MISCHIEF LAUNCHES CL!CKBAIT

cl!ckbait is Gen Z insight for brands, by Gen Z, and their biggest influencers

Emily Gosen, Jordan Mulvaney, Nader Ghahreman and Liv Matterson will lead the new operation

MHP-owned creative comms firm Mischief has launched Cl!ckbait, a cultural insights arm for clients, set up to be “about Gen Z, by Gen Z”.

The ‘youth division’ is intended to help clients understand, authentically engage and resonate with Gen Z, as Mischief says 85 per cent of the new briefs it receives are now centred on Gen Z and Gen Alpha.

Beyond traditional research, Cl!ckbait is intended to provide “cultural intelligence, lived insight and strategic guidance rooted in real Gen-Z behaviour – not stereotypes”.

The four-person team within Mischief will be led by culture strategist Jordan Mulvaney, supported by creative director Emily Gosen, digital account director Nader Ghahreman and senior account manager Liv Matterson.

Cl!ckbait will revolve around a digital insights platform, which manages perspectives and provides commentary for clients via “a community of creators and cultural insiders”. This information will be used to “fuel client workshops and creative strategies”, Mischief said.

Mulvaney explained: “Gen Z are busy figuring themselves out while brands are busy trying to define them – and that’s where so many go wrong. Too many treat Gen Z like one hive mind, and because of that, they’re missing the mark.

“Cl!ckbait exists to understand the contradictions [...] and nuances of 20-somethings and turn that into cultural and commercial impact.”

Charlotte Brooks, managing director of Mischief, said: “Gen Z isn’t a single audience – it’s a universe. Brands need more than data to reach them; they need context, connection and cultural fluency.

“The Cl!ckbait division and digital platform help bridge the gap between culture and commerce, ensuring ideas move at the speed of the feed without losing sight of purpose.”

Mischief, part of MHP Group, has worked with brands such as Coca-Cola, Just Eat, Channel 4, Samsung, Ocado, Diageo and E.ON.

This story originally appeared in PRWeek.