DUBAI: Publicis Groupe Middle East, in partnership with Snapchat, on Tuesday launched Youth Studio, a hub designed to provide marketers with exclusive insights about young audiences, specifically Gen Z and Gen Alpha.
Jennifer Fischer, chief growth and innovation officer, Publicis Groupe Middle East and Turkiye, told Arab News: “Saudi Arabia has the youngest population in the GCC and one of the fastest-moving economies in the region. That combination means brands and government entities can’t afford to rely on outdated assumptions or global reports that don’t account for the cultural nuances here.
“Youth Studio is our answer to that, built for the depth and pace this region requires.”
Fischer described the studio as a “living ecosystem” combining data, research and creativity rather than a “physical space or a static platform.”
Youth Studio consists of four key dimensions: A specific methodology; insights based on real-time data; a community of more than 400 Gen Z professionals from Publicis Groupe, with a smaller group identified as “heroes” who help validate the work; and a modular toolkit.
