Saatchi & Saatchi is trying to get closer to the hip, cool web user with the appointment of the street culture 'guru' Kevin Harris as a consultant.
Harris, who has signed an exclusive consultancy deal with Saatchis, joins as E-use consultant. He will attempt to bolster the agency's ability to target a 16- to 25-year-old, street-wise and hip audience.
He comes from a youth-oriented background, having moved to Saatchis from the music label A&E, where he was a talent scout.
Harris believes that simplification of the web is essential. 'You can get a group of web specialists in a room to talk about solutions, but the chances are that what they discuss would go over our heads. A lot of the web stuff has failed miserably because it's not appealing to the people on the street,' he said.
'Most of the big corporations don't have people on board who are trying to understand youth culture, which is constantly re-inventing itself,' Harris added.
Despite his appointment, Harris has had no experience in digital branding or website construction. Saatchis feels Harris can bring valuable consumer insights to its client strategies.
Steven Colgrave, the new- business development director for Europe and Africa, said: 'All the technology is there to make the web a major entertainment and social tool.'
Saatchis is planning to lend Harris' services to clients who need to understand youth culture. The agency's clients include Procter & Gamble, Lloyds TSB, Monster.com and Toyota.