Ogilvy's Next Generation

They’re underage and underpaid. But they have big plans

Since the youth market is so coveted by advertisers, why not let them do the work? On Take Your Sons & Daughters to Work Day last month, Ogilvy & Mather saw the logic there, and drafted 40 kids to become Ogilvy Jr., the newest part of its 360-degree brand-stewardship offering.

Supervised by art director Ken Barrows and copywriter Lauren Gold, the so-called Young Young Guns (a reference to the mentoring program for slightly older creative beginners at Ogilvy) held client briefings, wrote a strategic plan, designed a storyboard and filmed a 60-second spot about Tang, an Ogilvy client.