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Agenda at a Glance
Sunday, March 25, 2007
Workshop A:
Ahead of the Curve and Above the HypeTM:
Analyzing New and Emerging Media Technologies to Reach Youth
Registration: 9:30 AM Workshop will begin at 10 AM and conclude at 1 PM.
Expert Facilitator:
Barry C. Collin, CEO, Collin Group, Inc.
About Barry
Barry C. Collin specializes in brand immersion to the elusive Digital Generation.
Workshop B:
Understanding the Various Lifestyles that Shape Teen Culture:
What are the Real Life Teen Influencers?
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.
Expert Facilitators:
Jason Rivera, Director, AMP Insights, a division of Alloy Media & Marketing
Allison Bacon, Director, AMP Insights, a division of Alloy Media & Marketing
Workshop C:
FULL DAY WORKSHOP Eyes Wide Open:
Using Ethnography to See More and Innovate Better
Registration: 9:30 AM Workshop will begin at 10 AM and conclude at 4 PM.
Expert Facilitators:
Mary White, Mary White & Company
Randy Ferguson, Founder, WatchDog Research
- Pre-Conference Symposia -
Monday, March 26, 2007
| 8:30 |
The 24/7 of Mom: When, Where and How to Connect Cheryl Wilbur, Director of Research and Brand Development, The Parenting Group, Bonnier Corporation |
| 9:15 | The Generations of Mom: An assessment of their similarities and differences In the marketplace today there are three generations of moms with children under 18. Each has her own unique perspective about what brings value to her and her child's life.
Pat Wellen, Research Service Director, Boy Scouts of Americas |
| 10:00 |
Archaeology of the American Handbag: Opportunities for Reaching Today's Mom
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| 10:45 | NETWORKING BREAK |
| 11:15 |
Mom, do you have $2 Trillion? Forget the nag factor – that was chump change. Bill Goodwin, President & CEO, Goodwin |
| 12:00 | LUNCH |
| 1:30 |
The Multicultural Family: Being Relevant for a Diverse America Hunter Heller, AVP, International Licensing, Sesame Workshop |
| 2:15 |
Today's Asian American Family: Kid to Parent Influence
Theresa Tran and Mai Tran |
| 3:00 |
MOMS ON STAGE
This live mom focus group will explore the highs (and lows) of communications targeting moms today… with real-life examples from the moms on the panel. The conversation will explore how the panel of moms feels about the advertising that targets them -- is it spot-on or way-off the mark? Which marketers are doing it well – and which deserve to be voted off the island? This live-mom exchange will also tap into the recent mommy-mindset segmentation developed by Frank About Women – which identifies three distinct types of moms – Driven, Daring and Doting™. The dialogue will explore which type of mom is prevalent in today's communications… and which type our panel of moms would like to see more often.
The mom panel will talk about their feelings, attitudes and behaviors about motherhood, focusing on the ties that bind them together, no matter what their demographics look like on paper. The discussion will explore how marketers can tap into unifying mindsets -- instead of solely demographics or psychographics -- to make a deeper connection with moms. Plan to:
1) Learn some of the most-common mistakes in mom-targeted communications 2) Recognize that there is a long way to go in developing creative that truly resonates with today's moms
3) Leave with a renewed commitment to making a richer connection with your mom target
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| 3:45 |
NETWORKING BREAK |
