The Irish division of Edelman Worldwide PR is to create a new youth division called New Youth Communications (NYC) specifically targeting 12 to 24 year olds. Backed by research conducted for the company by UCD, the agency found that marketeers are out of touch with the youth market who are often unreachable by conventional media.

They also found that teenagers not only have significant independent purchasing power but that they can be encouraged to form brand loyalties that will carry over into their adult years.

Banks and financial institutions are already wise to the loyalty forming potential of the late teenage years as is clear from their annual drive to sign up third level students but Edelman's research found that children as young as 12 have significant purchasing power and make their own informed decisions. According to Mr John Mahony, managing director at Edelman Worldwide's Irish office, the classic mistake marketeers make with this age group is that they plan too far ahead. "Our research has shown that marketeers frequently make annual plans which doesn't work for this age group," he says. "Their icons and influences can change radically as often as every quarter."

In addition to researching the target age group NYC have also put together a panel of "youth experts" drawn mainly from the Irish fashion and music industries which will act as a sort of youth barometer. NYC will conduct an annual survey supplemented by quarterly research which will be available to Edelman clients but which can also be bought by companies with youth oriented brands.

The new division will be headed up by Ms Sinead Hewson who according to Marketing Magazine will reveal the results of the company's first round of research at a conference on March 4 in Dublin which will be called, pointedly, "So you think you're with it".

The Irish office of Edelman Worldwide PR has spent £250,000 developing NYC and the groups offices in Europe, America and Asia Pacific are already showing interest in using it as a template. "This means that thanks to this locally generated template," says Mr Mahony, "marketeers will have access to global youth trends which will ultimately give us a stronger hold on youth culture."