Marketing To Super-Communicators
June 24-25, 2009
Time & Life Building – New York

DAY ONE
Wednesday, June 24, 2009

11:00 - 12:00PM
Registration

12:00 - 12:15PM
Welcome Address
Todd Wasserman, Editor, Brandweek

12:15 - 1:00PM
Opening Keynote: YouTube Stars
Have you heard of Fred? He's a YouTube sensation, racking up more than 1 million subscribers to his channel, and movie studios are knocking on his door. Fred's not the only one. New YouTube stars emerge everyday. Hear some tips on how to get your brand message aligned with the greatest mechanism for teen stardom to come along in years.
Chris Di Cesare, Head of Marketing, YouTube

1:00 - 1:30PM
MTV Network's GenP Report
Teens consume media and technology differently than any other generation. But what exactly are they doing with it? MTV's GenP report offers a glance into the guiding forces behind these trends and teen perspectives. GenP weaves together macro trends to show how teens are shaping and being shaped by media. Gain insight into how teens are navigating their way through the world, igniting new phenomena and breaking new ground.
Allison O'Keefe Wright, Vice President, Strategic Insights & Research, MTV Networks

1:30 - 2:00PM
Marketing To Super-Communicators
As more brands look to social media as a fresh, fun way to reach teen consumers, marketers need to evaluate the short and long term benefits. Hear the latest trends in emerging social media, how to create a brand strategy that engages teens, and how to measure and monetize your online campaigns.
Catherine Cook, Teen Founder, myYearbook.com
Geoff Cook, Chief Executive Officer, myYearbook.com
Interviewed by Mark Hosbein, Senior Vice President, Marketing, The Nielsen Company

2:00 - 2:15PM
Networking Break
Sponsored by YOUniversity TV

2:15 – 3:00PM
Cause Marketing Meets Social Media
Cause marketing is a powerful tool to facilitate interaction between people, the brands they love and the causes they care about . Now, add the social media layer to your cause marketing plan, and you’ll really drive awareness through the power of social networking. Gain insight from experts as they present their experiences, and the results - good and bad - to help you help your community through cause marketing.
Scott Birnbaum, Senior Vice President, Marketing, Aeropostale
Aria Finger, Chief Marketing Officer, Do Something
Joe Marchese, President, SocialVibe

3:00 - 3:30PM
Keynote: Seventeen Everywhere!
Ann Shoket outlines Seventeen Magazine’s key editorial programs around fashion, beauty, and college that have unified print and digital platforms to stay connected with teen girls who are constantly on the go. As the driving force behind the fashion and beauty iconic teen brand helping more than 13 million readers grow up to be confident, self-assured young women, Ann gives her perspectives on what you can and must do to reach this moving target.
Ann Shoket, Editor-in-Chief, Seventeen Magazine

3:30 - 4:15PM
That’s Not Cool: Digital Dating Abuse
Pressure to send nude photos. Harassing, incessant text messages. Invasion of social networking accounts. These are just a few examples of digital dating abuse, an ever-growing problem in teen relationships. Highlighting examples from the “That's Not Cool” integrated campaign, R/GA and The Advertising Council survey the different uses of online communities and share their insight how to embrace digital branding and social media tools to raise awareness and protect teens.
Erin Noonan, Account Director, R/GA
Rebecca Roban, VP, Campaign Director, The Advertising Council

4:15 – 5:00PM
Tap Into $20 Billion Hispanic Teen Buying Power
Hispanic teens boast an impressive buying power of more than $20 billion, which is expected to increase 60% by 2020. Knowing this anticipated growth rate, you cannot miss the discussion between AOL Latino and McDonald’s as they walk through their strategies to successfully engage Hispanic teens and increase ROI.
Jonna Cartwright, Senior Manager, Category Planning and Segmentation, The Coca-Cola Company
Olivia Maloney, Director, PLATFORM-A | AOL Latino
Adam Salgado, Marketing Director, Houston Region, McDonald's USA
Tommy Thompson, President, iNSPIRE!
Moderated by Daniel Aversano, Senior Product Manager, The Nielsen Company

5:00 - 5:30PM
Keynote Interview: Listening To Teens
Steve Greenberg, who currently runs S-Curve Records, signed Hanson, the Jonas Brothers and most recently Care Bears on Fire, as well as Joss Stone, Tinted Windows and the Baja Men. He'll discuss how to identify music that will interest teens, as well as how to market it to them - with or without other product and marketing extensions.
Steve Greenberg, CEO & Founder, S-Curve Records
Interviewed by: Rob Levine, Executive Editor, Billboard

5:30 - 6:30PM
MarTEENi Hour Networking Reception
Sponsored by Cha Cha

DAY TWO
Thursday, June 25, 2009

8:00 - 9:00AM
Registration & Continental Breakfast

9:00 - 9:15AM
Day One Re-Cap
Todd Wasserman, Editor, Brandweek

9:15 - 10:00AM
Building A Brand On Social Media
Social media is about rapid communication and making real connections. You just have to learn how to get teens to join your conversation. Learn the rules of social media for teens and what is going to make them want to become a fan of your brand and share with their network of friends.
Anne Bologna, Founding Partner & CEO, Toy New York
Matt Milner, VP Social Media, Hearst Magazines Digital Media
Ziv Navoth, SVP, Marketing & Partnerships, AOL People Networks
Ryan Penagos, Editor, Marvel.com, Marvel Entertainment
Moderated by Todd Wasserman, Editor, Brandweek

