The leading youth marketing consultancy in the Middle East and Africa region.

SPEAKING: Youngberry debating on Japanese TV

Youngberry’s CEO, Tarek Kassar, participated in a debate, part of Global Debate Wisdom program, on whether social media can help democratize a nation when mainstream media gets a  tight up by governments. The debate was recorded through Skype call and broadcasted later on Japanese National TV.

You can watch the video here, also you may check other debaters point of view.

Supporting “World No Tobacco Day”

“World No Tobacco Day”
is observed around the world every year on May 31. We want to show our support to this movement that is intended to draw global attention to the widespread prevalence of tobacco use and to negative health effects, which currently lead to 5.4 million deaths worldwide annually.

At Youngberry, we’re not just going to stop smoking among those who casually smoke, but rather we want to highlight that since inception, we don’t contribute to any brand that promotes direct consumption of Tobacco or Liquor as well as practice of Adultery. We believe that if you know our way to approach, influence, and relate to youth culture, we shouldn’t promote any kind of material that could be harmful to them or damages their career and aspirations. It’s that simple.

Photo by NHZjoker

SPEAKING: Youngberry Moderates a Panel Discussion at BIFEX

Today, we moderated a digital media panel discussion at Beirut International Franchise Forum and Exhibition (BIFEX). This annual forum promotes franchising business in Lebanon for aspiring franchisors and potential franchisees.

The 1.5 hour session had distinguished panelists: Ayman Itani of  Think Media Labs, Omar Manialawy of, and Gerald Lang of  BEM Bordeaux Management School. The session discussed ways of leveraging e-commerce, m-commerce and social media to promote a brand, engage with consumers and increase sales.

The event was organized by the Lebanese Franchising Association and Iktissad wal Aamal Group and we’d like to thank them for their invitation to moderate one of their sessions.

Youngberry engages Lebanese skaters to develop their own identity

PRESS RELEASE // Beirut, Lebanon, May 14, 2010: The Lebanese Skateboarding Association (LSA) has partnered with Youngberry Agency, a youth marketing agency, to engage Lebanese skateboarders of all ages in conceptualizing the association’s new brand identity.

LSA is a non-for-profit, community-based organization for skateboarding enthusiasts in Lebanon that lobbies for the creation of safe public skateboard parks as well as increases public awareness about skateboarding and action sports.

Youngberry, a leading youth marketing agency in the Arab world, has designed a grassroots “Branding Workshop” program to help creative members of the skateboarding community contribute to the formation of LSA’s new brand identity.

The workshop program consists of 3 sessions that place the skateboarders in the driver’s seat as designers to create a successful brand identity for the Lebanese Skateboarding Association.

Through a simplified process, the basics of logo design and branding in general are communicated through brainstorming, ideation, visual conceptualization, sketching, and lively discussions. All LSA members and the entire community of skateboarders from the region and elsewhere will vote on the final logo options produced during the workshop. The voting will take place on LSA’s Facebook page in early June 2012. (

After the completion of the first session, Ghassan Al-Salman, a Lebanese skater, said: “I’m excited that we’re designing a visual identity that represents us, and I’m glad to be a part of this change.”

Patil Tchilinguirian, Art Director at Youngberry and also the instructor of this workshop said: “We have designed the best environment to create and present highly-personalized interactive workshop for brand building among youngsters.” She added: “Now, the following sessions will lead us to a brand identity that best represents its members, audience and culture.”

LSA cofounder, Elias Fayad, said in a statement at the first session: “Since its inception, our organization has been run by its community and we thankfully have this program in place to allow young skateboarders to influence and play a major role in creating the next big thing.”

We Are Young [Video]

In celebration of being YOUNG by Fun.

This version has “all-the-crash” so leave everything on your browser and watch every second in order to avoid being hit by a stupid person with sick bottle.

We reached 1,000 Followers on Twitter

Today, we reach 1,000 follower in a record time. Only our unique and smooth approach how to manage communities was able to help us grow our community around Youngberry brand.

