Rocket Fuel: Youth Marketing

Speaking the Language of Youth

A series of conversations at the intersection of Commerce, Culture and Creativity with a focus on youth and marketing.Each week, our host James Erskine (CEO of Rocket, Podcaster and Entrepreneur) will be joined by guests

Informing the Youth: Challenges, Tone and Precision (Anna Bassi, The Week Junior)

Season 2, Ep. 18
Anna Bassi is the Editor-in-Chief of The Week Junior: a digestible current affairs magazine for children published by Dennis Publishing.Having gained a weekly readership of 93,000 despite launching a mere five years ago, The Week Junior has quickly become ‘Britain’s fastest growing children’s magazine,’ Junior’s aim is to empower children to be more informed, curious and engaged through their curation of safe and accessibly presented facts, information and stories. This year, The Week Junior launched in the U.S and has already captured the attention of 43,000 subscribers, demonstrating that not even a pandemic can slow them down.Anna Bassi is the Editor-in-Chief for The Week Junior. After completing her postgrad in publishing, Anna serendipitously found herself in the world of children’s publishing, working for the likes of Redan Publishing, The BBC, Eaglemoss and Egmont thereafter. From her time in the industry, Anna has developed a laser focus on the interests, trends and developments of young people.Topics of discussion include: Anna’s journey and inspiration, The Week Junior’s business model, Junior’s demographic, relating to youth, Junior’s USPs, and the do’s and don’ts of writing for a young audience.This is Anna Bassi’s Rocket Fuel.———————Follow James @JamesErskine ( with James on LinkedIn ( Rocket @WeAreRocketHQ ( Rocket on LinkedIn ( Anna on Twitter with Anna on LinkedIn

Reimagining Schools for Creativity (Jonty Archibald, Global Academy)

Season 2, Ep. 17
Jonty Archibald is the principal of the Global Academy: a university technical college designed to equip young people for a career in the media and entertainment industries.Though still in its infancy, the Global Academy has already redefined what a school is and can be. Global provides 14-19 year olds accessibility to study oft reserved for university subjects, such as computer science, digital media, art and drama, within a learning environment that is state of the art and believes that the education of “every child matters.”Feeling disengaged from his own schooling, Jonty Archibald now finds himself as the leader of the kind of school he wished he could have attended as a youth. As principal, he brings his knowledge of education and industry together, helping to open the gates for young and aspiring creatives.Topics of discussion include: Jonty’s beginnings, creativity, school curriculum, schooling during the pandemic, online learning, the role of education, and how the youth have changed.This is Jonty Archibald’s Rocket Fuel.———————Follow James @JamesErskine ( with James on LinkedIn ( Rocket @WeAreRocketHQ ( Rocket on LinkedIn ( Global Academy @TheGAcademy Global Academy on Instagram Global on Facebook

The Evolution of Gaming (Lee Kirton, Bandai Namco Entertainment)

Season 2, Ep. 16
Lee Kirton is the Marketing and PR Director for Bandai Namco Enterainment, UK & Ireland.The technologies powering video games aren’t the only facets of the industry constantly on the precipice of evolution. Indeed, as the medium developed as a resource for learning, problem-solving and interactivity, so did its appeal for more compelling and captivating marketing..Lee Kirton has been on the cutting edge of this upward trend, having provided PR and marketing services for game developers for over two decades. He is also an ambassador for SpecialEffect: a charity aiming to bring accessibility to gaming.Upon merging BANDAI and NAMCO, BANDAI NAMCO Entertinament was born in 2006. They are one of the most prolific developers in the gaming space today, being responsible for franchises such as Dark Souls, Dragon Ball, Ni no Kuni, Tekken, Soulcalibur, and, arguably, gaming’s mascot of mascots Pac-Man.Topics of discussion include: the evolution of gaming, work attitude, video games as pop culture, franchising, competitors, passion and honesty.This is Lee Kirton’s Rocket Fuel.———————Follow James @JamesErskine ( with James on LinkedIn ( Rocket @WeAreRocketHQ ( Rocket on LinkedIn ( Lee on Lee on Bando Namco Europe on LinkedIn

The Future of Social Platforms (Louise Richardson, Pinterest)

Season 2, Ep. 15
Louise Richardson is the Director of Marketing, Europe at Pinterest.Oncean “idiot 21-year-old rocking up to London” - her words, not ours - Louise Richardson has cemented herself as an inexpendable asset, and unabashedly raging fan, of Pinterest. With her formative years being spent at the likes of Mindshare and Snap Inc, Louise brings a razor sharp knowledge of the social media landscape with her to Pinterest, and this week’s discussion.Rather than being a space for highlight reels; what has happened, like so many other social medias, Pinterest is a future-facing social media service, galvanising the inspiration and imagination of its users. Though a late comer to the social media space, relative to the founding years of the biggest social platforms today, Pinterest has captured the attention and admiration of over 250 million people around the world, bringing each of them closer to living the Pinterest ethos of creating a life you love.This is Louise Richardson’s Rocket Fuel.Topics of discussion include: mentorship, diversity of experience and personality, the future of commuting, how Pinterest is different, brand integration and Gen Z/Zoomers,———————Follow James @JamesErskine ( with James on LinkedIn ( Rocket @WeAreRocketHQ ( Rocket on LinkedIn ( Louise on LinkedIn: Louise on Twitter:

A Refreshing Take on Health and Branding (Kara Goldin, Hint Inc.)

Season 2, Ep. 14
Kara Goldin is the founder and CEO of Hint Inc: a US-based healthy lifestyle company specialising in beverages.Unbeknownst to her at the time, Kara Goldin began developing the blueprint to Hint’s success after being diagnosed with gestational diabetes. Needing a healthy alternative to sugary juices and sodas, she began experimenting with her very own DIY beverages from her kitchen. Today, Kara heads a team of 200, and incorporates a direct-to-consumer model of distribution, fundamentally disrupting the parameters of the beverage industry.Since its founding in 2005, Hint have gone on to become the fastest-growing flavoured water in the US. Beginning commercially in Silicon Valley, then mainstream retailers thereafter, Hint have fundamentally carved out a fresh and interesting space in the beverage market by allowing and imploring their consumer base to order straight to their door.Topics of discussion include: Kara’s journey, consumer habits, competition, youth behaviours, and brand personality.This is Kara Goldin’s Rocket Fuel.———————Follow James @JamesErskine ( with James on LinkedIn ( Rocket @WeAreRocketHQ ( Rocket on LinkedIn ( Kara on Twitter Kara on Instagram with Kara on LinkedIn