People Forum

Multicultural Shopper Insights: What influences multicultural shoppers in their path to purchase? 

Over the past year, the ARF People Forum has spearheaded discussions on the growth of and expanding diversity of the multicultural consumer market.  This Forum will discuss the shopping habits of multicultural consumers, including:

• Do multicultural consumers shop differently? 
• Do they have different motivations, habits, rituals, patterns, or superstitions? 
• How are marketers developing effective shopper marketing programs with multicultural consumers, and what are the critical success factors?

Featured Speakers:

• Adnan Durrani – CEO, Saffron Road
• Kristen Mangine – US Operations CMK, The Procter & Gamble Company
• Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
• Ana Valenzuela – Associate Professor of Marketing, Zicklin School of Business, Baruch College
• Michelle Zweig – VP, Practice Area Lead, Nielsen

Agenda:

1:00–1:10 PM
Welcome and ARF Updates
Steve Rappaport – Knowledge Solutions Director, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

1:10–1:20 PM
Agenda Overview and Introductions
Ron Franklin – ARF Ambassador and formerly Vice Chairman of Research and Planning, GlobalHue

1:20–1:50 PM
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Practice Area Lead, Nielsen

1:50–2:20 PM
Ana Valenzuela – Associate Professor of Marketing, Zicklin School of Business, Baruch College

2:20–2:50 PM
Adnan Durrani – CEO, Saffron Road

2:50–3:20 PM
Kristen Mangine – US Operations CMK, The Procter & Gamble Company

3:20–3:50 PM
Panel Discussion

3:50–4:00 PM
Wrap Up
David Burgos – VP, Multicultural Practices, Millward Brown

4:00–5:00PM
Wine and Cheese Reception

A Fresh Look into the Future: Today’s Youth and their Relationship with Technology and Social/Mobile Media

In recent decades, the ethnic and racial composition of today's youth has become increasingly more diverse.  Our Forum begins with a Keynote from a top executive from the U.S. Census who will share her observations on the impact of this evolution.  This will be followed by presentations by, and conversations with, a half dozen experts on children and teens research.  We promise you an event rich in insights, with an emphasis on how technology and digital media are impacting the lives of today’s younger generations, and what this means for our society.

Featuring:

Co-Chairs
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenith Media

Speakers
Dan Coates – President, Ypulse
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks
Marc Normand – VP, Research, Disney Media Sales and Marketing
Diane Polvere – VP, Market Research, Sesame Workshop
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT
Marilyn Stevens - Partnership and Data Services Program Specialist, U.S. Census Bureau

Agenda:

1:00–1:15 PM
Welcome and Agenda Overview
Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Media Research and Consumer Insights, Zenithmedia
David Marans – EVP, Media, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

1:15–1:45 PM (includes Q&A)
“Who are Today’s Youth – Size of the Group, Trend, Geography, Multicultural and Changing Family Dynamics”
Marilyn Stephens – Partnership and Data Services Program Specialist, U.S. Census Bureau

1:45–2:15 PM (includes Q&A)
“Impact of Social Media on In-Coming College Students”
Jake Katz – Chief Architect, YPulse

2:15–2:45 PM (includes Q&A)
The New College Orientation: How Social Media has Revolutionized Back-to-School
David Yarus – Marketing Manager, Mr Youth

2:45–2:55 PM
Break

2:55–3:25 PM (includes Q&A)
“How Millenials approach everything in Life Like a Game”
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks

3:25–3:55 PM (includes Q&A)
“The Genesis of Mobile and Social with Kids”
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT

3:55–4:25 PM (includes Q&A)
“Measuring Sesame Street’s Reach across Multiple Platforms: A Tale of Converging Research Methods”
Diane Polvere – VP, Market Research, Sesame Workshop

4:25–4:55 PM (includes Q&A)
“Optimizing Creative Targets to Kids and Moms”
Marc Normand – VP, Research, Disney Media Sales & Marketing

4:55–5:00 PM
Wrap Up, Closing Remarks and Adjournment
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenithmedia
David Marans – EVP, Media, ARF

5:00–6:00 PM
Wine and Cheese Reception

 

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces.

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.

Featuring:

• Jennifer Batchelor – Social Media Strategist, Zubi Advertising
• David Burgos – Vice President, Client Service, Millward Brown
• Tania Cameron – Senior Manager CRM, Kraft Foods
• Chris Genteel – Business Development Manager, Google
• Jon Gibs – SVP Analytics and Insight, Nielsen
• Adam Lavelle – iCrossing
• Lisa Mabe – Founder | Principal, Hewar Social Communication
• Jason Crain – Direct Sales, Account Manager, Google

Agenda

4:00–4:10PM
Welcome and Introductions
Adam Lavelle – iCrossing

4:10–4:25PM
Social Media within the Context of the New Majority
David Burgos – Vice President, Client Service, Millward Brown
Co-author of Marketing to the New Majority

4:25–4:40PM
Ford Case Study
Jennifer Batchelor – Social Media Strategist, Zubi Advertising

4:40–4:55PM
How has “Comida Kraft” Engaged the Hispanic Consumer via Social Media
Tania Cameron – Senior Manager CRM, Kraft Foods

4:55–5:10PM
Marketing to Muslims
Lisa Mabe – Founder | Principal, Hewar Social Communication

5:10–5:25PM
The 5 Truths of the Digital African American Consumer
Chris Genteel – Business Development Manager, Google
Jason Crain – Direct Sales, Account Manager, Google

5:25–5:40PM
The New Digital Divide
Jon Gibs – SVP Analytics and Insight, Nielsen

5:40–5:55PM
Panel Discussion and Q&A
Moderated by: Adam Lavelle – iCrossing
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
David Burgos – Vice President, Client Service, Millward Brown
Tania Cameron – Senior Manager CRM, Kraft Foods
Chris Genteel – Business Development Manager, Google
Jon Gibs – SVP Analytics and Insight, Nielsen
Lisa Mabe – Founder | Principal, Hewar Social Communication

5:55–6:00PM
Closing Remarks
Adam Lavelle – iCrossing
Sheila Seles – Director of Digital and Social Media, The ARF
Steve Rappaport – Knowledge Solutions Director, The ARF

Featured Speaker: Marilyn Stephens

The 2010 Census holds great promise for multicultural marketers, but as the data unfolds, three questions arise:

• What do we know?
• What don't we know?
• What should we do to maximize the value of multicultural marketing?

What we know: Marilyn Stevens, Partnership and Data Services Program Specialist from the U.S. Census Bureau highlights current learning from the latest Census data.

What we don't know: Ron Franklin, ARF Ambassador for GlobalHue and President of NSightsWorldwide and David Burgos, VP, Multicultural Practice of Millward Brown will provide insights regarding important gaps in understanding multicultural consumers.

What we should do: Everyone will participate in facilitated breakout sessions that are focused on developing action plans to help marketers maximize Census data, close gaps and expand their multicultural opportunities.

Featured Speakers
David Burgos – VP, Multicultural Practice, Millward Brown
Ron Franklin - ARF Ambassador for GlobalHue and President, NSightsWorldwide
Marilyn Stephens – Partnership and Data Services Program Specialist, United States Census Bureau

And we welcome you to our networking wine & cheese party which begins as 4:30PM.