Name: Latimer Group
Date founded: 2010
Founders: Matthew Hay and Jack Woodcraft
Recently heralded in The Guardian as “Moral Mad Men”, Latimer Group represent a new breed of co-creation agency. The company’s pioneering working method places young people at the heart of campaigns for the government and third sector, big brands and TV broadcast.
But essentially, the business is a solution to a long-standing problem in the UK: youth unemployment, which currently stands at a mere 23.8 per cent.
With the creative industries being a particularly difficult sector for young people to find work in, the company goes above and beyond to rectify the problem.
And with several brands increasingly turning to providers who tick the social responsibility checklist, Latimer Group has garnered high appeal. Some of its customers now include the likes of ITV, Procter & Gamble, Boots and Paul Smith.
Latimer produces cutting edge media content and campaigns. and the authenticity and reach of its co-creation and distribution model is serviced by a network of around 30,000 young creatives. By collaboratively aligning young people and industry in this way, young people experience an inspiring way of developing networks, skills and crucially employment.
“We take the coolest kids in the playground and build our campaigns around them,” said media guru Matthew Hay, founder of Latimer Group.
“There’s a sense in which traditional agencies marketing to youth demographics are sitting in their ivory towers, trying to guess what the kids in the playground are talking about,” he explained. “Here our working model is co-creation. We have young people in our agency working on content every step of the way, from development through to production.”
Latimer Group also produces content and campaigns that “engage youth audiences” on topics and problems faced by their audience group. This is then distributed to “key influencers” such as media outlets and bloggers.
The method has disrupted the world of advertising and the firm have now secured big campaigns with some of the largest global brands around. This has included a campaign in partnership with Nike, DFID and Unicef, the most controversial film on Channel Four this year “Going to the Dogs” (produced by Latimer) and being a preferred provider for Mediacom and The Guardian.
The company’s three business strands are all turning a profit, and Latimer has already exceeded targets for this year. With a strong pipeline and market position, Latimer Group is well placed to capitalise on a significant and constantly growing addressable market as co-creation becomes an increasingly central feature of the brave new world of advertising.
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