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 – Youth Marketing and Building a Movement

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Hosted by HerBusiness

On air:

5 June 2013

Click here to download this episode.
Ruby Pseudo heads up her own London-based agency, Ruby Pseudo Consulting, which conducts youth research on behalf of brands.

In this interview, Ruby explains where big brands get it wrong when it comes to youth marketing, when social media works best and she provides advice for startups.

 

Listen to this herBusiness interview with Ruby Pseudo to learn:

  • How her youth research agency works with clients like Nike, Nokia and The Guardian
  • About her Vivid Sydney session – Build A Movement
  • Whether she thinks social networks and technology empower us to shape our world, or if they are distractions, disconnecting us from a shared, local experience
  • The role that blogging and social media played in the growth of her business
  • Her definition of the word ‘insight’
  • Her favourite aspect of running her own business
  • Advice for other entrepreneurs just starting out in business

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Ruby Pseudo

Ruby Pseudo

Ruby Pseudo is a global youth insights agency. The agency was set up in 2008 by Jenny Owen [AKA Ruby Pseudo]. Before that she was the Consumer Insight & Ideation Manager at Nike UK, a role she retained even after leaving the company, to work with Edelman, as their Head of Brand Culture & Insight. The same day she set up RPC, she joined Wieden + Kennedy as their consultant Youth Planner, working on brands like Nike, Nokia and COI. Ruby is the Global Youth Leader for Insights & Trends agency, Canvas8 and has also written for PSFK, MTV Sticky and Clash Magazine in the past. Ruby is currently writing a book called ‘The Estate They’re In’ about kids in council estates across the U.K, as well as working with young entrepreneurs worldwide on their ideas.

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