agenda
November 4, 2009
The Westin Michigan Avenue
Chicago, IL
8:00 - 9:00AM
Registration & Continental Breakfast
9:00 - 9:10AM
Welcome Address
Jim Cooper, Executive Editor, AdweekMedia
9:15 - 9:45AM
Opening Keynote
Meet the 21st Century Mom
Join leading online parenting resource BabyCenter, to hear findings from its
recently released "The 21st Century Mom Report" which captures the thoughts
and opinions of over 25,000 moms. Find out how becoming a mother is a
transformative moment that changes purchasing behavior and criteria for a
lifetime. Learn about how media consumption, social media usage and gadget
dependence change dramatically as she adjusts to life with children. Also
learn more about the many faces of mom (Eco-Mom, Mealtime Mom, Dr. Mom,
Power Mom) which represent a collection of behaviors and habits that make
her up as a whole.
Tina Sharkey, Chairman & Global President, BabyCenter, a Johnson & Johnson Company
9:45 - 10:45AM
Zooming In, Mommycasting & Everything Else ‘A To Zee’ To Target Women
There's no question that women are using Blogs, Facebook and Twitter to be inspired, share opinions about brands, and research topics. During this panel, you'll learn the most effective strategies to better meet the needs of women and how to build a trusted brand through profitable programs, unique partnerships, premium content, and online campaigns.
Leslie Dance, VP, WW Brand Marketing and Communications, Eastman Kodak Company
Ed Gold, Advertising Director, State Farm
Brian Sugar, Founder & CEO, Sugar Inc.
Anne Welch, Vice President and Brand Publishing, Elle
Moderated by Janet Balis, EVP of Sales and Marketing, Martha Stewart Living
Omnimedia, Inc.
10:45 - 11:15AM
Networking Break
11:15 - 12:00PM
Gen X Women: Flirting With Forty
Over the last few years, the media's obsession with aging Boomers and techno-savvy Millennials has left Generation X out in the cold. This cohort—born between 1965 and 1977—has been overlooked as a generation with its own issues and challenges. What the media is missing is the fact that Xers are paving a new path as they edge toward middle age. As a transitional generation in an age of change, they are redefining long-held cultural values. Ann Mack will explore women in the leading edge of the MTV generation as they approach or pass the 40 mark. In the presentation, she will examine how being the rebellious, at times awkward middle child—stuck between the Boomers and Millennials—has affected the attitudes and behaviors of Gen X women and talk about what that means for brands trying to reach them.
Ann Mack, Director of Trendspotting, JWT
12:00 - 12:30PM
Why Women Y
It's a well-accepted notion that Gen Y women are the ones who are setting lifestyle and cultural trends. Founder & CEO of Sugar Inc, a media company that connects, entertains, and inspires women, also owns insanely addictive PopSugar.com, ShopStyle.com, and Games.PopSugar.com, Brian Sugar unveils results from a just-completed research report that defines who Gen Y women
are and how technology has expanded their sphere of influence on lifestyle trends. Brian demonstrates media consumption trends and why context is vital when it comes to brand perception and advertising to Gen Y women.
Brian Sugar, Founder & CEO, Sugar, Inc.
12:30 – 2:00PM
Networking Luncheon
2:00 – 2:45PM
Discovering The Other Woman
Just when we thought we understood our relationship with our female audience, we discovered that they are no longer just the gatekeeper to someone else’s consumption. Women are different than men, but as marketers, do you really appreciate what those differences are? Recent studies show that most women feel their needs and desires have gone unmet by most companies. This presentation takes you beyond the obvious insights to truly understand what women want and how to communicate with them. Whether you are building a new brand or reinventing an existing brand, you will take away important lessons to better understand your female target.
Gannon Jones, Vice President, Marketing, Frito-Lay North America
Jill Nykoliation, President, Juniper Park
2:45 – 3:15 PM
Building Communities For Insight & Advocacy
Online communities offer an arena to harness female consumers' natural inclination to share and interact around the brand experience, and to bridge their common interests. But building an online community can be difficult for marketers looking to these channels to effectively create powerful brand advocacy. Join SheSpeaks, the women's insights, social media and word of mouth marketing network, to learn how to build relationships, engage consumers, and create your own online brand communities. Hear about the latest trends and delve into the four key ingredients of building advocacy via online community - Shared Purpose, Connection, Recognition, and Impact to discover the effect of opening the consumer dialogue and word of mouth.
Fiona Pietruski, Chief Marketing Officer, SheSpeaks
3:15 – 3:30PM
Networking Break
3:30 – 4:15PM
The Feminine Side Of The Masculine Brand
Female consumers haven't always been an important part of the marketing conversation for traditional male products, but they will soon find their own connection to the softer side of these brands. Hear about marketing plans that have been created to better connect and engage with women (without alienating men). Panelists focus on how critical women consumers have become to the growth of the brand, new products they are launching specifically targeting women, and how marketing to women is different than
marketing to men when it comes their specific industry.
Mike Kitz, Vice President of Brands and Product Development, OfficeMax
Gerardo Guzman, Director Video Games, Product Leadership, The Nielsen
Company
Jennifer Powell, Brand Manager, Jack Daniel Distillery
Moderated by Doug Akin, Managing Partner, Mr. Youth
4:15 – 5:00PM
Prevention's "Defy Your Age" Anti-Aging Report: Understanding The Beauty Buyers' Psyche
Prevention's exclusive "Defy Your Age" Anti-Aging report uncovers insight into the anti-aging marketplace including; injectables, ingestibles, cosmetics, lotions, potions, gadgets, and of course the questionable surgery. Prevention's beauty experts will help you better understand her anti-aging choices, fears and purchasing behaviors. Plus they'll reveal what
the trenders, spenders and recommenders are doing to look and feel more fabulous. Join us to take deep dive into the beauty buyer's psyche and gain information that you need to know in order to reach women more effectively.
Mary Murcko, Senior Vice President, Publisher, Prevention
5:00 – 6:00PM
Networking Reception
Coming Soon
