Good to see some unabashed youth-centric ads

The JWT newsletter has an interesting article about the nhttp://www.jwtintelligence.com/2012/04/o2-positions-mobile-brand-exclusive-club-18-22-year-olds/ew mobile network brand 48 created by O2 in Ireland.

Defining a brand by what it is not is as important as defining what it is. Whilst I witter on about age-neutral marketing communications this doesn't exclude youth-centric advertising. If O2 has done its sums and seen a market for 18-22 year olds and reckons it can get to, and engage with it, then good luck.

For heavens sake, the young in Ireland need something to cheer them up. Dick Stroud