Young Hearts. Brave Minds

HDI Youth Marketeers is a specialist youth marketing company. We connect brands to the youth (aged 3-23), for the mutual benefit of both, and have done since 1996. We are also the largest youth specialists in South Africa (and Africa), and have bases around South Africa and full offices in Kenya and Nigeria.

HDI aims to make meaningful, memorable, measurable differences in the lives and fortunes of youth. We do this is in the schools, streets, malls, stores, homes and communities of urban and rural South Africa. So, we run campaigns, but mostly we build platforms. These are media - and other connection - vehicles created to outlast campaigns, and give more to both youth and brands in the short, medium and long-term. We offer a full range of through-the-line services in the insight and execution spaces.

In order to understand the fast-changing dynamics of youth culture and their consumer behaviour, we keep our clients and ourselves right up to speed with what's happening on the ground. HDI Youth Marketeers does this through platforms like our Junior Board of Directors (JBoD). They are an extraordinary group of super-savvy kids, teens and young adults who act as our in-house advisors; hand-picked through a gruelling recruitment process, they give us opinion-leading views and insight into youth behaviour and culture. Our annual preference and perception study, the Sunday Times Generation Next Survey also provides deep and robust insights that drive client youth strategies. It reveals to marketers how Generation Y perceives their brands: hot, cool, not or what.

At HDI, we understand that marketing to youth is more about marketing with them: it's a dialogue, it's about being brave enough to try and embed your brand into their lives and letting them use (and sometimes abuse) it as they see fit. We love what we do, and get to make magic that creates real business advantage by understanding and connecting with youth.

We work hard to meet their needs: as people, consumers and as influencers, and this has reaped rewards for a host of local and global companies including: Dettol, Pick n Pay, Procter & Gamble, Cartoon Network, Intel, Bakers, M-Net Cares, SAB Reality Check and Nestlé.