Sunday March 29, 2020

Youth marketing agency helps brands avoid the ‘cringe factor’

Thinkhouse helps brands reach their natural audience – and speaks to them authentically in their language, says founder and head of creative innovation Jane McDaid

16th February, 2020
Jane McDaid of Thinkhouse believed that much youth marketing was tone deaf. Picture: Kevin Goss Ross

In her role as head of creative innovation at Thinkhouse, the youth marketing agency, Jane McDaid’s priority is to prevent brands from using “cringeworthy” tactics that could alienate their target audience.

McDaid, who set up the company in 2001 and employs 40 people in Dublin, said her mission starting out was to put an end to tone-deaf “youth marketing”.

“I was a creative, culturally aware twentysomething myself. I had a small...

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