MARKETING TO MEN: 18-34
Evolution of the Male Consumer: Leave Stereotypes at the Door


October 21-22, 2008
Edison Ballroom - New York City


Day One - October 21, 2008


12:00 - 1:00 PM
REGISTRATION


1:00 - 1:15 PM
WELCOME ADDRESS: STATE OF THE INDUSTRY
Barry Janoff, Executive Editor/Sports Editor, Brandweek


1:15 – 2:00 PM
KEYNOTE
Take Advantage of Digital
Turn smart digital marketing strategies into sales. Know your audience, where they are and what matters to them. Learn how to develop a consistent message to engage your target male audience across all digital platforms. Delve further into unique marketing opportunities targeting the male market that will make you excited to go back to the office!
Brian Gies, Vice President of Marketing Impact, Burger King


2:00 – 2:45 PM
KEYNOTE INTERVIEW
Leverage the Power of the Web
FunnyorDie.com, launched in April 2007 by Will Ferrell, Adam McKay, and Chris Henchy, is part of a rapidly changing online landscape that creates exciting ways for marketers and advertisers to get their message and brand in front of their target market. The company's new CEO, former ESPN and NASCAR executive Dick Glover, shares his insight into creating an online community that men want to find, how to leverage user-generated content, and drive audience growth and consumer engagement on your website.
Dick Glover, President & CEO, Or Die Networks and Funny Or Die
Interviewed by John Burbank, Chief Marketing Officer, The Nielsen Company


2:45 – 3:15 PM
NETWORKING BREAK


3:15 – 4:15 PM
Sports Talk: Get Your Brand In The Game
The rules have changed dramatically when it comes to reaching men 18-34. How can you plan your strategy so that the target demo will not only listen to but, more importantly, retain your message? This dynamic session will show how you can take advantage of marketing tactics that have proven highly successful for WWE, the NFL, the Boston Red Sox, Dunkin' Donuts and companies in the $2 billion fantasy sports category.
Mark Lev, Executive Vice President, Fenway Sports Group
Geof Rochester, Executive Vice President of Marketing, World Wrestling Entertainment, Inc.
Chris Russo, Chairman and CEO, Fantasy Sports Ventures
Moderated by Barry Janoff, Executive Editor/Sports Editor, Brandweek


4:15 – 5:00 PM
TheEvolution of Man and How to Reach Him
How have men, their attitudes, and interests, spending and shopping habits changed since Playboy first hit newsstands 55 years ago? What's the best way to reach them now? Christopher Napolitano, the editorial director of Playboy, will discuss what makes the 18-34 man tick, how he has changed over the years and how to get his attention in this time of quick-hit news and competing entertainment options.
Christopher Napolitano, Editorial Director, Playboy Magazine


Immediately following the conference:
NETWORKING RECEPTION


Day Two October 22, 2008


8:00 - 9:00 AM
CONTINENTAL BREAKFAST


9:00 - 9:15 AM
DAY ONE RECAP
Barry Janoff, Executive Editor/Sports Editor, Brandweek


9:15 – 10:00 AM
KEYNOTE
Reaching Men with Music and Comedy
Men are multi-dimensional and multi-faceted. But Kevin Mackall will show you how MTV successfully taps into their daily lives with promotions and short-form content themes that resonate using rock, rap, action sports and video games. And Peter Risafi shares his experiences at Comedy Central to reveal how the network maintains a leadership role in the comedy genre and shows how humor and comedy can help your message cut through the clutter.
Kevin Mackall, Senior Vice President, On-Air Promotions, MTV
Peter Risafi, Senior Vice President, Brand Marketing Executive Creative Director, Comedy Central


10:15 – 11:00 AM
Let’s Make A Deal: Using Entertainment and Sports Marketing to Energize Your Brand
Executives talk about the unique opportunities entertainment and sports sponsorships and alliances provide—and the challenges that arise—in reaching men 18-34. Panelists reveal what types of concerts, festivals and sports events work best to build relationships between brands and consumers, and share their inside experiences on how to make your message resonant with men 18-34.
Dan Martinez, Senior Director, E-Commerce and Business Development, ESPN
Philip Grieco, Senior Manager, Sponsorships & Sports Marketing, Mars Snackfood US
Nicole Moran, Executive Vice President, Capital One Bank
Moderated by Robert Tuchman, President, Premiere Corporate Events


11:00 - 11:30 AM
NETWORKING BREAK


11:30 - 12:15 PM
KEYNOTE


12:15 – 2:00 PM
LUNCHEON


2:00 - 2:45 PM
Communication Revolution: How Media Will Impact Marketing to Men
Men are being confronted with thousands of messages a day from TV, magazines, Internet, radio, wireless devices and word-of-mouth. Media executives from both traditional and new media formats uncover the role that modern communications plays in reaching men, shows how you can design your message to resonate from among the masses and examines the impact print, digital and other forms of media will have in the coming decade on male consumers.
Mike Dodge, Senior Vice President, General Manager, AtomicOnline
Keith Richman, CEO, Break Media
Tim Sproul, Group Creative Director, Avenue A | Razorfish
Moderated by Jack Essig, VP and Publisher, Men's Health


2:45 – 3:15 PM
Put Your Marketing Strategy in Play
Massive, a wholly owned subsidiary of Microsoft, presents new gaming experiences that help brands tell their story and build engaging relationships with male gamers. Learn how to generate revenue through authentic in-game advertising, leverage the value of your content, and enhance the game experience for men 18-34.
Ian Ali, Sales Director, Massive


3:15 – 3:30 PM
NETWORKING BREAK


3:30 – 4:00 PM
Spiking Interest: The State of Men 2008 and Beyond
With original series such as "The Ultimate Fighter," "Factory" and "Game Trailers TV" and the home of blockbuster movie franchises such as "Star Wars" and James Bond, Spike has created on-air and digital destinations where men can congregate, interact and find entertainment and sports that speak directly to them. Spike has talked with a vast array of men who range from dedicated to casual viewers, and will offer new insights to show how marketers and brands can tap into the complexities and contradictions of being a modern man. How do guys define themselves? What do they want from their leisure and home activities? Do their careers define who they are? What do they seek from personal relationships? The answers will help you plan your strategies in seeking to attract and motivate this highly coveted and elusive demo.
Kimberly Maxwell, Senior Director, Brand & Consumer Research, Spike TV



4:00 – 4:45 PM
When Pigs Fly: Get Men To Listen To Your Multiplatform Message
Trojan has covered the topic of men for more than 90 years with a product that spurs endless conversations ranging from health to relationships to safe sex. But even though the basic instincts of man have not changed when it comes to meeting and forming unions with women, the way that Trojan speaks to its consumers has evolved. Using their marketing experiences as a case study, Jim Daniels and Mariusz Pisarek will show you how to reach men—and more importantly, how to get men to listen to your message—via TV, dedicated interactive Web sites, mobile tours and, ahem, product placement. As Trojan says in its latest TV spot from Kaplan Thaler, “Evolve,” grabbing the undivided attention of men 18-34 may only happen when pigs fly, “but look at me baby, I just got wings!”
Jim Daniels, Vice President Marketing, Sexual Health, Trojan
Mariusz Pisarek, Account Director, The Kaplan Thaler Group