PHD USA, an Omnicom Group agency, hosted a six-month fellowship to provide 7 students at UGA Grady College of Journalism and Mass Communication with multidisciplinary marketing communications experiences that focuses on the growing convergence between public relations, marketing and advertising and its affect on the Millennial generation.

1. PHD
Creative Collective

2. group pictures
the grady bunch

3. Understanding Hot-Technologies
Context, Content & Devices
The Ever-Presence of Digital
Multimedia Viewing of TV Content
Facebook
Storytelling
Media vs. Creative Agencies

4. MILLENNIALS &
Curate
Media
Create
Conceive
Perpetuate
Initiate

5. Canadian-American. Unofficial Massage Therapist.
Wannabe Barefoot Contessa.
I’m a Millennial and I
[tweet] my personal montage.

6. North Carolinian. Concert-Goer. Football Fanatic.
I’m a Millennial and I
[ ]
explore
my personal montage.

7. HOT
understanding
technologies

8. How do young adults learn about the
cool new thing in technology?

9. “
I purchased my first
smartphone out of peer
pressure and the desire
to be ‘with it’.

10. Socialgraphics
The Network Effect
Crowdsourcing
Innovation Influencers

11. Simplicity Is Key

12. How do consumers decide what makes
something blow up?

13. Tastemakers
Communities of Participation
Unexpectedness

14. Tastemakers

15. Communities of
Participation

16. Unexpectedness

17. The Age of the Feed
Internal Validation &
The Fear of Missing Out

18. What are the types of relationships that
Millennials have with their devices ?

19. Laptop. Tablet. Smartphone

20. Laptop
The Baby & Retail Catalog

21. Container of Precious Information
Toolbox of Applications

22. Portal to the World of Internet Commerce
Product Recommendations
Bang for Your Buck

23. Tablet
A Luxury & The Entertainer

24. Glorified iPhone
Center for Living Room Entertainment

25. Smartphone
The Buddy & The Fifth Limb

26. Fabric for the Modern Relationship
Determination for Communication

27. Necessity for Life
All-Encompassing Device

28. Enabling & Disabling
Technology Reflects Our Values
Over-Saturation
Interrupted Human Interaction

29. Military Brat. Animal Lover. Beer Connoisseur.
I’m a Millennial and I
[ pin ] my personal montage.

30. &Devices
Context
Content

31. How does the context and content of an
ad affect how young adults perceive it ?

32. On-Demand

33. prior product tastes
More receptive to new products if found on sites that are
based on previous preferences.

34. “
If I find something I like on
Pinterest, Wanelo or Etsy, I’ll
save it for later, even if I’ve
never bought from that brand or
shop before.
More receptive to new products if recommended.

35. How do Millennials perceive
infomercials and direct response?

36. “
I don’t really pay attention
because I don’t believe any of it
”
anyway.
Millennials are skeptical of infomercials. They lower
our opinion about the brand.

37. Guilty Pleasure Entertainment
1-800-CheapProduct

38. What types of ads make Millennials look at
brands in a favorable light?

39. The Power of Celebrity
Similar Strangers

40. Thor Doppleganger. #mrhashtag. Wood Worker.
I’m a Millennial and I
[filter] my personal montage.

41. ver presence
E
ofDigital

42. How effective is a digital billboard vs. a
standard billboard?

43. “
Digital ads can be
updated often... that could
”
be put to use.
Ads with relevant information can leave lasting impression.

44. #sftb

45. What are Millennials’ perceptions of
digital screens?

46. “
I feel like a lot of the
screens in retail locations
”
are just clutter.
Millennials don’t like clutter. Eliminate the noise.

47. Streamline Retail Process
Offer Incentives & Helpful Information
The Creation of a Digital Community

48. Do digital elements affect
Millennials’ perceptions of a brand?

49. The Creep Factor
Opt-In to the Network

50. Fashion Blogger. Half-Filipino. Game Of Thrones Junkie.
I’m a Millennial and I
[blog] my personal montage.

51. &video
television
content

52. How do we engage with video entertainment?

53. “
I like to marathon, but if I
really like a show, like
“The Walking Dead” I don’t
want to miss out.

54. on-demand command
engage through relevancy

55. What devices do Millennials use to watch TV?

56. “
I can just hold it. I don’t
have a TV in my room so
my laptop is my TV.

57. laptop is king
comfort in scaling back

58. Are cable & TV networks still
important to us?

59. “
It came with my lease, but I
feel like I’d still buy it because
it’s cable... I wouldn’t know
”
how to live without it.

60. “
I’ll find shows
illegally if I can’t find
”
them anywhere else.

61. What types of behavior occur during
multi-screen viewing?

62. “
If I’m watching TV on a TV,
then I’m usually not paying
attention. I’m on my iPhone
or my laptop. But if I’m on my
laptop, I’m pretty focused.
Partnering with social media and offering exclusive content.

63. reactions to distraction
attention with apps

64. Content Watchers > Content Makers
challenges: time, interest & creativity

65. World-traveler. Future Food Critic. Sleep-lover.
I’m a Millennial and I
[update] my personal montage.

66. facebook

67. Text
Is our relationship with Facebook changing as
it continues to evolve?

68. “
It’s not all about how
Facebook is changing, but
”
how I’m changing too.
We still use Facebook, but not in the same way.

69. Is Facebook still always open in a browser
on our computer or phone? Is it as cool as it
once was?

70. “
I’m not as interested in it as
I used to be... 3 or 4 years
ago it would have been my
homepage.
Facebook is not as cool as it used to be.

71. Who are those that are using it less or
perhaps not at all?

72. “
I have push notifications for
my close friends, but if not, I
don’t care. I try to avoid it
most of the time.
Millennials are moving away from Facebook.

73. Is there a different form of social
media that is taking it’s place?

74. she said
he said

75. New Facebook
AGAIN

76. Music Lover. Purple Lover. Snapshot Lover.
I’m a Millennial and I
[sync] my personal montage.

77. Storytelling

78. Do young adults want to have a relationship
with brands? Do these relationships exist?

79. “
I don’t think about the
relationship I have with them,
but I do appreciate that they are
giving me another way to
connect with their product.

80. Relationships:
People Not Brands

81. Understanding how we use different social
media is key to understand how to engage
with us on those media.

82. “
If you want them [brands] to
listen, you’ll do it on social
”
media

83. Show us.
Don’t tell us.

84. Which channels do Millennials desire to
be reached by?

85. When brands have their own Facebook
page it doesn’t feel like advertising.

86. Personal Interest
Leads to Likes
Like Doesn’t Equal Purchase

87. What makes people identify with a brand?

88. “
Clean, classy, not overly
flashy and down to earth.
”
They just get me.

89. Millennials are unique individuals who want
to be included in the collective community.

90. How do advertisers disaggregate the brand
from the technology?

91. Technology makes it
possible to participate in
your brand’s story.

92. Media
vsCreative

93. How are Advertising agency structures
perceived by future Ad professionals?

94. Narrow View of Media Agency
Creative Equals Creation
Defined by Medium

95. We are Millennials and we
[ ]
update tweet blog pin explore filter sync
our personal montage.

96. Questions?