North Castle Forms Digital Marketing Unit

BOSTON North Castle Partners has launched Nextstep, a digital marketing division aimed at the youth market.

The Stamford, Conn., shop, which targets teens with work for Slim Jim and PHisoderm, is hoping to take advantage of the growing importance of wireless technology among the primary demographic.

Headed by digital marketing specialist Jim Davis and agency partner Grant McDonald, Nextstep will use technologies such as cell-phone text and picture messaging to market its clients’ products and services.

Though Nextstep will focus on teenagers in the near term, Davis stressed the unit will not be limited to youth marketing, particularly as teens exert their influence over family purchases of items such as cars and computers.

Independent North Castle plans to introduce this summer a Digital Teen Lab, which will feature the latest technologies in a setting for teens and marketers to test new consumer items.