| 8:30 | Insights Across The Ages: Yesterday's Techniques Don't Work With Today's Young Adults
Rebecca Zogbi, Manager, Consumer & Brand Insights, Dunkin' Brands, Inc. |
| 9:15 |
Technophiles and Vidiots: The obsessions, possessions and excesses of media and technology in the life of today's youth. Jacqueline Lane, Director of Teen Research and Mary McIlrath, Ph.D, Vice President, C&R Research |
| 10:00 |
Capturing Today's Youth Anne Claudio, Director, Research and Sales Development, Entertainment, CNET Networks Entertainment |
| 10:45 | NETWORKING BREAK |
| 11:15 |
The MeWe Generation - Tomorrow's Adults Mats Lindgren, PhD, founder and CEO, Kairos Future Group Dr. Pernilla Jonsson, Kairos Future Group |
| 12:00 | LUNCH |
| 1:30 |
Trends and Perceptions Among Children and Teens Randall Hula, VP, Client Service, Decision Analyst |
| 2:15 |
What's Old is New: Re-introducing a Brand to a New Generation of Consumers Lynne Leger, VP, Strategic Marketing & Consumer Insights, EMI Jayne Charneski, VP, Consumer Insights & Strategy, EMI |
| 3:00 |
Today's Youth, Tomorrow. Amy J. Oberg, Futurist, Kimberly Clark CorporationNETWORKING BREAK |
| 3:45 |
Networking Break |
| 8:30 |
Totally Wired: What it means to market to a generation raised on the Internet Anastasia Goodstein, Publisher, Youth Pulse |
| 9:15 |
Engagement Marketing: Turning Beboers Into Your Brand Advocates Jim Scheinman, President Business Development and Sales, Bebo |
| 10:00 |
Sweet Engagement: Creating The Viral While Avoiding The Plague Pete Healy, VP, Marketing, Perfetti Van Melle USA |
| 10:45 | NETWORKING BREAK |
| 11:15 |
Meeting Your Customers In Virtual Worlds Glenn Fisher, VP of Marketing, Linden Lab |
| 12:00 | LUNCH |
| 1:30 |
Create Online Loyalty Programs: Kid Friendly and COPPA Compliant Denise Tayloe, Privo, Inc. |
| 2:15 |
Yes, You Can Measure the ROI of SocNet Campaigns Amy Gibby, President, eCRUSH.com/eSPIN.com |
| 3:00 |
Rejuvenating the HP Brand for the College Market. A Triumph in Viral Marketing David Roman, Vice President, WW Marketing Communications, HP Personal Systems Group, HP |
| 3:45 |
NETWORKING BREAK |
Kickoff Keynote
4:15 | Youth Marketing: It's Not Just for Kids. An Exploration in Purchasing Power and Reach of Influence
Marshal Cohen, Chief Industry Analyst, The NPD Group, Inc.
7:00 | First Annual Youth Mega "Monday Meet Market"
*Costs for dinner not included.
- Main Conference -
Tuesday, March 27, 2007
| 7:00 | Registration |
| 7:45 | Session Spinner. Let's Do This. |
| 8:00 |
Future Trends in Communication Patterns and Media Convergence: Behaviors, Usage and Technology Joshua Green, Research Director, Convergence Culture Consortium, Comparative Media Studies, MIT |
| 8:45 |
Trend Hunter: Unlocking Cool for Advantage Jeremy Gutsche, Chief Trend Hunter, TrendHunter.com |
| 9:30 | networking break |
| 10:00 |
It's Not About Age. It's About CULTURE. Shaheen Sadeghi, CEO, Lab Holding LLC, Lab Holding |
| 11:00 |
Behind the Scenes with MTV Reporter Gideon Yago Gideon Yago, MTV News Correspondent |
| 12:00 |
lunch with special presentation by mr. youth
Matt Britton, Mr. Youth LLC |
Track Sessions
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kids track |
tweens track |
teens track |
college track |
cross segment strategy track |
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Become a Multi-Master: Multi-platform, Multi-media, Multi-tasking. Sabina Spiegel, Cartoon Network, Turner Broadcasting System, Inc. | Tweens and the Toy and Game Industry…How Hasbro and Tiger Turned "Lemons into Lemonade…."
