MWW Debuts GenZ-Driven Research and Insight Program

In New York, data-driven PR agency MWWPR has partnered with American University's School of Communication to launch a research program called 'Z-Suite', aimed at uncovering insights into the mind of the GenZ consumer.

MWWPR, which has eight offices across the US and the UK, has dedicated teams for insights, strategy, data and analytics, digital and content & creative, with expertise spanning a number of areas such as consumer lifestyle marketing, corporate communications and reputation management. Late last year, it launched a proprietary reporting and metric tool called MPACT.

The new Z-Suite virtual program has been developed to enable PR and communications undergraduate and graduate students to generate ideas for MWWPR's current and future clients. Each month, ten 'Z-Suiters' will receive a series of creative briefs intended to outline an MWWPR client initiative or challenge; and students will then respond with ideas tailored to address that client need. After the submission, Z-Suiters will receive feedback, counseling and mentoring from current MWWPR associates.

MWWPR founder and CEO Michael Kempner (pictured) comments: 'With Generation Z quickly becoming the fastest growing consumer segment, our clients are increasingly looking for campaigns specifically tailored to reach this audience. Our collaboration with American University's School of Communication will better enable our account teams to create innovative client campaigns for Generation Z, by Generation Z. These students will obtain real-world, hands-on experience within the PR industry and be better prepared to enter the workforce upon graduation'.

Web sites: www.mww.com and www.american.edu .