Sunday, March 25, 2007 • Workshops

Registration: 1:00 PM Workshop will begin at 2 PM and conclude at 5 PM.

WORKSHOP FOCUS: Breaking down teen worlds and the various lifestyles that prevail in teen culture today.

This workshop will provide pure insight into the various lifestyles that teens today pursue. It will showcase lifestyle influences and their impact on product development and marketing. Get ready for a total immersion into the lifestyles that currently influence teens most and shape their development, their values, their interests and behaviors. A brief journey back will explore how lifestyles have changed over the years and a leap ahead will explore where they are headed in the future.

Key Takeaways:
• Learn about the four most influential teen lifestyles (Hamptons, Hip Hop, Riders and Breakers)
• Learn why teens pay attention to these lifestyles and how they've impacted their purchase behavior and aspirations
• Learn how to leverage teen influences for product development and marketing decisionmaking
• Discover how to personalize your brand and customize your messages accordingly

Expert Facilitators:
Jason Rivera, Director, AMP Agency, An Alloy Media & Marketing Company

Allison Bacon, Director, AMP Agency, An Alloy Media & Marketing Company

About Jason
As a Director in the Consumer Insights group for AMP Agency, an Alloy Media + Marketing Company, Jason Rivera is responsible for managing strategic planning and consumer insights for AMP's diverse list of clients. Jason specializes in devising strategic recommendations to foster brand loyalty by aligning corporate goals with youth ideals.

Jason has leveraged his life experience and marketing background to become a driving force behind successful efforts for AMP clients such as Timberland, Levi's, Verizon Wireless, Coors, Warner Brothers and many other well known and respected brands. Before joining AMP, Jason worked in the action sports industry and was a youth consultant in the advertising industry. 

Jason brings a sharp eye for the eccentricities and interests of today's most active youngsters, giving AMP and its clients a window into what makes some of the reclusive segments of the millennial market tick. An avid surfer from the age of ten and a rocker for life, Jason doesn't have to fake it; he lives it.

Jason earned a BA in Marketing from Bentley College.

About Allison

As Director of Consumer Insights for AMP Agency, an Alloy Media + Marketing Company, Allison Bacon is responsible for guiding AMP's internal teams and working with such clients as American Eagle, Ben & Jerry's and Merck's Gardasil team in the development of marketing, promotion and communication strategies that are grounded in consumer insights.

Allison brings a decade of experience in the consumer research field, with experience prior to AMP as Associate Research Director at The Concours Group, a business management consulting firm, and as Research Analyst at AMR Research, a strategic advisory firm.

Allison stays engaged in consumer trends at the ground level.  Knee-deep daily in the world of youth culture, she is always on top of the latest trends and uses her expertise to help clients, as well as family and friends, stay ahead of the pop culture curve.  Her keen interest in youth and pop culture, from her long-time obsession with MTV to her US Weekly subscription and her vast collection of romance novels, dovetails perfectly with her career choice. 

Allison holds Bachelor Degrees in English and Economics from Boston College.