10:00 - 10:30AM
Keynote Interview: All The Old Stories, With A New Twist
Teens don’t want to be preached at or bombarded with angst-ridden, unrealistic drama. They want to be treated with respect, and expect honest, humorous stories that resonate with their life experiences. Learn successful methods for creating feature films and television shows for a teen audience using the case studies of “Spectacular!” and other hit Nickelodeon shows. Hear how original programming, viral and community-based marketing and good storytelling are what it takes to capture teens’ attention.
Bill O'Dowd, President, Dolphin Digital Media and Dolphin Entertainment
Interviewed by Georg Szalai, NY Bureau Chief and Business Editor, The Hollywood Reporter

10:30 - 10:45AM
Networking Break

10:45 - 11:15AM
Teens & Three Screens: TV, Mobile & Web
Texting, social networks, time shifting and video online have changed the way teens consume the media. In this presentation, The Nielsen Company unveils exclusive research summarizing teens' usage of television, the Internet and mobile phones, including their video viewing across these three screens.
Nic Covey, Director of Insights, The Nielsen Company

11:15 - 12:00PM
Rated “T” For Teens: Get Your Brand In The Game
Barack Obama made history by running the first in-game ad campaign to promote a presidential candidate. Hear about new groundbreaking ad campaigns that help brands tell their story and build engaging relationships with teen gamers. Leverage the value of your brand, generate revenue and enhance the gaming experience.
Elizabeth Harz, Senior Vice President, Global Media Sales, Electronic Arts
Teemu Huuhtanen, EVP, Marketing & Business Development, Sulake Corporation & President, North America, Sulake
Jack Koch, Head of Marketing Research, Massive
Moderated by Gerardo Guzman, Director Video Games, The Nielsen Company

12:00 – 12:45PM
Cinderella Story
Walt Disney Records is successfully launching another cool teen-targeted band - KSM - through revolutionary multiplatform integration strategies including the new ABC Family series, 10 Things I Hate About You, and a summer tour with Demi Lovato and David Archuleta. During a Q&A interview with Damon Whiteside, get to know the all-girl band, KSM - Shelby Cobra, Katie Cecil, Sophia Melon, Shae Padilla & Kate Cabebe.
Damon Whiteside, SVP, Marketing, Walt Disney Records - Disney Music Group

12:45 – 12:55PM
Teens In Malls: Research Presentation By EYE
EYE conducted a teen study with Arbitron in late 2008 to find out what teens do and think about while in the mall. EYE and Arbitron also looked at a separate group of adults and found that the “Power Shopper” mom spends about $10k per year on their families at EYE malls. This presentation will offer some insights in these audience segments.
Michelle Schiano, Vice President, Marketing, EYE USA

12:55 - 2:00PM
Networking Luncheon
Sponsored by EYE

2:00 - 2:45PM
Emerging Global Teen Trends
Focusing on the 15-19 demographic, Sharon Greene will look at emerging Global teen trends, new youth priorities, and their future impact on society. Sharon reveals the dynamics among teens comparing influential models in the US with Europe 5 and in emerging countries, Brazil, Russia, India and China. Sharon will zoom in on some of the distinct trends in these emerging markets and review the implications for tomorrow’s business leaders.
Sharon Greene, Managing Director, RISC International

2:45 - 3:30PM
Millennials Shifting Screens: Hear How LG Mobile Got “Haute & Bothered”
On Teen.Com TV Young consumers evident screen shifts offer an important view into what's next with rising numbers preferring to get their entertainment online and on “my time”. With the proliferation of websites aiming to capture their viewing time and traditional media struggling to retain an audience, marketers and content producers are striving to leverage emerging platforms to attract these lucrative viewers. Learn more about an innovative digital program that succeeded in keeping this fickle group - and their wide, wide network of friends - engaged and coming back for more.
Ami Armstrong, Producer
Jon Zimelis UTA ONLINE
Moderated by Jamie Elden, VP, Digital and Branded Entertainment, Alloy Media + Marketing

3:30 - 3:50PM
Networking Break

3:50 - 5:00PM
9th Annual What Teens Want Panel
Enterteenment’s teen columnists are from all over the US and various socio-economic backgrounds and truly represent the inclusive and universal style of the brand. In addition to providing a portrait of teen life in general, they are enthusiasts on the subjects they cover, offering incredible insight on what teens want.
Cory | Class of 09| Gamers
Adam | Class of 09 | Food & Beverage
Richie | Class of 09 | Health & Fitness & Technology
Alma | Class of 10 | Giving Back
Jamie | Class of 10 | Art
Nick | Class of 10 | Sports
Rachel | Class of 10 | Teen Green
Tenzing | Class of 11 | Girl's Beauty & Fashion
Moderated by Amanda Mills, President & CEO, EnterTEENment
SPONSORED BY: EnterTEENment

Agenda is subject to change