Two Former ViacomCBS Execs' New Consultancy IF7 Will Help Clients Reach Gen Z

The business acts as a gateway for brands to connect with a generation that prefers ad-free spaces


For Harley Block and Michelle McAlear, helping brands authentically reach Gen Z has been the focus of their careers. Effectively connecting with this coveted demographic has proven to be challenging, and has left many brands looking for guidance and expertise on where to focus their resources.

“Brands are having the awakening that Gen Z is the most powerful cohort—period—and we need to be talking to them. But how you do it and where you do it and when you do it are the most critical pieces,” Block, IF7 co-founder and CEO told Adweek.

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