Marketing to Millennials @ Georgia Pacific (Members Only Conference)

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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.

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Agenda

TIME EVENT DETAILS LOCATION
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