conference agenda

DAY ONE - MAY 12, 2010

11:00 - 12:00PM
REGISTRATION

12:00 – 12:10PM
WELCOME ADDRESS
Michael Bürgi, Editor in Chief, Mediaweek

12:15 – 12:45PM
OPENING KEYNOTE: DAWNING OF THE AGE OF THE TEENAGENT
Teenhood is now a social place. It's almost as if the core definition of a teenager can no longer be negotiated by age (already the "tween" classification feels schmaltzy and trite), but rather, by the kind of actions and activities in a person's life. No longer the inactive lumps who are characterized by passive hanging around (be it at the mall or convenience store parking lot), they're now agents of change, agents of communication, agents of innovation. It's this that best defines the American teen today, not just against the rest of American society, but against teens as they were once construed. No longer teenagers, but teenagents. Under our own noses, they have been transformed into something wholly new. And now, as American culture undergoes the digital-social revolution, they're about to return the favor.
Marian Salzman, President, Worldwide PR, North America, Euro RSCG

12:50 - 1:35PM
CONNECTING WITH THE SOCIAL SIDE OF TEENS
Growing up with their laptops, smartphones and iPods and fueled with creativity, teens embrace new technology faster than any other generation. Discover how to utilize new and existing technology, integrate social media into gameplay, social networking sites for teens, and advertisements they respond to.
Bill Alena, VP, Advertising and Business Development, MyYearbook
Colin Burns, Social Media Manager, Chipotle Mexican Grill
Christian Busch, General Manager, Alloy Digital, a division of Alloy Media + Marketing
Stephanie Cohen, Editorial Director, JSYK.com, AOL
Moderated by Brian Morrissey, Digital Editor, Adweek

1:40 - 2:25PM
CREATING A COOL RETAIL EXPERIENCE
Despite all the hype about online media, teens don't just hang out online - they still go to actual physical spaces to interact. But how do you become one of those cool spaces? Here's a look at what works and what doesn't when it comes to engaging teens.
Nick Zeckets, Director of Insights, TRU
Moderated by Todd Wasserman, Editor, Brandweek

2:30 – 3:10PM
ANTICIPATING TEEN TRENDS
The world of teen is always changing. What are their current wants and needs? What will be the breakout trends of 2010? Will Twilight be hot or not? This presentation will focus on developing and launching innovative products and services for teens in today's interesting retail climate, as well as launch strategies including social media.
Tina Wells, Chief Executive Officer, Buzz Marketing Group

3:10 – 3:30PM
NETWORKING BREAK

3:30 – 4:00PM
CONVERSE CASE STUDY: TURN UP THE MUSIC TO TARGET TEENS
Partnering with the right band is a great way to target a particular audience. Converse CMO, Geoff Cottrill discusses the company's creative strategy to reach teens through merging the worlds of music and sports in their unique Band Of Ballers program ­ a one-of-a-kind basketball tournament featuring teams comprised of some of today's popular musicians.
Jon Cohen, Co-CEO, Cornerstone
Geoff Cottrill, Chief Marketing Officer, Converse
Rob Stone, Founder and Co-CEO, Cornerstone

4:05 – 4:25PM
CRAYOLA CASE STUDY: COLORING THE TEEN MARKET
Hear how Crayola made its iconic brand relevant to the teen market with a new line of customizable school supplies exclusively for teen girls. Stacy Gabrielle and Matt Britton will discuss the strategy behind developing the Liv Crayola brand, the product line and how they're bringing it to market in pioneering socially-infused ways.
Matt Britton, Founder & CEO, Mr Youth
Stacy Gabrielle, Director, Public Relations & Social Media, Crayola

4:30 – 5:30PM
ARE YOU RELEVANT AMONGST TEEN GUYS? A LIVE PANEL EXPERIENCE
Break past market research and data on teen boys and get a in-person account on what brands and products are capturing the eyes and wallets of today's teen guy. This interactive, high energy panel will place you in their worlds to learn about how vastly different they are from when you grew up. In addition to running the risk of making you feel old and outdated, the panel will provide an inside look into the online and offline world of teen boys, and leave you with real insights on how to make your product successfully resonate with teen guys in 2010 and beyond.
Moderated by Doug Akin, Chief Engagement Officer, Mr. Youth

MARTEENI HOUR NETWORKING RECEPTION
Immediately following the conference

DAY TWO – MAY 13, 2010

8:00 - 9:00AM
REGISTRATION & CONTINENTAL BREAKFAST

9:00 – 9:10AM
DAY ONE RECAP & WELCOME
Michael Bürgi, Editor in Chief, Mediaweek

9:15 - 9:45AM
KEYNOTE Q&A
REINVENTING MTV FOR THE MILLENNIAL GENERATION
Hear how Stephen Friedman is working to transform MTV into the cultural home of the Millennial generation. Hit series like "16 and Pregnant," "Jersey Shore," and the network's acclaimed digital abuse campaign, A Thin Line, are redefining the brand. Find out how these and other pioneering efforts are viscerally connecting MTV with its audience.
Stephen Friedman, General Manager, MTV
Interviewed by Michael Bürgi, Editor in Chief, Mediaweek

