USES INSIGHTS TO CREATE PROGRAMS THAT CONNECT WITH YOUNG CONSUMERS
Learn what motivates young
people around the world today and what makes them different from every
generation that has come before. Laura Simpson, McCann New York Global IQ
Director will present "The Truth About Youth" a piece of global research
conducted in 17 markets which reveals some surprising insights from 7,000 young
Cheryl Guerin, Senior Vice
President/Group Head, U.S. Marketing at MasterCard Worldwide will describe how a
deeper understanding of what motivates younger consumers have been applied to
create meaningful and relevant programs to drive greater preference and
connections with this important consumer segment.
Global IQ Director
McCann New York
Senior Vice President/Group Head, U.S.
LEVERAGES CATEGORY AND CONSUMER INSIGHTS TO REVITALIZE ITS DECLINING ATHENOS
In July 2010, Kraft decided it was time to invest in its Athenos
brand of Greek products which had for three years seen softening sales in
categories that were in fact growing. Knowing that whatever action they did
take would need to cause people to take notice, and quickly, Kraft engaged
Droga5 to help determine the strategic direction and creative activation of
this brand revitalization. Kraft and Droga5 used consumer and category insights to get to a
positioning and creative idea that got the attention of its target of
"young transitional" women and gave them a new way to think about
hummus and food in general. In this session you will learn about how Kraft and
Droga5 found a way to create an emotional connection between the target and the
hummus category, and how they brought it to life with the "Approved by
Yiayia" campaign. In just 6 months the brand experienced a
significant sales volume increase and drastically improved brand perception. As
part of the presentation, Kraft and Droga5 will share the insights and strategy
that drove the creative as well as the integrated program that helped this
Senior Director, Marketing Communications
WALMART FORGES A DEEPER CONNECTION WITH MOMS BY
CHAMPIONING THE 'EVERYDAY'
Three out of four moms believe that marketers have no idea what it's really
like to be a Mom. In this session you'll hear how Walmart uncovered compelling
customer insights about moms that altered how they communicated with this
critically influential audience. You will hear about the close collaboration
between Walmart and The Martin Agency's think tank called 'The Mom Complex' and
how they developed a point of view about Moms that led to a new communications
platform and positive business results.
Discover how Walmart is helping American mothers find more joy in the
'everyday' and how Walmart is helping them save money and live better.
Senior Director, Marketing
Walmart Stores, Inc.
Vice President and Group Planning Director, The Martin Agency
Founder, The Mom Complex
THE PARTNERSHIP AT DRUGFREE.ORG MOVES FROM MONOLOGUE TO
In this session you will learn how The Partnership at Drugfree.org evolved from
a traditional advertising model to become an organization that helps parents
prevent, intervene in and find treatment for drug and alcohol use by their
children. You will hear examples of consumer insight driven solutions that have
helped move the organization forward and enabled them to successfully connect
with families. Learn about You Are Not Alone, a newly created cause marketing
campaign launched as a result of customer insight analysis and direct feedback.
Digital Media and Marketing Director
The Partnership at Drugfree.org
Executive Vice President, Director of Strategy & Programs
The Partnership at Drugfree.org