How’d They Do That?

BRANDS THAT EMBRACE THE COMMUNITY
3 Programs, 3 Communities, 3 Groups of Loyal Youth Followers

Virgin has long been a global leader and innovator in the area of corporate social responsibility. Nathan Rosenberg will focus on three of Virgin’s many campaigns: Flick Off, the environmental initiative that originated in Canada; the Virgin Musical Festival, which supports the arts community; and the Virgin Group’s Charitable Foundation, whose focus is to deliver real and lasting change.

All of these programs show the company’s commitment to supporting and embracing its communities—and all have resulted in a huge and loyal following within the youth marketplace. Learn what works—and how to do it—from the very best.

The Rise of the Creative Citizen Consumer
Today’s modern young citizen consumer, on a mainstream level, is more in tune with the creation of art and the understanding of cultural context than any previous generation how can you connect with them in a meaningful and involving way that allows them to be a part of the artistic and communication equation? This session will provide some important future-thinking context and, more importantly, some really eye-opening examples of, and thoughts surrounding, communication that is getting it right within this new reality.

Many Tools, One Goal
From text messaging to microsites to Twitter feeds, there is a seemingly endless amount of choice in how to use technology to get your messages out. This session will look beyond the device and examine how to connect culturally using the various tools available and still honestly insert your messages, at the right points and in the right ways, into the day-to-day lives of younger citizen consumers.

Ethics and Social Responsibility
Still contrary to the wishes of many in the industry this macro-value of the modern, more engaged and responsible consumer is not going away any time soon. What new information and context surrounding ethics and responsibility is out there for us to be aware of and who’s doing the best in this industry right now?

Tony Chapman
Founder, Capital C

We’re delighted to announce that Tony Chapman has agree to host the day and help us shape the content. Chapman is the founder Capital C, a creative and technology marketing services powerhouse that serves blue-chip clients throughout North America — and the only non-mass agency to win Agency of the Year. Among many other honours, Chapman is one of the youngest individuals to be inducted in the Marketing Hall of Legends, and his opinions on consumerism, brand building, social media and business strategy make him a sought-after guest and frequent contributor to national television, radio and newspaper. This will be his fourth time he has hosted the Youth Conference for strategy and he promises that it will be the best one yet!

Michael Wood
Vice-President, Teen Research Unlimited

Getting to Engagement in Tough Economic Times
Michael Wood leads the TRU study — the influential tracking and segmentation piece relied on by more than 150 of the world’s leading youth-oriented brands. They include Abercrombie & Fitch, Coca-Cola, Disney, ESPN, Gap, MTV and Nike, among others.

In the latest study, TRU uncovered some key motivating factors that encourage young people to buy during tough economic times. In that context, Michael will help us better understand young people, the environment they live in and how brands can make a better connection with this important audience. And as always, his presentation will be both insightful, entertaining and memorable.