Mick McCabe from Leo Burnett: Los Millennials are the topic of the day and that shows in the agency´s ads

In Leo Burnett most of the meetings are focused on Millennials, which, according to Mick McCabe, strategy director, is due to the fact that they have become the topic of the day and that shows in the agency´s ads. Leo Burnett works with McDonalds, Coca-Cola, Allstate, Nintendo, Samsung and Esurance. In the last few years, their ads have introduced topics and characters aimed at attracting a younger audience.McCabe says that Millennials are a fundamental audience for all types of brands. This group spends thousands of millions of dollars. “It is the most diverse, tolerant and open generation”, says McCabe. “For sellers, they are the reason for conversations, since they represent what the future will be like”, he says. McCabe says that there is an obsession for having conversations with Millennials and with “the technology they use. What is important for advertisers is the way they connect with that group”.Leo Burnett attempts to tap into this mindset with multi-platform ads that involve social networks. McCabe says that time is key in the marketing strategies aimed at Millennials. This is a generation that wants to be spoken to authentically. He warns it is crucial to speak to them with the right note, with the right subject, at the right time.