Join the crowd, follow us on twitter

Get Hired to Kill Boring Stuff

We’re looking for a person who can challenge any creative brief we submit to his department and kill any boring stuff in it and transform it to the most creative job. This person should be a highly fueled person with creative thinking and innovative ideas before touching the brush. This person should also be equipped with design nijna tools of Photoshop, Illustrator, and InDesign to execute the job.

If you are interested to work full time on interesting jobs then please drop us an email to tk(AT) with no resume attached but instead a link to your profile/portfolio online.

We are nice people hiring a killer that every agency should have; do something about it: submit your profile or refer a friend.

Facebook Insight Challenge

While we manage brands’ image and conversations on Facebook, we started facing a new facing delays of insight data of the pages. We initially thought we’re the only people facing this issue but it turned out to a global people campaigning against it. So we joined the campaign and wrote an article on, the Middle East’s digital media magazine.

Here is our article: Campaigning Against Facebook Insights Malfunction

REPORT: Optimism & Consumer Confidence in Lebanon

“Optimism is a tendency to expect the best possible outcome or dwell on the most hopeful aspects of a situation.”

You might just have said: No way, no one thinks this way in our daily life. And we could say about you: You are not optimistic even when we’re talking about optimism. Other people who believe in this definition might just have said: I love the feeling of being optimistic.

According to Gallup’s survey of 16 countries in the Arab world, about 9 in 10 residents of Qatar and Oman say their national economy is getting better. Residents of Lebanon, Iraq, Yemen, the Palestinian Territories, and Bahrain are among the least optimistic.

The 92% of Qatar respondents who believe their national economy is getting better likely reflected years of strong economic growth in the country that accelerated in 2011. Below, you will find the list in order of the percentage that says the economic conditions in their country are “getting better”.

On the contrary, Lebanese are among the least optimistic in the region said Clancy Bertane, Consulting Specialist at Gallup, she added on “with 13% saying their economy is getting better, and among the most pessimistic, with 65% saying their economy is getting worse. Although optimism in Lebanon is low, the 13% who say the economy is getting better represents an increase from late 2010 when 7% said their economy was getting better. This suggests that even though Lebanon essentially avoided the global financial crisis, political instability continues to cloud its residents’ economic outlook.”

As a youth culture consultant at Youngberry, I can say that our observations and findings on youth aspiration and perspectives totally support those figures mentioned by Gallup. Young Lebanese are not optimistic about their future due to the sociopolitical situation as well as the lack of good-paying jobs. But, what those numbers don’t reveal, and probably were not intended to, is that young Lebanese are enjoying living day-by-day and fully committed to their current and new daily work as well as social and sporting activities. Therefore, if you talk to a Lebanese if he enjoyed his/her day yesterday, the majority would say they did, but if you talk to them about their future in Lebanon, they would likely say they would like to migrate to a different country.

Furthermore, Lebanon was among the countries that are exceptionally inclining in consumer confidence according to a recent regional survey by and YouGov the Consumer Confidence Index of September 2011. The index analyzes the perceptions and attitudes of Middle Eastern consumers regarding the economy of their countries, their personal financial and job situation, their likelihood to purchase and invest and the employment and jobs market in general.

According to this year’s September index, young Lebanese are willing to spend more on consumer goods. Which means, regardless of the political instability or being pessimistic about their future, they are more likely to spend more on consumer goods now and in the future in a way the optimism percentage is not directly correlated with daily decisions on purchase behavior. This observation supports the idea that optimism can affect on consumer purchase for some consumer goods and can be insignificant on others.

Speaking of optimism in Lebanon, our friends at Born Interactive started 2009 an interesting, un-missable initiative to confront the negative vibes and uncertainty due to the evolving and escalating global financial crisis, it’s called Opt-in-ism. It’s the only initiative of its kind that I know of. I encourage the authors, Fadi Sabbagha and his friends, to regularly write and disseminate optimism around the web and on social networks.

Nevertheless, one initiative can’t solve a generation issue; we encourage more initiatives to compete on changing young Arab’s, and specifically Lebanese, perspectives, fears, ideas, and aspirations in order to create positive thinking and optimistic actions. We promise you to create and launch at least one initiative that supports this movement in 2012.

