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Youth Intelligence in CAA Fold

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LOS ANGELES Creative Artists Agency today said it has acquired market-research firm Youth Intelligence.

The acquisition provides CAA with improved research and trend capabilities. The Beverly Hills, Calif.-based talent agency is aiming to provide marketers with advance insight into pop culture and early opportunities to help build brands through TV, movies, music and other entertainment properties.

Terms of the deal were not disclosed.

"Jane [Buckingham, founder of Youth Intelligence] and her team are simply the best at what they do, identifying market and behavioral trends and ultimately understanding what young consumers want now," said CAA president Richard Lovett. "That's the intelligence our marketing clients want and need."

Youth Intelligence, which was founded in 1996, provides marketing consulting, trend forecasting and market research for companies targeting consumers between the ages of 7 and 35. The nine-person firm has offices in Los Angeles and New York, and has worked with clients such as Levi's, Nike, Bank of America and L'Oreal. Youth Intelligence also works with current CAA Marketing clients Coca-Cola and Motorola.

"There is unprecedented competition for the younger consumer's attention," said Buckingham. "For CAA Marketing clients, and for much of the entertainment industry, this segment is the sweet spot, representing both today's voracious customer and tomorrow's long-term consumer."

CAA's entertainment-marketing clients also include Kmart, Hasbro, Nextel, Procter & Gamble's Tremor division and the Indy Racing League.