Karmarama Opens Youth Insight Agency KID

In the UK, comms group Karmarama is extending its youth capabilities with the launch of a youth insights agency called KID, founded and led by Senior Planner Jono Holt.

Karmarama is part of the Karma Communications Group. The group also includes consumer behaviour specialist Crayon, which owns MR and insights consultancies Walk a Mile and Crayon CI.

KID will gather consumer understanding in a bid to help brands 'keep pace' with the youth market, defined as age 16-29, and has already developed relationships with young journalists and trendsetters, in order to establish a youth network across the world.

Holt (pictured), who has worked for the group since 2007, becomes Managing Director of the new agency. Before joining, he was a Strategist with communications consultancy Naked.

Explaining the reasons behind the launch, Holt said: 'We're here to help brands be more useful to the lives of young people. We set out to help our clients understand their audiences in the most interesting ways and as a result then develop ideas that young people really care about.'

Web site: www.karmarama.com .