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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

McCann creates website to decode Gen Z speak for marketers

Cornerstone of communication is understanding your interlocutor

20/06/2016
in News
2 min read
McCann creates website to decode Gen Z speak for marketers

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: DigiDay

You should’ve come thru to that party this weekend, it was lit. And zayum, Lindsay got the biggest glow up. Mondaze man, I’m seriously feeling it.

If we lost you there, you’re probably not fluent in Gen Z. But don’t worry, McCann Worldwide’s new Urban Dictionary-inspired site can be your guide.

AtoGenZ.com is the agency’s attempt to get marketers up to speed with the demographic, decoding Gen Z slang such as “on fleek,” “bae” “zayum” and “Mondaze.” The website contains a glossary with definitions of 75 terms that McCann Truth Central — the agency’s global intelligence unit — encountered while researching and conducting interviews for its latest study, “The Truth About Youth.” Each term is also illustrated by a video, with a member of the demographic explaining the term.

Here’s, for instance, what “zayum” means:

“In the course of our research, some of these words kept popping up over and over again and we were fascinated by them,” said India Wooldridge, senior vp and director at McCann Truth Central. “We wanted to highlight them and bring some of the findings of our research to life in a fun and interesting way.”

The study was based off of 33,000 interviews across 18 countries, and both the study and the website were put together by a team of 18 members of a global team. Apart from definitions and videos, the website also has a quiz where people can test their knowledge and an upload feature, where people can submit their own terms and videos to be included. The hope is that as the site gains traction, people will be encouraged to share more terms and it’ll be “a living, breathing, evolving dictionary.”

“Youth language and culture moves so quickly, so it was important for us to have an upload function to keep the site updated,” said Wooldridge. “Since the study is global, we hope to make it even broader — beyond just the English language.”

While some terms such as “bae” and “on fleek” may be comparatively played out — having already been coopted by brands — a few of them such as “glow up” and “zayum” are quintessentially Gen Z, said Wooldridge. The agency also plans to set up an Instagram account, to both showcase the terms and memes around them as well as capture and share user-generated content that people share with it.

Tags: Gen ZMcCann Truth Central
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