Almost 40 lead marketers who braved the atrociously wet weather attended our PULSE early morning Breakfast Briefing on Wednesday in the Sky Suite at the Raddison Hotel, Golden Lane.

Leo Moore, Strategic Planning Director shared the key insights generated from friendship groups of 18-26 year old college students and first time jobbers. The research approach also involved speaking to key influencers from the music and entertainment industry.

Above: Leo Moore begins the presentation.

A number of superb insights were reviewed and included a labeling of this generation ‘Cheapomaniacs’ – they know exactly where to get free music and cases of beer for €19. Many of this group admire those who are famous for actually doing something rather than being famous for fame sake. They were critical of poor advertising and expect and demand ‘surprise’ and ‘relevancy’ with many brands ‘trying too hard’. Overall, they remain positive and upbeat about the recession and always have the option to head off traveling until this place ‘sorts itself out’.

Above: Sarah Maher, Teresa Cusack and Sheila Caulfield from The National Cancer Screening Agency, Andrea Galligan and Martina Stenson, UM.

Above: Orlaith Blaney with Clare Duignan, Managing Director, RTÉ Radio.

Above: Sarah Maher, Martina Stenson (UM) and Leo Moore.

If you are interested in finding out more about this piece of research, please email Aoife.Murphy@mccann.com