Sharon John, GM, – Toy Marketing, Hasbro |
Tapping Into Teens: Strategies For Building An Online Research Community Kevin Lonnie, President, KL Communications
| E-Textbooks: How youth marketers are helping liberate the old model college textbook through advertising
Thomas Borgerding, President/CEO, Campus Media Group, Inc. Tom Doran, CEO, Textbook Media, Inc. |
The Consumer Decides Agency for Bauer Hockey |
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Who's Your Daddy? Understanding the Gen X Dad and the Role He Plays in His Kid's Life Wynne Tyree, President, Smarty Pants | Defining the Mass Market of One: Leveraging Mass-Personalization in the On-Demand World
Doyle Buehler, CET, MBA, President, myTEGO, Inc. |
Multicultural Teens: Making An Impact With The Fastest Growing Consumer Segment in Today's Marketplace Tru Pettigrew / SVP, Alloy Media + Marketing | Living, Learning & Earning from 38, 489 Roommates
Deb Rambadt, District Marketing Manager, ARAMARK – Higher Education Cory Van Horn, District Marketing Manager, ARAMARK – Higher Education | Adapting to a Consolidated Retail Environment
Doug Wadleigh, VP Marketing, Mattel, Inc. |
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How Kid Content Changes the Promotions Game Colleen Fahey, Star Farm Productions |
Why Virtual Worlds Make Sense for Marketers… Especially for Tweens Jay Goss, Whyville |
VANS. A Case Study. Doug Palladini, Vice President, Marketing, Vans |
Culture, Context and Community: Marketing as Contribution to the Popular Discourse
Mark Sanders, Creative Technologist, Grey San Francisco
| Tap into Advergaming to Market Your Products
Jack Dearnbarger, Sr. Director, Business Development, Blockdot Games |
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| KIDS in your face
This live focus group will be delivered by Girl Scouts of America. |
Inside the Tween Machine: Tweens on Stage |
Real Teens. Real Time. | COLLEGE TALK
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The cross segment strategy track concludes at 4:15 – attend a live focus group! |
| 5:00 | Networking Task: Build a "mega" SandCastle for a "mega" prize |
Wednesday, March 28, 2007
| 8:00 | Spinner on Rewind. |
| 8:15 |
Unleashing The Power of Word of Mouth Advocacy Steve Knox, CEO, Procter & Gamble, Tremor |
| 9:00 |
You Rock My World Kevin Roberts, CEO Worldwide, Saatchi & Saatchi, Author, Lovemarks, Lovemarks Effects and sisomo |
| 10:00 | networking break and meet & greet with Kevin Roberts |
| 10:30 |
Music - What's Hot and What's Next? AND AN APPEARANCE BY ONE OF TODAY'S MOST EXCITING NEW ARTISTS!!! Damon Whiteside, SVP, Marketing, Disney Records Richard Ellis, President, 12to20 |
| 11:15 |
Rediscovering Play: Bringing Fun and Passion to Your Work...And Life Kevin Carroll, Author, Rules of The Red Rubber Ball and, Founder, The Katalyst Consultancy |
| 12:15 |
lunchtime |
Track Sessions
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kids track |
tweens track |
teens track |
college track |
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| Club Libby Lu - Beyond a Shopping Destination. It is an Experience.
Nicole Moret, Director of Marketing & Public Relations, Club Libby Lu | Generation M: Connecting with Today's Mobile Tweens
David Riemer, President, Marketing, Yahoo! Inc. | truth®: Building a Brand to Save Lives
Eric Asche, American Legacy Foundation® | YouTube: A New Form of Procrastination for College Kids…
Suzie Reider, Chief Marketing Officer, YouTube |
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| Kids & Wellness: It's the Next Big Thing, But it's Already Here
Brendan Boyle, Principal, IDEO | Leveraging Viral Marketing Through In-School Promotion to Start a Marketing Revolution!
Bobby Rogers, Director of Corporate Marketing and Business Development, Blue Ridge Paper Products Inc. Pamela Parris, Director of Marketing – Packaging Division, Blue Ridge Paper Products Inc. |
Segmentation Strategies for the Teen Market: Getting Beyond Gen to Identify the Next Age of Teens Radha Subramanyan, MTV Networks Kids and Family Group
| The Rewards of Extending Your Brand to Create a Connection with College Students
Henry Ng, Chase Card Srevices, JPMorgan Chase |
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| Disney's High School Musical: A Case Study
Matt Palmer, Senior Vice President, Marketing, Disney Channel Adam Sanderson, Senior Vice President, Branding Marketing, Disney-ABC Cable Networks Group Mindy Stockfield, Vice President, Digital Media, Disney-ABC Television Group | Non-profit – For-profit Partnerships: Good for the bottom line and good for the cause.
Mary Sadeghy, Director of Marketing, Charles & Helen Schwab Foundation Will Warren, Executive Director, Client Partnerships, Time Warner Global Marketing |
Entertainment Goes Mobile: New Markets in the Palm of Your Hand LeSean Smith, Senior Director of Marketing, Global Media Solutions, Motorola |
Non Traaditional Marketing Case Study: XBOX Style
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4:30 | YOUTH. Check.