Now, say this sentence in loud voice:

I’m hopeful and I want to emphasize on the good part of our situation in Lebanon rather than the bad part; I believe that good things will happen in the future.

Top 100 DJs List Released

David Guetta has been voted world’s best DJ in a Top 100 poll conducted by DJ Mag. Armin Van Burren has held the top spot for the last four years, but this year, Guetta knocked him out of the peak position.

Top 100 DJs is the worlds leading DJ Poll that attracts over 600,000 votes a year and have over 10,000,000 people viewing our results every year. The Poll was first introduced in 1995 and is now considered the benchmark for both DJs and clubs who book them.


Support Grini to Grow

Abd-elFatah Grini is the only nominated Worldwide Act from the Middle East to 2011 MTV EMA World Event.

Lady Gaga leads the pack of EMA nominees with six nods, with Katy Perry and Bruno Mars following closely behind with four nominations. Adele, Justin Bieber and Thirty Seconds To Mars are each up for three awards. Other EMA nominees include Foo Fighters, Snoop Dogg, My Chemical Romance, Jennifer Lopez, LMFAO, Jessie J, Beyoncé, Coldplay, Eminem, Arcade Fire, Red Hot Chili Peppers, Far East Movement, Kanye West, Linkin Park, Wiz Khalifa and Kings of Leon.

His Profile on MTV:

Abd-elFatah Grini began singing at the age of 13. He dresses like a rapper or a graffiti artist, but when he opens his mouth to sing, the 26-year-old’s rich voice has the power to transport the listener to back to the debonair days of Mohamed Abdel Wahab and Abd-elHalim Hafez.

It is hard to believe that the hard-working musician, who resides and works mainly in Egypt, has only been a professional singer for four years. It all began in 2007, when he became one of the winners on an MBC talent show called Album Program. Two singles were released in April 2008, resulting in a compilation called Rashed Wa Ahbabou with over 21,000 copies sold. This quickly led to the release of his first official album, titled Ya Khsartak Fy Ellayaly, four months later.

Currently working on his fourth album with MBC’s Platinum Records, Grini has sold up to 30,000 copies of his award-winning albums, and his YouTube music videos have millions of views each. With his upcoming work, he plans to experiment with electronica and fuse modern and classical sounds.

Viewers can vote for their favorite EMA artists, or to Abd-elfatah Grini by visiting

We Just Launched

Today, we have launched a new website for Kassar Sport, a wholesale and retailer in water sport equipments, gear, and accessories. Kassar Sport is 6 years old business company that is based out of Lebanon and operates in the Levant region.

Shhhh… It’s showtime: Kassar Sport Water Sports Destination.

REPORT: Adolescence – Beyond the Stereotypes

An interesting publication was released by UNICEF debates the state of adolescence. The report discusses the words beyond stereotype based on more than 238 essays and letters from youth around the world. This report compiles several daunting topics of discussion about youth worldwide, including the Arab youth:

  • Discrimination and Inequality
  • Poverty
  • Health
  • Migration and Displacement
  • Education
  • Hope and Despair
  • Media and Technology
  • Equality and Ability
  • Abuse, Exploitation and Violence
  • Friends and Family

The presentation is very nice and very-structured, so I will leave you now reading it.

Download here: Adolescence – Beyond the Stereotypes

Interview: Pure Insights from Enovate China + Video

Part of our partners’ showcase, we have interviewed Joey Dembs, senior research analyst at enovate, to discuss youth culture and trends in China.

1. What makes enovate a unique agency that provides insights on youth culture and trends?

enovate was created after identifying a gap in authentic, local knowledge of China’s massive youth market. Our team includes a diverse, international blend of anthropologists, journalists, marketers, consultants, musicians and strategists who are all passionate about discovering more about modern Chinese youth behavior. We go beyond typical market research or trend reporting to offer clients nuanced glimpses into the lives of today’s Chinese youth.

2. You have mentioned in your Youth Fashion Report 2010-2011 that Chinese’s youth follow London’s fashion trends. Is London the dominant source of fashion trends? And what about technology — what inspires youth to follow a specific trend?

