ST. LOUIS—Fleishman-Hillard has formed FH Youth, a new practice that will leverage the firm’s experience in marketing to children and teens to help clients more effectively reach and engage the growing and influential youth segments of the marketplace. Teen and cause-marketing communications expert Alan Rambam has joined Fleishman-Hillard as a senior vice president to lead the practice.
Rambam is the founder of SHiNE (Seeking Harmony in Our Neighborhoods Every Day), one of the most visible and respected teen charities. As SHiNE’s executive director, he spearheaded the development of numerous teen cause-marketing programs with such leading brands as Procter & Gamble, Kodak, Levi’s, MTV, and Nintendo. Rambam
“Alan brings a new dimension to our youth and teen expertise,” said Nancy D. Seliger, senior partner and general manager of Fleishman-Hillard New York. “Many of our clients are very interested in tapping the increasing buying power of the youth market, and we are now in an even better position to respond. Alan has a unique perspective: he understands teens and what motivates them, and can share this input with our clients.”
Fleishman-Hillard has been active in the teen market for many years, but the establishment of FH Youth formalizes the agency’s commitment and focus. - Campaigns developed by FH Youth will combine traditional and nontraditional tactics, such as interactive, grassroots, in-school marketing, events, cause marketing, and street and entertainment marketing.
“Teens are at the forefront of many trends in America and almost every company is looking for a way to harness that power,” said Rambam. “FH Youth brings tremendous expertise to clients, targeting these influencers in ways to build and sustain brands. We understand the motivations of these young people, as well as the social barriers they face. We can keep our clients plugged into their mindset.”
Rambam began his career by forming the youth marketing firm Zoot Suit, and in just three years grew it into a multimillion-dollar agency and division of Gillespie/McCann Erickson, with a client base including Crayola, Tommy Hilfiger, and Toys ‘R Us. During the Clinton Administration, Rambam was appointed as the director for the National Youth Campaign for the White House’s National Campaign Against Youth Violence (NCAYV).