Attention
No single channel or schedule defines the audience journey.
Audience strategy
Marketing to Gen Z
starts with understanding Gen Z.
I work with media companies, entertainment businesses and brands on how younger audiences actually behave — and what that means for formats, campaigns and partnerships.
The challenge
The old audience assumptions no longer hold.
Gen Z's attention is fragmented across creators, platforms, communities and entertainment. Social search changes how content and brands are discovered; platform behaviour changes how entertainment is consumed and shared. A demographic label alone does not explain any of that.
Discovery
Creators, social search and communities shape what gets found.
Relevance
Entertainment, participation and platform behaviour shape what feels relevant.
How I work
Audience Insight → Creative Idea → Format, Campaign or Partnership.
01
Audience Insight
Understand audience behaviour, motivations, discovery and platform use — rather than starting with assumptions about age.
02
Creative Idea
Turn those insights into a clear creative direction — from positioning and concepts to content and formats.
03
Format, Campaign or Partnership
Turn the idea into a format, campaign or partnership designed around how the audience actually engages.
Relevant work
Turning younger audience insight into real work.
01
JoomBoos
International positioning and MIPCOM pitch preparation for Croatian Gen Z entertainment platform.
02
ABC Australia
Modernised a classic TV format to connect with younger digital audiences and strengthen its potential for international markets.
03
HolyScreen Media
YouTube and content strategy for a mental health channel designed to reach younger audiences.
04
joiz Studios
Built and led a branded entertainment and content division for a social TV business built around younger audiences, spanning TV, online and social media.
What I can help with
From audience insight to creative strategy.
Audience Strategy
Understanding younger audiences, their behaviour and the shifts that matter for the brief.
Content & Format Development
Developing and evolving formats, content and IP for changing audiences and platforms.
Campaigns & Branded Entertainment
Ideas that connect brands with audiences through content and entertainment.
Positioning
Finding a distinctive position grounded in audience insight and commercial reality.
Strategic Partnerships
Identifying and developing partnerships between brands, media companies, platforms and creators.
Proof & credibility
Gen Z expertise, beyond client work.
I bring this perspective into industry programmes, talks, workshops and teaching.
Gen Z Decoded: Digital Training Day · Cardiff
Commissioned by Media Cymru to curate and moderate a full-day industry programme, including a presentation on what TV producers can learn from Gen Z’s platform-native storytelling and audience engagement.
Copenhagen TV Festival
Presented on why Gen Z is not lost to television — and what the industry can learn from changing viewing behaviour.
Unboxing Gen Z · Rio2C, Brazil
Presented on what brands can learn from Gen Z’s approach to storytelling and branded entertainment.
IPXchange · Cologne
Curated and moderated the programme in 2023 and 2024, alongside presentations on Gen Z, branded entertainment and the creator economy.
Fremantle Global Entertainment Development · London
Presented on Gen Z, digital platforms and the next generation of media consumption.
Keep reading
I write about this in TV Futurist.
TV Futurist is my ongoing read on the shifts reshaping entertainment — audience behaviour, new formats, creator-led IP, branded entertainment and business models.
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Let's talk.
I work internationally with media companies, entertainment businesses and brands on creative strategy, formats, campaigns and partnerships.