How Does A Jax Beach Advertising Agency Sell To Millennials?
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At 33 and 34, Autumn Berrang and Taylor Harkey are the oldest people in the office at Adjective & Co. — on the oldest fringe of the Millennial generation, which the advertising agency focuses on.
How Does A Jax Beach Advertising Agency Sell To Millennials?
At 33 and 34, Autumn Berrang and Taylor Harkey are the oldest people in the office at Adjective & Co. — on the oldest fringe of the Millennial generation, which the advertising agency focuses on.
It's all about the adjectives.
At 33 and 34, Autumn Berrang and Taylor Harkey are the oldest people in the office at Adjective & Co. — on the oldest fringe of the Millennial generation, which the advertising agency focuses on.
That allows the Adjective & Co. principals to “bridge two generations,” Berrang said, and create content that appeals to millennials but isn’t a turnoff for older generations.
“We just find that the millennial target audience is where the keys lie to the funnel of generations,” Berrang said.
Berrang and Harkey joined Adjective & Co. about four months ago, when it was Void Creative. At the time, the agency was under the same management as Void Magazine: There wasn’t a clearly defined boundary between the two entities, which are both owned by Void Media.
“We wanted to convey to our clients that the agency side was a large focus,” Berrang said.
Since coming on board, Berrang and Harkey have increased the staff from three to eight full-time employees.
So, what does Adjective & Co. do that speaks specifically to millennials? It uses, well, adjectives.
“Millennials don’t want to be sold things — they want to be sold an experience,” Berrang said. “And adjectives are way to describe those experiences.”
The Players Championship engaged Adjective & Co. to do just that: Sell millennials on the tournament experience, said Matt Rapp, executive director.
“You can’t advertise to [millennials] in a traditional sense — they don’t like a hard sell,” Rapp said. “You have to market the experience and be entertaining so they’re looking at it and not just rejecting it out of hand because it’s a pure sales pitch.”
For this year’s tournament, Adjective & Co. have created a VIP area at the tournament called the Blue Room, which will feature food from local restaurants and different branding for each day to “create a different experience for each day,” Berrang said.
Rapp said his experience with Adjective & Co. has been “fantastic.”
“They understand what makes millennials tick very, very well,” Rapp said. “It’s a three-legged stool. It’s understanding the millennial mind almost implicitly, having the creative that can reach them and being extremely professional.”