TCO launch The Mighty-Mighty, a new breed of outdoor and action sports agency
The Mighty-Mighty’s launch clients include Telefonica/O2 and Nike across their Skateboard, Energy and Basketball categories. Phil Young will lead the agency, which will focus on delivering premium storytelling and events outside of more traditional sports categories.
Phil has built a formidable reputation for delivering authentic content, events and marketing activations after establishing himself in the action sports scene as a lifestyle and sports presenter for Channel 4 and as a magazine columnist.
He comes to TCO after three years as creative lead at Factory Media, where he developed the Selfridges skatepark with HTC, campaigns for Ford, Mini, Volvo and Nikon, alongside international activations and global launches for Nike.
“TCO is one the most creative voices in youth and alternative culture,” Phil says. “The opportunity to join the team with The Mighty-Mighty and bring my action and outdoor experience to the business allows us to further deliver exciting brand storytelling to a content-driven audience. As our name implies, at The Mighty-Mighty we’re not afraid to reach for the sky and offer alternative takes on brand stories and activations.”
TCO Co-Founder and Publisher Vince Medeiros adds: “Phil and I go way back. We have a shared history in action sports, and have always said we should work together some day. Well, that day has come. I’m beyond stoked to be able to marry TCO’s premium creative and execution with Phil’s talent, experience and unmatched credibility across actions sports and outdoor culture.”
Q&A with Phil Young
//Mighty Mighty – Why Now?//
//Filmmaker and snowboarding pioneer Phil Young explains why 2018 is the perfect time to launch Mighty Mighty, his new action sports agency.//
What is the opportunity for marketeers who want to get involved?
The average age of someone who watches football on Sky Sports is 43 years old, and it is getting older every year. ‘Alternative’ or action sports offer a much younger and emotionally connected demographic to marketers.
Through Mighty Mighty we give an alternative view for marketers who want to do something different and more engaging targeting an often misunderstood audience. This is a space that offers huge potential to break new ground. Snowboarding is the most watched sport at the Winter Olympics, and the most anticipated new sports coming into the next sSummer Olympics are Skateboarding and Surfing. Why? Because not only are they truly exciting, but we know that with them comes a sense of freedom that oozes with cool and sticks up two fingers to the world. Who doesn’t want that?
Lots of marketers talk about ‘authenticity’ as a key tool for engaging younger consumers. Do you see that as being a driver in people working with Mighty Mighty?
Action sports have spent the last 40 years developing and maturing, and what we’ve seen is that these sports often don’t inherently have any rules. The only rule is actually authenticity. The sports themselves are by their very nature freestyle and creative. They are platforms for self-expression and creative exploration, not just in how they are performed but how their respective cultures resonate through street style and attitude. So if a brand can ensure authenticity by working with the right partner, they have an opportunity to do something fresh, new and exciting.
Marketeers may not be so easily connected to this world. How are you going to overcome that, and how do you see action sports fans behaving differently from a mainstream football audience?
One of the key priorities for launching Mighty Mighty is to offer brands a credible connection to alternative sports, which we believe offer much higher engagement than traditional sports. If you’re watching a game of football, you are passive; you have an emotional ride but it is totally outside of your control. With surfing, skateboarding, bikes, snowboarding and the like, most fans are also participants. If they don’t land a trick or it doesn’t’ ‘click’ that day, they have a bad day.
They are solely in charge of the actions and of the emotions they generate. Ride smoother, link tricks, learn something new and they win. The rewards from action sports are immediate. Our audience are participants; they take the knocks; they have the highs and lows and they come back for more. Their emotional investment is far greater and so is their desire to connect with and see others get those highs and live vicariously through them.