Young Lions calibre bodes well for future

Watching presentations from the Young Lions Marketers Competition, it was hard not to be moved.

Ruth Wyatt: 'The young marketers were brilliantly trained, highly skilled and insightful. They knew their businesses inside out.''
Ruth Wyatt: 'The young marketers were brilliantly trained, highly skilled and insightful. They knew their businesses inside out.''

I'm not sure how common it is for entrants to bring tears to the eyes of the judging panel, but this year's crop of young guns, who represent the cream of marketing talent under 30 from around the world, made several jury members cry.

The brief was admittedly an emotive one: to create a product or service to raise money for the girls' education programme of the charity Room To Read.

Of the 793 million illiterate people worldwide, two-thirds are female. The aim of the girls' education programme is to help girls stay in school to complete their secondary education.

Education has been proven to be a game changer for society time and again; its impact on poverty is marked and measurable, as is its impact on the health and wellbeing of individual girls, their families and their broader communities.

The Young Lions are tasked with devising this product or service and writing a two-page brief to be presented to a comms agency - the jury made up of creatives and strategists. They then give a short presentation and get a grilling by the judges.

It wasn't just the passion, empathy, emotion, belief and drive that these young marketers brought to the trial that was impressive. Whether from small domestic banks or global FMCG powerhouses, they were brilliantly trained, highly skilled and insightful individuals. They knew their businesses inside out and they understood the value of PR.

The competition has been sponsored since its inception in 2010 by Ketchum, which provides the subject matter. The agency has a longstanding relationship with Room To Read - its president and CEO Rob Flaherty is on the charity's board and the agency has so far funded putting 90 girls through four years of secondary school through its own internal efforts.

The competition is a smart way of achieving a number of things - from generating fresh ideas for fundraising and introducing potential commercial partners to Room To Read, to taking the temperature of integrated marketing thinking among the next generation of client stars. And, of course, it helps position Ketchum as a serious player in the marketing mix.

The upshot of this year's competition was all good. Traditional above-the-line advertising came up as a main campaign driver in only two of the presentations and the rest truly understood the value of earned media.

ruth.wyatt@haymarket.com

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.