James Layfield is featured in today's article in Marketing Week,
Mini Marketers should be treated with Kids Gloves:'With concerns about using children for peer-to-peer marketing being voiced in Whitehall, brands are under pressure to demonstrate they are handling this youth channel responsibly or risk a backlash....
James Layfield, Managing Director at agency The Lounge Group, says its research on teenage consumers and people in their 20s indicates that brands do not need to promote their products in a “drug pusher fashion”.
His advice is to “produce something brilliant and they’ll talk about it.” (see How To Use Youthful Brand Ambassadors).'
