Targeting the Family's Chief Tech Officer

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Marketers slow to leverage kids’ influence with their parents

On June 6-8, a global agency sent some top execs to the Copperhood Inn and Spa in Shandaken, N.Y., to spend the weekend chatting with 17 teens and tweens, and 14 parents. The goal: to decode what—and who—is driving high-tech decisions in the home.

From Grand Theft Auto to ground connectivity, PDAs to printers and the Sims to SMS, there’s no underestimating kids’ level of sophistication with technology.

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