Shaftesbury and Youth Culture Launch Digital Agency to Reach Millennials

/ Jun 4, 2014

Shift2

Production company Shaftesbury and agency Youth Culture have launched Shift2, a new digital agency focused on making and marketing digital content on YouTube.

The new co-venture will create all kinds of branded content on YouTube, from how-to videos to scripted, more commercial-like programming. It will also use YouTube analytics to figure out how to best optimize a brand’s reach and impact on the digital video platform.

Kaaren Whitney-Vernon, CEO of shift2, acknowledged the cultural change leading to their business model. “There has been a shift in the way millennial consumers buy products,” she said in a statement. “A brand story helps connect the decision path. It’s not about pushing this content out during campaign flights, but about engaging people during the process with a great story.”

Shaftesbury will oversee content creation at the new agency via its digital division, Smokebomb Entertainment, which was behind shows like “Totally Amp’d,” “Backpackers,” and “State of Syn.”

Meanwhile, Shift2 already has locked in several clients, including Vervegirl, Kimberly-Clark, and Geometry Global. The agency has offices in Toronto and LA.

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