Whether you had a “brat” summer or spent it being “very mindful and very demure,” chances are you couldn’t get away from the chokehold of Gen Z’s impact on pop culture if you tried.
With an increasing amount of brands vying for the attention of Gen Z entering the chat at a breakneck pace, it’s fairly safe to say agencies currently lacking a solid strategy to connect with this increasingly influential consumer will soon find themselves left on “read.” (#IYKYK)
For the team at Carson + Doyle, Gen Z is their DNA. The agency—founded by Managing Director Charlie Naus and Creative Director Thomas Brazier as a side hustle while they were in college to help their entrepreneurial peers promote their budding businesses—was indeed born out of a need to help the generation find ways to market to each other.
Seven years later, the indie that initially struggled to keep up with the traditional shops now finds itself ahead of the pack with its ability to identify market trends, capture the zeitgeist in real-time and get the most advantageous returns for its clients before the buzz dies and/or less savvy competitors jump on the bandwagon.
IAN caught up with Charlie, Thomas and New Business Lead Megan Derrever to find out what the secret sauce is to reaching Gen Z. Read on to find out why you might already be too late in posting that “brat” inspired campaign that might’ve gone through a thousand legal changes before final approval. (Seriously. Let it go. It’s dead – you can thank NYC Mayor Eric Adams for that.)
Watch the interview
Agency stats
- Founded: 2017
- Location: Denver, CO
What the agency is best known for
The agency is best known for their success connecting brands with the Gen Z audience by creating authentic, engaging, timely and high-impact content intended to inspire action for clients including Spotify, Red Bull and Snapchat.
What the agency’s core strengths are
Although they’re technically Zennials, Carson + Doyle’s culturally tapped-in team are uniquely primed to be Gen Z whisperers for brands. Their ability to quickly identify, adapt to and capitalize on emerging trends and advise brands on how they should and should not engage with them can mean the difference in whether your brand goes viral for all the right reasons or suffers embarrassment and potential “cancellation” (also presumably for all the right reasons).
Why the agency loves being indie
Everyone loves being able to do the work they enjoy and having the autonomy to work with the clients they want. That rings even more true for an agency that was born as a disruptor filling a need for their peers and engagement-hungry marketers.
Why brands should work with this agency
Carson + Doyle’s direct pipeline into the minds of the most coveted market is a boon for any brand that wants to leverage their sway to connect authentically with this audience or avoid a potential PR nightmare.
Why talent should put this agency on their list
Talent looking to learn the business and not looking to be boxed into a specific role can thrive here, where this small and nimble team jumps in to meet needs that may arise across departments–be it creative, social media or new business.
Marketer shout out
- Samantha Johnson, Senior Director of Brand and Communications, Spirit Airlines
- Jim Sabia, President and Executive Vice President, Beer Division, Constellation Brands
- Carmen Nestares, Vice President of U.S. Prime and Marketing Tech, Amazon
“I think Spirit Airlines could totally pop off with Gen Z!”—Charlie Naus
Learn more
- Find Carson + Doyle Here
- Carson + Doyle on Instagram
- Carson + Doyle on LinkedIn
- Charlie Naus on LinkedIn
- Thomas Brazier on LinkedIn
- Megan Derrevere on LinkedIn
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