"Dr. Stewart emphasized the importance of connecting with the Gen Z audience, stating, 'Those audiences were looking for brands to exhibit what we call a fair exchange, where they could see themselves in the communications.'"
"Clifton reflected on the challenges of starting Contender, saying, 'Everybody sees themselves as a contender when you start out. You see yourself as ultimately defeating the champions.'"
Robert Clifton Jr. and Dr. Kristian May Stewart founded Contender in 2021 to address a gap in the advertising industry. They recognized a need for brands to connect authentically with the diverse Gen Z audience, who expect meaningful engagement. Their philosophy centers on creating a 'fair exchange' where audiences see themselves reflected in brand communications. The agency's name, Contender, symbolizes their ambition to challenge established norms and succeed in a competitive landscape, embodying the spirit of striving for excellence.
Read at Rolling Out
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