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Marketing to Millennials @ Georgia Pacific (Members Only Conference)

This event is over.

Millennials are the largest living generation and the most coveted consumer group since the Baby Boom.  Millennials are early adopters of technology and heavy users of online, social, and mobile media. Millennials also tend to have shorter attention spans and are in control of the content and marketing messages they receive.  Hosted by Georgia Pacific, this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share best practices and insights on reaching the elusive Millennials audience.

Download the ANA Event Guide at e.ana.net.

When
Begins:Tuesday, November 18, 2014 at 8:15am
Ends:Tuesday, November 18, 2014 at 4:00pm
Where

Georgia Pacific
133 Peachtree Street, NE
Atlanta, GA 30303

Agenda
Tuesday, November 18, 2014
8:15am  

Breakfast

9:00am  

General Session

 

Welcome

Fernando Gonzalez

President North American Consumer Business

Georgia-Pacific, LLC

 

ENGAGING MILLENIALS: AN EXPERIMENTAL DISCOVERY

Bringing brands into Millennial consumers’ consideration set is the key to future growth for many businesses.  However, brands have found it challenging to engage Millennials especially when its core consumer is significantly different.  In this session, Douwe Bergsma, Chief Marketing Officer at Georgia-Pacific, will kick off the day by sharing case studies of different brand experiments that reveal some key insights and lessons learned on how best to engage with Millennials.

Douwe Bergsma

Chief Marketing Officer

Georgia-Pacific LLC

Katie Kolesky

Marketing Director

Sparkle®

Russ Ferrara

Senior Manager, Shopper Marketing

Georgia-Pacific, LLC

Richard Busby

Senior Associate Brand Manager

Brawny®

Shannon Dean

Senior Associate Brand Manager

Dixie®

 

TARGET CONNECTS WITH MILLENNIALS THROUGH ENTERTAINMENT AND MUSIC

Music is the #1 activity among Millennials over the internet, gaming, and watching TV.  In this session, Target Corporation will share their strategy for how they specifically target Millennials through entertainment and music to drive business growth.

William White

Marketing Director

Target Corporation

10:40am  

Coffee Break

11:00am  

General Session cont.

 

COCA-COLA WINS WITH MILLENNIALS THROUGH CONTENT MARKETING

Staying relevant in a Millennial-driven marketplace requires creativity, risk-taking and constant reinvention.  In this session, hear how one of the globe’s largest advertisers is playing a significant role in Marketing to Millennials through original series published on the Coca-Cola Journey and Coca-Cola Unbottled storytelling platforms promoted on social platforms. 

Meagan Priselac

Multi-Media Journalist & Social Media Coordinator

The Coca-Cola Company

 

DON’T GET COMFORTABLE: AMERICAN-MADE CLOTHES FOR THE (NOT) LAZY MILLENNIAL

American Giant is an apparel brand that is rethinking the traditional supply chain in order to deliver quality American-made clothing.  It was created with a simple idea - high quality, American-made clothing that Millennials will love to wear.   In this session, American Giant, along with their agency, Cutwater, will share how they innovated with fully integrated marketing to Millennials on a shoestring budget that drove unprecedented business results with the “not” lazy Millennial target audience.

Bayard Winthrop

Founder & Chief Executive Officer

American Giant

Christian Hughes

Principal & President

Cutwater

12:30pm  

Luncheon

1:30pm  

General Session cont.

 

INTERCONTINENTAL HOTELS GROUP INNOVATES THROUGH MILLENNIAL MARKETING

The InterContinental Hotel Group offers more than 650,000 rooms in around 4,500 hotels across 100 countries making it one of the largest in the world.  In this session, they will share how they innovate through branded content and their loyalty program to connect with Millennial travelers who greatly value the experiences in travel and hospitality.

Janis Cannon

Global Brand Portfolio Leader, Brand Leadership Marketing

Crowne Plaza Hotels & Resorts and Hotel Indigo

 

MARKETING TO MILLENNIALS: TOP TRENDS AND WAYS TO REACH THIS ELUSIVE GROUP

The largest and most influential generation of consumers ever, Millennials, are no longer an unreachable audience.  While some brands as well as marketers fear the unknown with this “enigma generation,” the real winners are the marketers who embrace and engage with today’s Millennials.  In this session, a leading industry expert will share major Millennial trends that that influence consumer behavior and attitude, new marketing strategies that win with millennials, insights about the Millennial generation as new parents, and examples of best practices marketers can apply to engaging millennials and millennial parents.

Greg Vodicka

Account Lead & Strategic Consultant

FutureCast

 

GEICO GIVES MILLENNIALS BETTER TOOLS AND ACCESS

GEICO is a major TV advertiser that works to reach a broad demographic – essentially anyone who drives a car. But what you might not know is that GEICO has recently conducted a thorough review of the ways that its customers, particularly Millennials, interact with the brand on their phones and online. This review prompted GEICO, and their 20-year partner, The Martin Agency, to give Millennials fast, fun and easy interactions with GEICO.  In this session, you’ll hear from the team as they talk about the insights they used about Millennials that helped them build these new tools. 

Chris Mumford

Executive Vice President, Director of Account Management

The Martin Agency

Darren Himebrook

Vice President, Director of Digital Production

The Martin Agency

4:00pm  

Conference Adjournment

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