agenda
The 5th Annual Marketing To Men 18-34 Conference
Targeting Their Unique Brand Of Masculinity
November 3, 2009
Westin Michigan Avenue Chicago
8:00 - 9:00AM
Registration & Continental Breakfast
9:00 - 9:15AM
Welcome Address
Jim Cooper, Executive Editor, AdweekMedia
9:15 - 10:00AM
Opening Keynote
Maximizing Sports Brand Activation In The Digital Space
Even in a recession, the business of digital sports, from social media to fantasy play and gaming, is growing at an astounding rate. During this presentation, Chris Russo will highlight partnerships with brands ranging from Sprint to Gillette to McDonald's to Miller Coors. Take in an-depth look at the marketplace today, its success and failures and where it is going in the future with the male demo that all brands want.
Chris Russo, Chief Executive Officer, Fantasy Sports Ventures
10:00 - 10:45AM
Man Zone: Smart Marketer's Manliest Campaigns
Miller Lite, Mars Snackfood, and Turner present examples to find, target, and engage men 18-34. This discussion, moderated by Jim Cooper at AdweekMedia, will give you better insight into what motivates this elusive male market, how they engage with brands, how brands can effectively interact with them, and where to find them on all three screens.
Katherine Johnson, SVP, Entertainment Promotions & Marketing, Turner
Michele Kessler, Vice President of Marketing, Chief Marketing Officer, Mars Snackfood
Grant Leech, Vice President of Marketing, Miller Lite, MillerCoors
Moderated by Jim Cooper, Executive Editor, AdweekMedia
10:45 - 11:00AM
Networking Break
11:00 - 11:45AM
Axe Case Study: Male Grooming Growth
The answer has been right in front of us all along. Unilever has identified the real growth demographic in male grooming: Men who are interested in their appearance, but aren't taking the idea to the extreme. Move over metrosexual and make room for today's guy.
Mike Dwyer, AXE North American Brand Director, Unilever
11:45 - 12:30PM
Come Together Right Now: Music As An Identity For The Brand And Consumer
As digital media has fostered Generation Y as a demographic that thrives on connectivity, Co-CEOs of Cornerstone Promotion, Jon Cohen and Rob Stone, have successfully tapped into one of the primary forces behind this phenomenon- music. Their noteworthy campaigns with Kia, Mountain Dew, and Xbox, to name a few, have struck a chord with Gen-Y men resonating a deep, individual brand experience across the board.
Jon Cohen, Co-CEO, Cornerstone
Rob Stone, Co-CEO, Cornerstone
12:30 – 2:00PM
Luncheon
12:45 – 1:30PM
Luncheon Presentation & Male Focus Group
Hunting With Lightsabers: A Field Guide To Men 18-34
It's a generation misunderstood and one that's no longer fully captured by traditional definitions of guy appeal. What motivates today's young male consumers? During this presentation, you'll dispel some critical industry myths and gain proprietary research and perspectives on men 18-34. Six male consumer segments will join us for a live focus group on stage. Don't miss your chance get to know them and really understand what influences them.
Cyndi McClellan, EVP Program Strategy and Research, Comcast Entertainment Group
Justin Wyatt, Consultant, Comcast Entertainment Group
2:00 – 2:45PM
Global Trends of Tomorrow's Man
Gain exclusive insight on the man of tomorrow as Sharon Greene explores four important global trends that companies should be aware of.
Take a deep dive into these critical topics to gain a better understanding of men aged 18-34. Covering the USA, Europe and the Emerging markets, Sharon will explore men in relation to the following:
1) Aging: Are men nostalgic for the days of their youth?
2) Gender Definition: Sharon looks at a new, evolved, multi-faceted masculinity.
3) Success & Achievement: Is success at all costs still the name of the game?
4) Universal Values: How does the American man's attitude compare to other markets.
Sharon Greene, Managing Director, RISC International
2:45 – 3:30 PM
The Digital Life
With the increase of social media sites like Facebook and Twitter to insider blogs and websites that cover everything from gaming to music to fashion, what effective strategies can brands institute to become a natural part of his conversation online? More importantly, how can brands reach men based on their unique lifestyle habits?
Rich Antoniello, Publisher & CEO, Complex Media
Gerardo Guzman, Director Video Games, Product Leadership, The Nielsen Company
Joey Jodar, Managing Director, Heavy.com
David Rubin, Home & Personal Care, North America, Marketing Director, Hair
Care, Unilever
Moderated by Doug Akin, Managing Partner, Mr. Youth
3:30 – 3:45PM
Networking Break
3:45 – 4:30PM
Panel
Sports Marketing: The Ever Changing Playing Field
The sports industry continues to be on the forefront of efficient ways to reach the 18-34 male demographic. Within the sports world there has been an obvious shift in popularity towards adrenaline and action sports. As viewing habits, engagement and participation continue to shift, how are brands measuring results on these investments. What are sports marketers doing to evolve their business and strategy to stay relevant?
Rudd Davis, President and Founder, BNQT Media Group
Todd Fischer, Manager of National Sponsorships, State Farm
Jeff Mirman, Vice President of Marketing, Turner Sports
Dan Parise, Director of Marketing, Major League Soccer Chicago Fire
Moderated by Peter Stern, President, Strategic
4:30 – 5:15PM
Keynote
Social Marketing Evolution
Brooks addresses how to leverage multiple communication touch points of the male sports fan by speaking to him on his terms and providing value through social media and mobile platforms.
Brooks Boyer, Vice President and Chief Marketing Officer, Chicago White Sox
5:15 – 6:30PM
Networking Reception
Coming Soon
