10:15 – 10:45 am
NETWORKING BREAK
Sponsored by BriteVision
10:45 – 10:50 am
ALTERNATIVE MEDIA TRENDS: THE IMPACT ON TRADITIONAL MEDIA
A Research Update from PQ Media
Patrick Quinn, President, PQ Media
Americans over scheduled
1975 - 8 media options
2006 - 21 media choices
Alternative media will be double what it was in 2000 by the year 2010, outgrowing traditional media growth by 10%
UGC will grow from 20MM 200 to quarter of a billion dollars
10:50 – 11:35 am
DIRTY CLOTHES, TINY BUBBLES AND OTHER TRICKS OF THE GUERRILLA TRADE
As you continue to try to bypass traditional marketing vehicles, more and more nontraditional marketing campaigns pop up in alternative spaces - street, viral, guerilla - on and offline. Our panelists discuss how to measure ROI and give an in-depth examination of the current state of alternative marketing: what's working & what isn't.
Kathy Delaney, President, Chief Creative Officer, Deutsch Inc.
Helayna Minsk, Director of Marketing, Unilever
Drew Neisser, President and CEO, Renegade Marketing
Moderated by Karen Benezra, Editor, Brandweek
What are the most exciting things you are doing?
Kathy Delaney on Ikea Event at the Javits center and decoration of NYC (this was pretty cool I have to admit)
Myths and Mantras about Guerilla Marketing
Drew Neisser- The definition of media has expanded (the best comment so far). Boundaries are melting, online/offline, entertainment/advertisement, mass/micro, media/technology, advertising/marketing/PR/Media/CRM
Helayna Minsk- We need to be where the consumer is. (Interesting thing Helayna did, every time she referred to the consumer she said "she", the odd thing is that this stood out. Not that I disagree, I just think it interesting that it stood out).
All Small and Mighty Campaign- A bus covered in clothes. I missed this one and, I am not upset about it.
11:40 am – 12:00 pm
THE BUBBLE PROJECT: TRANSFORMING ADVERTISING MONOLOGUES INTO PUBLIC DIALOGUES AND HAVING LOADS OF FUN DOING IT
Over 30,000 blank talk-bubble stickers have been placed on top of street ads in New York. Passersby fill them in and the photographed results show incredible commentaries on a wide range of topics including media, sex, politics, philosophy and advertising. The Bubble Project transforms advertising into a platform for people to express themselves free of censorship and talk back at adverting messages forced upon them. Ji Lee will share his story of how a $3,000 personal project has been connecting with millions of people and his lessons learned on why people are so eager to fill in the blank.
Ji Lee, Art director and Designer; Founder, Bubble Project
Tags: UGC, PQ Media, Media Spending, Alternative Media, Guerilla Marketing, Brandweek, Kathy Delany, Helayna Minsk, Drew Neisser, Karen Benezra, Brandweek, Unilever, Renegade Marketing Group, Deutsch New York, Sony, all, Ikea, CRM, marketing, media, advertising, lonelygirl15
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