Marketers from across the US came together for the 2014 Association of Jesuit Colleges and Universities (AJCU) Summit at Loyola University in Chicago. To get an outside-in perspective on trends and marketing principles, they looked to Molly Garris, Digital Strategy Director and Mobile Practice Lead at Leo Burnett / Arc Worldwide. Molly showed various marketing case studies centered around engaging Generation Z, the next gen digital natives spending billions per year in the US.

1. An Agency Perspective:
Marketing to Gen Z
Molly.Garris@arcww.com
@mollygarris
Thursday, June 12, 14

2. 0 6 . 1 2 . 1 4
Hello.
Thursday, June 12, 14

3. Founded in Chicago in
the midst of the Great
Depression with three
clients, eight
employees and a bowl
of apples.
Thursday, June 12, 14

4. BRAND-CENTRIC
PEOPLE-CENTRIC
Thursday, June 12, 14

5. • Ages 0-18
• Will spend $200B this year
• Will influence $500B of their
family’s spend
• First-gen digital native
Gen Z
Thursday, June 12, 14

6. How does one of Gen Z’s
favorite brands reach them?
Thursday, June 12, 14

7. Thursday, June 12, 14

8. Misunderstood
TV Spot Name:
Thursday, June 12, 14

9. Misunderstood
• Cost- and eco-conscious
• Craves authenticity and originality
• Empowered by digital tools and
social amplification
Photo: Ibai Acevedo
Thursday, June 12, 14

10. 1234Principles to Engage Gen Z
Thursday, June 12, 14

11. Enables:
• Participation not Persuasion
• Clout not Cash
• Curation not Consumption
1
Co-create
Thursday, June 12, 14

12. Thursday, June 12, 14

13. Thursday, June 12, 14

14. Thursday, June 12, 14

15. Thursday, June 12, 14

16. Thursday, June 12, 14

17. Buick Celebrated Surprising Performances
during 2014 NCAA March Madness
• In-studio breakdown and highlight of that
day’s most “Surprising Performances”
during the “Inside March Madness
presented by Buick” post-game show
• Buick display inside of BracketTown at the
championship
• Printable NCAA bracket
• Social media surprise performances
Thursday, June 12, 14

18. Thursday, June 12, 14

19. Thursday, June 12, 14

20. Enabled:
• Participation not Persuasion
• Clout not Cash
• Curation not Consumption
1Co-create
Thursday, June 12, 14

21. Enables:
• Understand Worth not Cost
• Research not Reflex
• Customization not Cookie
Cutter
Value
2Thursday, June 12, 14

22. Thursday, June 12, 14

23. Thursday, June 12, 14

24. Thursday, June 12, 14

25. Thursday, June 12, 14

26. Thursday, June 12, 14

27. Thursday, June 12, 14

28. Thursday, June 12, 14

29. Thursday, June 12, 14

30. Enabled:
• Understand Worth not Cost
• Research not Reflex
• Customization not Cookie
Cutter
2
Value
Thursday, June 12, 14

31. Enables:
• Voice not Silence
• Community not disparity
• Simplicity not complexity
Do Good
3Thursday, June 12, 14

32. Thursday, June 12, 14

33. At age 13,
McKenna Pope used
Change.org to rally
44,000 people
around a gender-
neutral Easy Bake
Oven.
Thursday, June 12, 14

34. The Result
Thursday, June 12, 14

35. Thursday, June 12, 14

36. Thursday, June 12, 14

37. Thursday, June 12, 14

38. Thursday, June 12, 14

39. Enabled:
• Voice not Silence
• Community not disparity
• Simplicity not complexity
DoingGood
3Thursday, June 12, 14

40. Enables:
• Fame not forgotten
• Self-expression not Suppression
• Inclusivity not exclusivity
Freedom to Be
4Thursday, June 12, 14

41. To introduce the
Beyonce Super Bowl
Halftime Show, Pepsi
crowdsourced fan
photos to make a video
intro. 50 fans won a trip
to the Super Bowl.
Thursday, June 12, 14

42. Thursday, June 12, 14

43. Thursday, June 12, 14

44. Thursday, June 12, 14

45. Thursday, June 12, 14

46. Thursday, June 12, 14

47. Thursday, June 12, 14

48. Thursday, June 12, 14

49. Enabled:
• Fame not forgotten
• Self-expression not suppression
• Inclusivity not exclusivity
FreedomtoBe
4Thursday, June 12, 14

50. 1234Do good
Freedom to Be
Value
Co-create
Thursday, June 12, 14

51. Agency Playbook
Research / Trend Reports
Social Listening
Social Networks
Thursday, June 12, 14

52. 0 6 . 1 2 . 1 4
Thank you.
Molly.Garris@arcww.com
@mollygarris
Thursday, June 12, 14