Wednesday, February 1, 2017
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8:30am
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Breakfast
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9:15am
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General Session
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HONDA, MUSIC, AND MILLENNIALS: TWO THUMBS UP
American Honda Motor Co. rolled out its "Honda Stage" music program as a way to reach a 20-something audience that increasingly tunes out traditional advertising. The program was a big success and Honda plans to continue the program with some adjustments. In this session, Nick Lee, National Brand Manager – American Honda Motor Co., will share the details of the program, what worked, what didn’t, and how they plan to build upon its success.
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Nicholas Lee
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National Advertising Manager
American Honda Motor Co., Inc.
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T-MOBILE: BREAKING THROUGH MILLENNIAL AUDIENCE WITH “UNCARRIER” MOVEMENT
What's more "Uncarrier" than giving customers a piece of their mobile network? Uncarrier is a program aimed at benefiting T-Mobile customers and showing gratitude. This movement has produced astounding results and it has impacted their overall Millennial marketing strategy. In this session, hear how T-Mobile is differentiating themselves in the mobile network space by showing gratitude and building loyalty.
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Matt Staneff
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Senior Vice President, Marketing
T-Mobile
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10:55am
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Networking Coffee Break
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MILLENNIAL CONTEXT: A NEW ENVIRONMENT FOR BRAND STRATEGY
Context is everything for creating and implementing impactful brand strategies. Your brand opportunity means looking for the right code within that context – but to get to that code, you have to understand the context of your brand, and that means developing fluency and intelligence around the audiences you're trying to reach. Brands truly exist and thrive in the context of the perceptions and perspectives that your audiences have. Any modern brand must learn to design around, and adopt, behaviors that build around the audiences of their future. In this session we'll explore new tools that are providing insight into one of the most influential cohorts of the modern brand era – Millennials. We'll walk through the Millennial Mindset and showcase new methods for creating actionable strategies and creative ideas that win big with your audience and help push your brand towards a more confident future.
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Jimmy Keown
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Strategy Director
Barkley
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12:00pm
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Luncheon
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STX ENTERTAINMENT: MARKETING MOVIES TO MILLENNIALS
STX Entertainment is a fully integrated, diversified, global media company designed from inception to unlock value from the 21st century's changed media landscape. STX specializes in the development, production, marketing and distribution of talent-driven films, television, and digital media content, with a unique ability to maximize the impact of content across worldwide, multiplatform distribution channels, including direct passage into the China market. In this session, we will hear from Rachel Kimbrough, Senior Vice President, Business & Legal Affairs and Ramzy Zeidan, VP, Digital Marketing at STX, and learn how Hollywood's new studio successfully markets its films to millennial audiences.
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Rachel Kimbrough
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Senior Vice President, Business & Legal Affairs
STX Entertainment
Ramzy Zeidan
VP, Digital Marketing
STX Entertainment
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HARVESTING THE MILLENNIAL THROUGH MULTIPLE CHANNELS
Terlato Wines has become the fastest growing wine company in the U.S. due to their ability to understand, and market to, the emerging Millennial wine drinker. Terlato's launch of The Federalist brand - targeted to Millennial men - has been a particularly successful example of this and has utilized a multi-channel marketing strategy integrating social, digital, in-store, and print, leading to its current position as the fastest growing luxury wine (with sales of more than $1MM) in the U.S. In this session, Jamie Wideman, Vice President of Marketing, Food & Beverage -Terlato Wines, will describe the challenges and successes of bringing the brand to life through effective channel integration. You will also learn how they formulated a strategic and tactical approach that gave the brand a voice that is being heard loud and clear by Millennials.
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Jamie Wideman
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Vice President of Marketing, Food & Beverage
Terlato Wines
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3:45pm
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Conference Adjournment
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