Time Magazine describes them as the “most threatening and exciting generation since the baby boomers brought about social revolution, not because they’re trying to take over the Establishment but because they’re growing up without one”.

Millennials have grown up in the midst of a modern-day Industrial Revolution– an “information revolution”. Technology has empowered them beyond all imagination and given them the ability to compete against big organisations like never before. As Time Magazine puts it, it’s “hackers v corporations; bloggers v newspapers; YouTube directors v studios; app makers v entire industries”.

In truth, Millennials don’t need us.

So, if they don’t need us . . . Where does this leave brands? How on earth do they reach this demographic?

And it is certainly a demographic worth reaching when you consider that they’re expected to spend more than $200bn annually from 2017 and over $10trn in their lifetimes making them the largest consumer generation in history.

According to The Economist, Millennials are a subset of “Gen-Narrators”- a powerful cohort of influencers and sophisticated media consumers who “customise, curate and remix” content to make it their own.

As a result, they are less prepared to trust traditional advertising and media. As digital magazine NOO points out, they need “one-line” marketing. In other words “campaigns that are connected with them online and offline but which are, most importantly, in line with them”.

So, where do you start?

Some companies are turning to specialist agencies to devise strategies that will directly reach young people but the majority of companies are lagging behind– leaving a golden opportunity for the taking.

As The New Economy expertly summarises, “if a company is willing to put in a little time and effort to get to know these kids then, with a bit of hard work, their consumers will want to buy into their product and commit to their brands loyally for life”.

Sounds great but what now? Meet Fully Focused.

Earlier this year, we started working with Fully Focused Productions– a not-for-profit, youth-led media organisation comprised of highly talent creators generating content and making marketing campaigns and films that connect directly with young people.

Having received commissions from a number of high profile organisations, such as The Amy Winehouse Foundation, Teach First and Public Health England, and having worked with icons such as Dame Vivienne Westwood, Fully Focused is keen to broaden it’s reach to secure commissions directly from brands and media agencies.

We were tasked with overhauling Fully Focused’s visual identity to reflect their unique youth-led approach and showcase their talent and expertise.

Initially drawing on the codes of French theatre, we have produced a creative and professional sales presenter that perfectly captures its ethos and spirit, showcases its impressive portfolio and proves that when you want to target today’s young people, all you really need to be is Fully Focused.