London is not the dominant source of fashion inspiration for Chinese youth. However, it is a small fragment of fashion influence that finds its way into the closets of Chinese youth. Depending on the style of Chinese youth, many follow American / European, Hong Kong, or Korean / Japanese styles. For example, Chinese youth interested in streetwear may look to Japanese brands such as Neighborhood or American brands such as Nike. What’s interesting about the transfer of fashion trends into China is that they are subjected to interpretation and filtered through a lens of the commercial marketplace and technology. For example, many brands manufacture their product in Chinese factories. Thus, lower tier cities often see imitation or factory samples within the local marketplace, creating both surpluses of product and a diminished brand influence.

Technologies such as Weibo, fashion curation blogs, and street-shot websites, such as, all offer youth a channel to spot trends for themselves – globally and locally. Popular magazines are often overrun by sponsored “fashion trends” or product placement, making the internet an authentic place to gather fashion inspiration.

3. We know that China has its own version of Facebook, Yahoo, Groupon, etc… The question lies here: Is China’s youth community open to using international services and websites or do they mostly use services provided by local players?

Chinese youth are willing to adopt international services and websites so long as the websites offer services that fit into the digital habits of Chinese youth. The reality of this is that many international web services do not have the necessary local knowledge of China’s internet marketplace to properly compete. Market barriers (government control, Chinese business knowledge) limit the actual amount of international website services to which youth have access. Whether it is an intentional economic government protectionist policy or not, local website services are often given a head start in reaching Chinese youth netizens.

Youth who are willing to access international website services are often driven by a correlating interest, such as design or web development. Youth in these fields turn to international websites that offer more diverse information and inspiration than that which Chinese market can offer. This, additionally, requires knowledge of English or other languages. Maybe, soon, everyone will have a Chinese option on their website. :)

4. How local trends are created in China?

Trends are traditionally defined as a social phenomena or mass adoption of behavior. To identify trends, one needs to observe patterns across society that are driven by similar mentalities. Trends are often subjective to the observer and the interpreter. In this case, we, enovate, are both the observer and the interpreter.

So, while “trends” do not happen organically, like-minded actions, behaviors, and patterns do. It’s our job to spot these actions, behaviors and patterns on a micro-level and connect them to the larger macro picture. This means that trends are being created everywhere, everyday. It could be something happening on a smartphone, in someone’s bedroom, or even in a coffee shop. Our framework of identifying a trend is rigorous, because it needs to be. Before we designate something as a trend, it must first have a series of connecting observations in a multi-level scale.

5. Define some typical young Chinese behavior as well as media or technology consumption? Male and Female?

One thing we often advise to brands or companies seeking to enter China is to move beyond the thought that Chinese youth are a homogenous blob of humans with similar actions. Although this makes it easier to create a marketing or communication strategy, it oversimplifies human and social dynamics into an ugly mess of stereotypes.

6. What is a favorite tourist destination for young Chinese in their country?

Different economic levels of youth have different expectations for travel within China. Upwardly mobile Chinese youth are looking for new types of travel experiences and destinations within China. This means going to eco-focused tourist spots such as Shanghai’s Chongming Island or Moganshan. Other youth enjoy using shopping as an excuse to travel, making destinations such as Hainan and Hong Kong extremely popular.

7. Is there a place to which young Chinese would like to permanently immigrate?

It’s difficult to suggest that Chinese youth would like to move permanently to another country. However, many youth view places such as the United States, Australia, and Europe as places in which to become educated or invest in a second-home for future generations to live.

8. What is a much-hyped trend among young Chinese in 2011?

We are currently debating this very question and feel that as an underlying social force, Sina Weibo, China’s premier micro-blogging service, is one of the largest drivers of sociological shifts that China has ever seen.

We All Want To Be Young in China from enovate on Vimeo.

