Harrison Cowley and Big Cat unite for youth market

Harrison Cowley is launching an agency specialising in targeting 16

to 24-year-olds in conjunction with the youth and student specialist Big

Cat.



The new agency, which is called Qten, will specialise in brand building

and tactical marketing with a focus on planning, delivery and meaningful

evaluation.



Harrison Cowley associate director Jo Marino said: 'The main thing is

that we can deliver activity in all universities through our network of

offices.



Put that together with Big Cat's youth specialism and you have a very

powerful offering.'



She added: 'The activity will be specific to the audience. Media

relations will be a strong part of it, but with this audience a lot of

the activity needs to be direct so it could be things like video

installations as part of a club night. Evaluation will be key as a lot

of youth agencies do not do this.'



Qten will be run by eight specialists from Big Cat (in fields such as

event production) and ten 'youth representatives' from Harrison Cowley.

As yet the agency has no clients.



Harrison Cowley traditionally offers consumer, B2B and corporate PR with

offices across the UK and Ireland, including Birmingham, Cardiff, Leeds

and Edinburgh.



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