Preddie, set up the company Make Dreams Reality (MDR) in order to mentor disadvantaged young people and help them avoid taking the wrong paths in life. In 2012 his work with young people was recognised with an OBE – he is the youngest person to receive the honour.
At RKCR/Y&R he will not be a staff member but will act as a consultant working on client projects and agency research projects, such as its Agency Youth Insights project, which will be of benefit to existing and new clients.
Preddie was one of the speakers at a breakfast event at RKCR/Y&R last month, where he said that brands and politicians need to do more to communicate directly with young people from troubled backgrounds in order to understand their issues.
Ben Kay, CEO said: “We look forward to working with Chris and moving forward onto great things considering the wide range of experience he has under his belt, this will definitely be a great venture. His access, insight and talent will also enable us to reach a group of young people who are often missed out by the mainstream.”
Preddie said: “Giving Rainey Kelly an insight into the mindset of youths was an opportunity I couldn't miss. It will allow us to reach out to a far bigger audience to find right now solutions for right now situations.”