Pierre is the founder of Yoof, a London-based consultancy helping media organisations engage Gen Z audiences. He also leads WAN-IFRA’s News Creator Exchange. Drawing on his own background as a content creator, he brings first-hand insight into the creator ecosystem and its growing influence on news and culture. He has led international research on how young people consume information, working with both legacy publishers and news content creators to shape audience strategies and develop innovative formats. Pierre frequently shares his expertise at industry conferences and operates at the intersection of media, culture and youth innovation.