WHAT TEENS WANT WEST 2008 DAY ONE – Thursday, October 2, 2008 8:00 - 9:00 AM Continental Breakfast 9:00 - 9:15 AM The Future of Marketing to Teens Becky Ebenkamp, West Coast Bureau Chief, Brandweek 9:15 - 10:00 AM KEYNOTE Why Gen Y Now?; Talkin' Bout This Generation Are teens entitled? Blindly optimistic? Impossible to reach with traditional media? With findings from the most recent Cassandra report, Jane will talk about what made teens who they are, what trends will affect them moving forward, and the best way marketers can reach them. In a world where trends change quickly and these generations seem harder to understand, knowing the ins and outs of what is happening is more important than ever. Jane Buckingham, President, The Intelligence Group, Creative Artists Agency 10:00 – 10:45 AM Youth Social Entrepreneurs Did you know that 89% of teens are likely to switch to a brand that is aligned with relevant social and environmental issues? Explore how corporate cause-related initiatives influence teens behaviors and preferences. DoSomething.org's Aria Finger interviews a teen social activist about taking action, what companies cause-campaigns are lame, how to capture this generation of teen activists, and how to fit celebrities into your cause equation. Aria Finger, Chief Marketing Officer, DoSomething.org 10:45 - 11:15 AM Networking Break 11:15 – 12:00 PM KEYNOTE Lights! Cameras! Action Movies! IMAX Maximizes Media Madness Greg Foster will discuss the formula to create films that stick for teens and how to make movies into "events" that resonate with this demographic. He will touch upon the importance of factors such as film content, celebrity appeal, marketing campaigns, creative advertising, publicity, promotions, licensing, merchandising, interactive marketing, and media planning. Greg will explain what makes IMAX the ultimate movie experience with animated and live action titles such as The Dark Knight, Harry Potter and the Half Blood Prince, Shrek Goes Fourth, Monsters vs. Aliens and Deep Sea 3D. You’ll also learn about new trends in film making and teen consumer behavior in the entertainment industry. Greg Foster, President, Filmed Entertainment, IMAX Corporation 12:00 – 2:00 PM What Teens Want Luncheon 2:00 – 2:45 PM Creative Case Study: T-Mobile & Publicis in the West Presents 'Tony's World' Tony's World is a multi-platform marketing program that includes online, out-of-home, and rich media. Publicis in the West and T-Mobile USA present a unique case study on how they collaborated to create a truly innovative digital marketing strategy, the challenges pre-launch and the results post-launch, and their plans to continue to reach teens with cool products paired with targeted messaging. Ted Koszuta, Interactive Associate Creative Director, Publicis in the West Gina Montanez, Manager of Web Marketing, T-Mobile USA 2:45 - 3:30 PM Keynote 3:30 – 4:00 PM Networking Break 4:00 – 4:45 PM High School Confidential: Teen Opinions Revealed Can you handle the truth? This panel of teen boys and girls will reveal their true feelings about the brands they love, lifestyle, sports, politics, blogging, social networking, television shows, movies, gaming, and much more. Find out what they're connecting to and the best ways to bring your brand into their world. Moderated by: Frank Garland, COO, HighSchoolSports.net Sponsored by: HighSchoolSports.net 4:45 – 5:30 PM Making the Brand: A Spotlight on the Clique Girlz Join the Clique Girlz, the latest teen/tween pop act to emerge from Jimmy Iovine¹s Interscope Records, as they discuss what teens want and how to best connect with them. The Girlz sisters Paris (12) and Destinee (14) and best friend Ariel (14) will be joined by executives from Interscope Records, GMR Entertainment, their management team and a brand marketer to discuss the art of the deal and partnering brands with the band. Immediately following this panel discussion, the Clique Girlz will treat conference attendees to an acoustic live set, performing songs from their debut album Incredible. Paris Monroe, Destinee Monroe, Ariel Moore, Clique Girlz Lenore Monroe, Manager, Clique Girlz Marcus Peterzell, Managing Director, GMR Entertainment Steve Berman, President, Marketing and Sales, Interscope Records 5:30 – 7:00 PM MarTEENi Hour Networking Reception Performance by Clique Girlz DAY TWO – Friday, October 3, 2008 8:00 - 9:00 AM Continental Breakfast 9:00 – 9:10 AM Day One Re-Cap Becky Ebenkamp, West Coast Bureau Chief, Brandweek 9:10 – 10:00 AM KEYNOTE Consumer Culture at the Crossroads: The Uncertain Future of Aspirational Brands What happens when celebrity endorsements, beautiful models, sexy cars, designer clothes, and fantasy settings no longer move consumers? This old bag of tricks is not going to work much longer for the youth audience. Sharon Lee, Co-President and Co-founder of Look-Look, Inc., will examine a burgeoning trend of great cultural change — a movement away from aspirational brands towards collaborative brands. A great wave of co-creation, community and technology is carrying consumers away from brands that present one uniform message and lifestyle. Ms. Lee will discuss the drivers, outcomes, and potential of this trend. Sharon Lee, Co-Founder & Co-President, Look-Look 10:00 – 10:30 AM Networking Break 10:30 – 11:15 AM Puma Goes Hollywood: Entertainment Marketing Case Study Getting your brand in front of teens who are spending less time consuming traditional media outlets, is more of an opportunity than a challenge. Exciting opportunities are popping up all over Hollywood and Ryan presents how to ramp up your entertainment marketing strategy to reach teens through unique partnerships and product interaction with music and film celebrities. Ryan presents case studies on recent projects with rapper Ludacris, socialite-heiress Lydia Hearst, and the movie Speed Racer. Ryan Babenzien, Director, Entertainment Marketing, Puma North America 11:15 – 12:00 PM The GenP Report: Lives Connected "GenP" is a generation of producers and programmers, and MTV's GenP Report, which was built on ethnographic research, weaves together a number of macro trends outlining why young people hunger for new technologies and platforms and forecasts where they are heading in the next year, not only in the digital and social networking space, but also in entertainment and their leisure time. MTV's groundbreaking research paints a detailed portrait of young people today across areas that matter most to them—music, technology, education, religion, success, stress and relationships. Matt Catapano, Senior Director, Research and Planning, MTV Networks Interviewed by: Becky Ebenkamp, West Coast Bureau Chief, Brandweek *Agenda subject to change