Universal signs up with GUM to target UK youth market

GUM, Saatchi & Saatchi’s branded entertainment division, has won an account with Universal Pictures UK to explore emerging trends among young urbanites.

GUM, which was established last September, will use its cultural research tool Cult-Geist to identify emerging youth trends across three major regions in the UK.

The tool is designed to capture emerging trends in youth culture using a central network of 1,200 young artists from around the globe.

Lee Daley, chairman and chief executive of Saatchi & Saatchi, says the project aims to assist Universal Pictures in connecting with the youthsavvy market across the UK by developing content and entertainment concepts that are culturally relevant to this target audience.