Magazine article Marketing

ROAR Finds Brands with Youth Appeal

Magazine article Marketing

ROAR Finds Brands with Youth Appeal

Article excerpt

Young people think One 2 One and Orange have the best advertising campaigns, but more of them continue to use the Vodafone network. They herald Gap and French Connection as the retail brands of tomorrow, and believe Marks & Spencer and Wrangler have had their day.

The findings form part of the latest wave of research from ROAR, a consortium made up of Channel 4, Carlton Screen Advertising, Kiss FM, Emap Metro, The Guardian and BMP OMD, which canvassed the opinions of 1000 young people.

Around 37% of 15- to 24-year-olds with mobile phones think One 2 One produces the best advertising, with Orange close behind on 34%.

But while just l6% of young people believe Vodafone has the best ad campaign, 38% of them subscribe to the network -- more than any other operator. Some 21% subscribe to One 2 One, while 18% subscribe to Orange.

The research also questioned young people on their attraction to new brands. …

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