OIC's research identified unique attributes of an audience for Next, built around the urban consumer. This market segment was attractive for potential advertisers because of its larger average expenditure of time and money on entertainment. Our agency focused on three primary brand drivers for Next: • A brand-aware, brand-motivated audience with a strong influence on consumer culture • The recognition that urban culture is a state of mind, and that an urban attitude is possible even in rural Kansas, for example • The desire to create an inclusive, melting-pot representation of urban life