Tuesday, November 18, 2014
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8:15am
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Breakfast
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9:00am
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General Session
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Welcome
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Fernando Gonzalez
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President North American Consumer Business
Georgia-Pacific, LLC
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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.
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Douwe Bergsma
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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®
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TARGET CONNECTS WITH MILLENNIALS THROUGH ENTERTAINMENT AND MUSIC
Music is the No. 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.
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William White
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Marketing Director
Target Corporation
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10:40am
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Coffee Break
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11:00am
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General Session cont.
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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.
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Meagan Priselac
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Multi-Media Journalist & Social Media Coordinator
The Coca-Cola Company
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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.
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Bayard Winthrop
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Founder & Chief Executive Officer
American Giant
Christian Hughes
Principal & President
Cutwater
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12:30pm
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Luncheon
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1:30pm
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General Session cont.
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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.
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Janis Cannon
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Global Brand Portfolio Leader, Brand Leadership Marketing
Crowne Plaza Hotels & Resorts and Hotel Indigo
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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 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.
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Greg Vodicka
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Account Lead & Strategic Consultant
FutureCast
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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.
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Chris Mumford
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Executive Vice President, Director of Account Management
The Martin Agency
Darren Himebrook
Vice President, Director of Digital Production
The Martin Agency
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4:00pm
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Conference Adjournment
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