Why Invisible Matters
Why understanding internet culture is essential to connecting with today’s 18-35 year olds.
To understand youth culture today is to understand internet culture.
Why Invisible Matters - A joint event by The Marketing Institute and THINKHOUSE
Date: Tuesday 3rd of October 2017
Time: 7.45 am - 9.30 am
Location: THINKHOUSE HQ, Fumbally Lane
As the dark web continues to grow and new codes of internet behaviour emerge built around the anonymous, invisible user, Thinkhouse has identified two distinct internet cultures emerging - a mainstream, visible culture designed around the visible self, and a counter-culture, ‘an invisible culture’ designed around the invisible self.
Join Jane Mc Daid, Thinkhouse’s Founder and Creative Innovation Officer, and Claire Hyland, Head of The Youth Lab, Thinkhouse’s Insights, Strategy & Planning division, for an Insights Breakfast on October 3rd at Thinkhouse as they introduce this new phenomenon and translate these new behaviours into recommendations that can help brands engage with youth audiences in a more relevant way.
Jane McDaid is the Founder and Head of Creative Innovation of THINKHOUSE, the youth marketing agency. With offices in Ireland and the UK, Thinkhouse is single-minded, super focused and fully committed to helping brands understand and connect with 18-35 year olds.
In August 2016 McDaid was listed as one of the ‘Innovator25,’ a Holmes Report list of marketing leaders in EMEA that are ‘Reshaping influence and engagement in an era of dramatic marketing and communications disruption.’
Under McDaid’s leadership, Thinkhouse has hugely influenced the agency landscape with its fast evolving, insight-led, innovative, social-centric, creative culture. McDaid’s unapologetic style, and vision sets her apart from traditional marketeers as she embraces an anti-agency stance on many issues such as ‘awards,’ ‘agency structures’ and workplace culture.
Claire Hyland heads up The Youth Lab, Thinkhouse’s Insights, Strategy and Planning division, with the mission to honestly represent young people and decode youth culture, translating insights into strategies that help clients such as Expedia, Unilever, HEINEKEN Ireland, Electric Ireland and LR Suntory future-proof .
With over 15 years experience in marketing, Claire previously held senior strategy and brand planning roles in agencies in London, New York and Dublin, helping global innovation and marketing teams to re-align their business strategies to embrace 'the connected consumer'. Her passion is helping clients see beyond what is already present, and using insight, logic and creativity, develop roadmaps to unlock growth.