clients to help shape strategy and creative work. In return RAW members will be considered for internship roles at BETC London, helping them get much needed experience in a competitive marketplace, with extensive contributions being rewarded remuneratively. They will also contribute articles and opinions to RAW’s quarterly themed newspaper.
“RAW allows us to spot potential trends early and build them into the heart of BETC London’s strategic thinking. The ability to share work and ideas early with articulate and opinionated GenYers helps us to develop more distinctive, more relevant creative work and as a result, more effective campaigns,” says BETC London CEO Andrew Stirk.
It seemed only fitting for the launch of RAW that ‘ambition' should be the theme of the inaugural issue of the RAW newspaper. The millennial generation have been called selfish, lazy and demanding but how ambitious are they really and is it really all ‘me me me’?