Generation Y: this is how advertising is done

"How cool Brands stay hot" - at the CPM anniversary Joeri Van den Bergh presents his new book. How can agencies grab Generation Y? Around 70 guests celebrated the 30th anniversary of the marketing agency CPM. Among them were UPC Cablecom, HP, Bosch, KMO and other representatives.Markus Rühle, co-founder of CPM Switzerland AG, took over the welcoming. He gave an insight into how the agency has developed in 30 years and what difficulties they had to deal with when there was no computer. But "the basic idea of marketing has not changed in this time", said Rühle.Act like a ChameleonThe highlight of the evening was Joeri Van den Bergh, co-founder of "InSites Consulting", a research agency based in Belgium, the UK, the Netherlands and the USA. In his presentation he explained how marketers can win over Generation Y. For example: be "appsessed", which means constantly updating, like apps do and "act like a chameleon but don't become a lizard" or connect the brand with something unexpected.Push to add dramaAfter all, if you want to connect with Generation Y and keep them interested, you have to make your advertising "harder, faster and stronger." "Surprise them," Van den Bergh urged marketers. As an example, he points to an advertising campaign by Belgian TV station TNT. In a place where nothing else ever happens, where silence reigns....

How cool brands stay hotAnother tip: know your target group. The chewing gum manufacturer proved in a campaign that Wrigley's knows what it's talking about. Wrigley's had its new flavor printed on parking tickets. Since many, when they pull a ticket, put it in their mouth to continue driving with both hands.More tips for successful branding, understanding Generation Y and other examples of good, as well as bad, campaigns are presented by Van den Bergh in his new book, "How cool Brands stay hot."<span]