London biz world not so tough to impress

Morgan_stanley_index A 15-year-old Morgan Stanley intern is the talk of the London business scene after publishing a report detailing the media consumption behavior of his teenage circle of friends. Among the "astonishing" observations: Teenagers aren't regular listeners of radio, preferring sites streaming music; they're watching less TV; they don't read newspapers. Edward Hill-Wood, the 35-year-old head of Morgan Stanley's European media team, told the Financial Times that the report by Matthew Robson was "one of the clearest and most thought-provoking insights we have seen. . . . We've had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day." Aside from generally understood behavior of teenagers today, don't any of these people have first-hand knowledge from sons or daughters or grandchildren? Robson writes that while most teens he knows have signed up for Twitter, "they realize that no one is viewing their profiles, so their tweets are pointless." As for advertising, Robson argues: "Teenagers see adverts on Web sites (pop-ups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them." He does say his friends enjoy viral marketing because it often creates fun content. Frankly, I found the fact a 15-year-old could land an internship at Morgan Stanley more impressive than any of his obvious assessments of teenage media behavior.

—Posted by Noreen O'Leary

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.


Sign up for AdFreak Newsletters

About AdFreak

AdFreak is a daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd.

Click to Subscribe to AdFreak RSS