Youngberry’s Report Featured on

Our report in partnership with ThinkMedia Labs, which answered a fundamental question: “What would young Arab citizens love or hate about the social media presence of their respective governments?” was recently featured on the most influential interactive and social media website in the Middle East. Check it out here:

Report: Young Arab Citizens and Governments on Social Networks


REPORT: Young Arab Citizens & Govenments on Social Networks

The ongoing sociopolitical unrest in several Middle East and North Africa (MENA) countries underscores the value of social media and government engagement with the region’s young Arab citizens. The massive Arab youth population — rightly described as a youth bulge — can be a boon if properly tapped by state institutions and government agencies. These institutions and agencies can capture the minds and hearts of the young Arab adult population through clever, effective and efficient use of social networking.

To coincide with the Government Social Media Conference taking place in Dubai on June 7-8, 2011, ThinkMedia Labs and Youngberry teamed up to answer a fundamental question:

We teamed up with our friends at ThinkMedia Labs to answer a fundamental question: “What would young Arab citizens love or hate about the social media presence of their respective governments?”

“What would young Arab citizens love or hate about the social media presence of their respective governments?”

We would like to mention that we had an achieving and wonderful experience working on this report. The quantitative surveying was done by Youngberry, the analysis were done by co-authored between ThinkMedia Labs and Youngbery, and the inforgraphics and report design were done by the creative team at ThinkMedia Labs.

ThinkMedia Labs, is a boutique agency based out of Lebanon that has extensive experience working on social media projects for The United Nations, Thomson Reuters, BBC Network, and American University of Beirut. Check’em out.

Photo credit to Jaw21st

Youngberry Featured on Enovate China Blog

Enovate, a successful youth research firm in China that has been serving youth brands like Nike and The North Face since 2008, approached us with their interest in featuring us on their active youth blog.

We shared with them our new insights on young Arabs and the latest youth trends; it’s a good read: Youth Research in the Middle East: Youngberry Knows All About It

We would like to thank John for his initiation and Elin for her execution.

Drifting Prank: Red Bull’s New Viral Video Campaign for Arab Youth

What seems like a funny video on your friend’s Facebook wall, could be a viral video campaign targeting the Arab youth branded by the most amazing energy drink that is energizing the youth sports community, Red Bull.

Youngberry’s Trend-spotters team maintained to capture 4 recently released videos going viral on Youtube and rockin’ Facebook walls… and there could be more…

It looks like a modeling agency called some people to come for TV commercial briefing or rehearsal, for this reason there are four different personalities and characters, and well-dressed. On the contrary, a ready-to-prank Lebanese drifting professional and Rally Champion, Abdo Feghali, wants to make some crazy drifts and pumps the adrenaline in them.

Enjoy the Shock on “Video 1 – Acclaimed Pro-Drifter Dude”

Watch and listen carefully on “Video 3 – Lebanese Einstein”

Look bravely on “Video 4 – Teta”

Music Industry Leap: YouTube Launches Top 100 Chart for Music

Youtube just launched its first chart to track song popularity in user-generated and professional music videos. The YouTube 100 measures song traffic across official music videos, user-uploaded videos and viral debuts, and uses this data to provide a holistic view of song popularity. The new chart is published weekly, and shines a new light on the YouTube community’s engagement and creativity.

This week Katy Perry’s E.T. lands on the Top 10 thanks to her own gravity-defying video and views on popular user videos that lay down rocking guitar solos, extra beats, sepia-tone allegory and other-worldly visuals (in this case from Brooklyn, not Mars).

Not only does the YouTube 100 give props when fans make original videos for popular songs, it also captures YouTube’s one-of-a-kind musical diversity: irreverent Nice Peter ranks on the chart alongside global radio stars, and Rebecca Black hits the Top 10.

You can find their new weekly chart at In the weeks to come, they will start archiving the charts for future exploration of original recordings, music memes, and pop hits.

YouTube users get into music as fans and original musicians, and such new chart gives the community a better way to find the most engaging music on YouTube.

REPORT: Trendsetters in the Middle East

Our snack report (aka. short and quick) released yesterday is a much needed source of information about the state of trendsetters in the Middle East in order to know more about of how they think, feel, and act.

This is an independent version of Youngberry content mentioned in the main report that was released with our partners in Indonesia and India to compile Asia continent report about the same topic called “Trendsetters in the Middle East and Far East“.