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Here Come the ‘ZEOs’: Inside Edelman PR’s New Gen-Z Project with Harris Reed

The world’s biggest PR firm and consultancy tapped the gender-fluid designer to help lead its “Gen Z Lab,” part-consultancy, part-data hub, to better understand the next generation of consumers.
harris reed speaking bof voices conference
Harris Reed will serve as "ZEO" to the Edelman Gen Z Lab. (Getty Images)
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BoF PROFESSIONAL

For all the attention and money fashion spends to appeal to Gen-Z — creating TikTok challenges, “sustainably-produced” collections and hopefully viral campaigns — executives are often still unsure of how to communicate with the next generation of consumers.

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Unpacking Tiffany’s Contentious New Ad Campaign

The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.

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