In Class Discussion/Activities #3: Look Look Press Kit Critique

L00k L00k's Press Kit

Look Look was developed in 1999 by DeeDee Gordon and Sharon Lee. They use to work for the L-Report together and decided to leave and start their own company. From their press kit I was under the impression that they go out and find original material for their clients in order for trends to become trends. Look consists of 35,000 “trendsetting and mainstream young adults who are there to inform and inspire clients’ most important business decisions.” I found it really interesting that Look Look hirers people to go all around the world looking for people who contain new insight for new trends. The team that goes out into the field to give birth to new trends is called, “the Youth Information Specialists.” According to their press kit, Look Look applies its “part sociologist and part statistician’s cutting edge infrastructure to both inform and inspire.” Either they have a really good publicist or that is really great line they came up with. It is important when dealing with clients who want to make sure to stay updated on current information involving their business. They want to inspire people no only be educated but be inspired to be unique and different.

The Look Look press kit describes youth as a “constantly mutating audience.” So, it is important that their clients to understand youth culture. The youth are the ones that set the trends. Trends arise from the ashes and then fall. Trends kill themselves. What I got from the press kit by Look Look is that The Look Look network is focused on finding trends. They go out into society to find certain people that march to their own drum; a unique person. “The Look Look network doesn’t follow the curve of culture, it swells before it (pg. 5) “The Look Look network connects clients with their target audience, with complete flexibility. The Look Look network emphasizes the importance forging a working relationship with the target audience from the beginning. In other words they strive to connect a client with their desired audiences no matter what.