Creative Artists Agency Expands Market Research Capability with Youth Intelligence; CAA Acquires Market Research Firm to Enhance Client Offering.Business Editors/Entertainment Editors BEVERLY HILLS Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. , Calif.--(BUSINESS WIRE)--Feb. 5, 2003 Expanding the resources of its industry-leading marketing-through-entertainment business, Creative Artists Agency Creative Artists Agency (CAA) is a talent and literary agency which represents a vast array of actors, musicians, writers, directors, and athletes, as well as a variety of companies and their products. (CAA Caa See CCC. ) today announced that it has acquired New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of and Los Angeles-based market research firm Youth Intelligence. CAA is recognized for its unmatched ability to provide marketers advance insight into popular culture and early opportunities to help build brands through television, movies, music and other entertainment properties. With the recent acquisition, CAA now has a premier research and trend capability to provide a clear and accurate picture of target consumers, and anticipate their behavior. Founded in 1996 by youth and trend expert Jane Buckingham and built upon quantitative and qualitative analysis Qualitative Analysis Securities analysis that uses subjective judgment based on nonquantifiable information, such as management expertise, industry cycles, strength of research and development, and labor relations. , Youth Intelligence provides marketing consulting, trend forecasting and market research for companies targeting consumers between the ages of 7 and 35. This includes Gen X See generation X. (ages 25-35), Gen Y See generation X. (11-24), college students (18-24), and tweens (7-10). Clients of the nine-employee firm have included Levi's, Microsoft, Nike, Bank of America
Bank of America (NYSE: BAC TYO: 8648 ) is the largest commercial bank in the United States in terms of deposits, and the largest company of its kind in the world. , and L'Oreal, among many other major marketers. In addition, Youth Intelligence works with current CAA Marketing clients Coca-Cola and Motorola. "Jane and her team are simply the best at what they do, identifying market and behavioral trends and intimately understanding what young consumers want now. That's the intelligence our marketing clients want and need. And now CAA has it," said CAA President Richard Lovett. Because the youth generations represent more than 100 million consumers with over $300 billion in spending power The power of legislatures to tax and spend. Spending power is conferred to state and federal legislatures through their constitution. Judicial Review of legislative spending varies from state to state, but the law of federal spending informs courts in all states. , "There is unprecedented competition for the younger consumer's attention," explained Buckingham, who at 17 wrote the book TEENS SPEAK OUT, and is now a regular contributor to Good Morning America Good Morning America is a weekday morning news show that is broadcast on the ABC television network. The show was adapted from The Morning Exchange, a morning show created by and airing on the ABC affiliate in Cleveland, Ohio, and was launched nationally as , The Style Network, and Cosmopolitan Magazine. "For CAA Marketing clients and for much of the entertainment industry, this segment is the sweet spot, representing both today's voracious customer and tomorrow's long-term consumer. CAA has long been the dominant player in its business, and has proven again its leadership and vision in successfully developing the industry's foremost marketing through entertainment practice." "Our Marketing clients will obviously benefit from Youth Intelligence's expertise and experience in developing marketing programs that work," continued Lovett. "It's equally important that Jane and her team are an ideal cultural fit for CAA, succeeding because of a collaborative culture that emphasizes integrated resources. Clients get meaningful, well-informed service when their agency works as a cohesive whole." Youth Intelligence brings to CAA an array of client services, all working hand in hand with each other. These include consulting (new product development, brand renewal, communications, PR and promotional strategies, corporate identity and spokesperson mapping, strategic alliance building); research (traditional and non-traditional focus groups, person-on-the-street interviews, ethnographies, quantitative studies, Internet research This article is about using the Internet for research; for the field of research about the Internet, see Internet studies. Internet research is the practice of using the Internet, especially the World Wide Web, for research. panels); and trend forecasting. Youth Intelligence publishes the leading trend forecasting product, The Cassandra Report, which bases its research on 300 individually screened trendsetters in 4-5 cities, in addition to a nationally representative group of 750 mainstream consumers. The Report is issued three times a year and addresses trends in fashion, lifestyle, hot products, technology and entertainment, among others. Youth Intelligence also created TrendCentral which includes a daily e-mail and comprehensive Internet trend site about 12-35 year-olds, covering fashion, beauty, lifestyle, technology, and entertainment. Unlike The Cassandra Report, which offers in-depth, comprehensive, trackable information, TrendCentral provides the most up-to-the-minute information on trends and marketing. It is designed to keep subscribers abreast of what's happening in the areas that matter most to marketers. Youth Intelligence's team also includes Barbara Coulon (vice-president of trends), Catherine Stellin (director of marketing and development), Sandy Chouchani (director of strategic planning Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. ), Clare Ramsey (trend consultant), Cynthia Engelke (marketing and research associate), Jillian Hertzman (research associate), Margot Nason (director of trends), and Kristin Bennett (research consultant). Consumer marketers who currently look to CAA for entertainment-related marketing strategies and programs include The Coca-Cola Company, Motorola, Kmart, Hasbro, Nextel, Procter & Gamble's Tremor division, the Indy Racing League The Indy Racing League, better known as IRL, is the sanctioning body of a predominantly American based open-wheel racing series. The League consists of two series, the premiere IndyCar Series , and Hollister, among others. About CAA Creative Artists Agency is a talent and literary agency with offices in Beverly Hills and Nashville. CAA represents many of the most creative and successful artists working in film, television, music and videogames, and provides marketing services to corporate clients. The agency serves as the access point through which artists, consumers and global brands intersect to create, acquire and sell entertainment properties, and to enrich entertainment and brand experiences. |
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