TITLE

FCB puts looking glass on kids' digital world

AUTHOR(S)
Snyder, Beth
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents the findings of a marketing study conducted by FCB Worldwide regarding the role of technology in play, fun and learning in the lives of 6-to-11-year-olds, in February 2000. The agency applied its Mind & Mood methodology in its Digital Wonderland study. Six months and 40 global workshops later, the Mind & Mood team is ready with a presentation revealing that kids grow up faster, mimic adults earlier and value videogames as much as past generations valued television. One of the key findings of the research is that in the technology-driven, get-more-done economy, kids have trouble stretching their imaginations. While FCB conceived and executed the digital project in-house, the agency has already shared the results with some clients including Mattel and Nabisco Co.
ACCESSION #
2751401

 

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