9:50 – 10:20AM
ENGAGING TEENS THROUGH BRANDED SOCIAL PROGRAMMING
Teens consume enormous amounts of pop culture content online everyday from watching music videos to reading about their favorite celebrities. Sims 3 and BUZZMEDIA thought leaders explore unique ways to connect with teens through branded content. Learn how to integrate your brand messaging into the content they consume and make your brand messaging part of the entertainment experience, connecting with teens at a deeper point of engagement.
Karina Kogan, Chief Marketing Officer, BUZZMEDIA
Kim Sizemore, Media Supervisor, Wieden + Kennedy

10:20 – 11:00AM
NETWORKING BREAK

11:00 – 11:45AM
THE ACTION-PACKED WORLD OF GAMING
In-game advertising isn't new, but its changing ways are reaching more and more hard-core teen gamers and gaining superior results across multiple gaming platforms. How can this pure engagement strategy work for your brand? Get in on the action and weave your brand into social gaming or decorate the in-game environment with your marketing message.
Scott Cuppari, Media and Interactive Investment Manager, The Coca-Cola Company
Christina Glorioso, VP of Marketing Partnerships, MTV Games
Jack Koch, Head of Marketing, Massive, Inc
Benjamin Palmer, Co-Founder & CEO, The Barbarian Group
Moderated by Mike Chapman, Editor, Adweek

11:50 – 12:30PM
GET A CYBER LIFE: UNDERSTANDING THE NEW SOCIAL LIVES OF TODAY'S TEENS
Virtual play grounds...Facebook "official"...Twitter tracking your every move. The social lives of teens have never been simple, but for today's connected teens, some of the timeless trials of the teen years are made even more complex in a world where everyone appears to be a friend and everybody knows your screen name. In this presentation by C&R Research, we'll provide you with a look at what's changed - and just as importantly - what's stayed the same in the social lives of today's 13 - 18 year olds.
Amy Henry, Vice President of Youth Insights, C&R Research

12:30 – 2:00PM
NETWORKING LUNCHEON

2:00 – 2:30PM
KEYNOTE INTERVIEW Q&A: MARKETING STRATEGY BEHIND THE TWILIGHT MOVIE SERIES
Hear how Nancy Kirkpatrick dramatically furthered a teen franchise about the undead that Came alive, thanks to some really clever marketing. Over a billion dollars in worldwide box office sales later-not to mention riot-inducing mall appearances-Kirkpatrick has turned a vampire-meets-girl story starring then virtual unknowns Kristen Stewart (Bella), Robert Pattinson (Edward), and Taylor Lautner (Jacob) into a huge hit.
Nancy Kirkpatrick, President, Worldwide Marketing, Summit Entertainment Interviewed by Georg Szalai, NY Bureau Chief and Business Editor, The Hollywood Reporter

2:35 – 2:45PM
MEASURING THE EFFECTIVENESS OF INTEGRATED MARKETING WITHIN SOCIAL MEDIA
Stardoll is pleased to announce its worldwide partnership with Burger King to create a 360 degree integrated marketing campaign that's designed to extend Stardoll online gameplay off-line and put it into the hands of thousands of Burger King consumers globally.
Matt Palmer, Executive Vice President & General Manager, Stardoll
Philip Ross, Pitch Agency

2:45 – 3:00PM
NETWORKING BREAK

3:00 – 4:00PM
WONDER WHAT TEEN GIRLS WANT? GET THEIR REAL POINT-OF-VIEW IN A LIVE PANEL
Teen girls are leaders in fashion trends and are always on the pulse of pop culture. They may be brand loyal, if you can capture their attention for long enough. They are at the cutting edge of technology, multi-tasking between constantly playing online and watching TV while capable of doing a multitude of other things simultaneously. They represent billions of dollars in spending power and are influencers of even more, but they are extremely opinionated and finicky. Teen girls know exactly what they want; do you? Hear it straight from their mouths in this live panel where you can tap into the mind of a typical teenage girl that loves entertainment, fashion, social networking online and more.
Moderated by Matt Palmer, Executive Vice President & General Manager, Stardoll
Featuring a live-performance by the worldwide phenomenon, The Wonder Girls!

4:05 – 4:50PM
PUT YOUR BRAND IN THEIR HANDS
Experts review campaigns that truly harness the power of mobile to reach teens. Learn how to leverage mobile app branding opportunities and put your message right in the hands of virtually every teenager.
Rob Gonda, Director, Digital Strategy, Sapient
Howard Grier, Associate Publisher/Marketing, Seventeen
Alexandre Mars, CEO Phonevalley & Head of Mobile, Publicis Groupe
David Rosenberg, Director of Emerging Media, JWT
Moderated by Paul Kultgen, Director, Client Service, Mobile Media, The Nielsen Company