What is Euro RSCG Worldwide PR?
U.S. PR agency of Euro RSCG Worldwide, a division of Havas, one of top five marketing services companies on planet.

What’s up with Euro RSCG Worldwide lately?
World’s hottest creative agency. Ad division won most contested account of 2009 and was called creative highlight of all Cannes Lions.

Industry recognition is great, but what about connecting w/consumers?
Euro RSCG also produced most downloaded TV commercial ever: Evian’s roller-skating babies. Almost 14 million views, and counting.

Are u influencing the conversation?
Can you say “Word of the Year”? Only PR agency to launch one. Our prez, Marian Salzman, put metrosexual into national conversation, 2003.

What are u doing to reach teen girls?
Launching offer next spring with teen PR for products, people & celebs + a blog.

How do u know how to do this?
In Nov 09 ERWW conducted study of grls 13-18 to see how they spend, socialize & communicate.

Why did you do this?
To give clear picture of American teenage female consumer today.

So is it just girls?
No, boys 2. Emphasis on grls 1st bc they are the social in social media (like boys are the extreme in extreme sports).

Isn’t that a stereotype?
Gender blurring is real, but so are stereotypes that let marketers thrive. Research found grls use mobile phones way more than boys.

So is this all about social media?
No, also realizes imprtnce of social life, new experiences, mass media, parents & pop culture that drive audience to sample what’s new.

But social media is part of it, right?
Of course. Smart phones, txt, IM, Twitter & Facebook form social web that changes how people think, act, socialize & spend.

OK, so why do teen girls matter so much?
They’re important & overlooked consumers in Amer economy. Teen male and female spending more than $216 bil per year, mostly discretionary.

But that’s girls & boys. What’s special about girls?
Girls spend more, average of $47 more per week, according to 2005 study. And more $$ on fashion, about 3/4 of their spending.

What’s important about their use of social media?
Never lived w/o it. Were shaped by social media & r shaping it, esp where media meets shopping. Their habits will decide how mrkts develop.

What did your research show?
A. Teen grls unique in virtually every aspect of consumption bhvr—way they watch ads, buy, discuss products. Buy in almost ritualistic manner.

What do u mean?
Girls like to spend. They spend on perishable items—fashion that’s out of style as quick as it’s in. They present biz with constant $$.

Any surprises?
Girls are strikingly brand-loyal. 2/3 stand by a brand even after trying something new.

How does the shopping experience figure in?
Girls want engaging milieu to talk, opinionate, console & confer. If store or brand can offer this, r more than willing to return.

How does news about good experience travel?
Word of mouth. Think of Titanic or Twilight. Near-global chatter + willingness to spend on ephemera = big sales.

Who influences teenage girls?
They do. Teens empowered w/low-cost, easily seen social media have transcended mag editors and style divas to find own way around.

An example?
Tavi Gevinson, 13-yr-old from Chicago burbs whose blog inspired a collection by top fashion designers Kate and Laura Mulleavy of Rodarte.

Isn’t she an extreme case? Any others?
Seventeen mag’s Style Blog features teenage bloggers like “Courtney” & “Stephanie” who translate style of teen stars into wearable outfits.

Why is this successful?
Readers can comment on blog = more engagement and influence. More important, influence comes in form of conversation among teens.

What about the power of influence?
It increases as influencer gets closer. Grls much more likely to spend $$ while shopping with a friend than when alone.

What’s the takeaway?
Influence is about closeness. About person or outlet they can relate to and that can relate to them. It’s about Sisterhood.

But don’t girls spend more time texting than they do online?
True. A 13-yr-old CA grl sent 14,528 texts in 1 month. Teen grls among most avid mobile phone users. 55% use phone & 42% text daily.

What about Twitter? Isn’t that used more by adults now?
No. Web consults Box UK found avg Twitter user is a teen grl. Teens rely on it and other social media at a growing rate.

Any parting thoughts?
When 2 Aussie teens were trapped in drainpipe they updated Facebook status instead of calling 911. Communicating via social web is reflex.