Neo One MD, Hetty Browne, speaking at Dude, Wheres My Brand Conference

2004-10-24 15:12:33

Hetty Browne will be presenting various case studies relating to our Impulse SMS text to screen service at the upcoming Dude, Where's My Brand conference organised by NMK.

For more information, please visit: Dude, Where's My Brand.

We all know that 18 to 26 year olds are more than just a mainstream group to target – they’re a multifaceted market who are sceptical, cynical and fickle. Yet despite being one of the hardest to reach consumer groups, they are also the most desirable, with more spending power than previous generations. Once you have their loyalty, they may be yours for life… But how do you attract them in the first place?

Dude? looks at the latest topics in digital marketing, including a comprehensive programme with new media strategies, developments in technology, case studies from hot youth brands and market research findings.

If you were hip with the kids last month then you probably won’t be next month. Dude? will tell you why you’re either nang or so extra (and if you don't know what that means you're just so 'long').

Who should attend:
Agencies or clients who currently target this age group
Agencies or clients who will be targeting this age group
Brands who wish to discover how to market with innovative approaches

Speakers include:
Tom Savigar, Director, Sense Worldwide
Mark Cridge, Glue
Greg Hirst, Business Development Director, Forbidden Technologies
Caroline Teunissen, Attic Media
Hugh Burrows, Commercial Director, QuePasa Communications
Helene Venge, Pan-European Head of Digital Marketing, Levi's ®
Sue Sareen, Director of Digital Marketing, Lateral.net
Hetty Browne, Managing Director, Neo One

1.00pm Introduction: Welcome to Dude, dude
Ewan MacLeod, Chair, introduces the afternoon conference.

1.15pm Session one: Approaching the market
Websites are no longer innovative ways in which to market to young adults in the UK – loads of brands have them, and most of them have their own ‘quirks’ designed to make the site sticky. This session looks at how some leaders in the youth market successfully target the UK’s youth through digital innovations:

* Tom Savigar (Sense): The importance of research
Includes illuminating facts about youth behaviour and trends
* Mark Cridge (Glue): The creative approach
Insights into the ‘Glue way’
* Greg Hirst (Forbidden Technologies): Going Viral with Mobile
Using viral-mobile campaigns
* Caroline Teunissen (Attic Media): Joystick Nation
Using Games

Questions – Chaired by Ewan

2.50 COFFEE

3.10pm Session two: Youth Brand Insights
Presentations of case studies from some of the leading youth brands, looking at what, why and how market leaders get it right time after time.

* QuePasa, Hugh Burrows
Que Pasa Communications is a digital media contract publisher delivering content solutions across web and mobile. The company has been working with Virgin Mobile for the last eighteen months, developing and launching their new content offering - BITES. Hugh will explain why Virgin Mobile's philosophy on content is radically different to that of other UK mobile networks, and how this has in practice shaped BITES - the first youth-targeted mobile operator portal.
* Levi's ®, Helene Venge (Levi's ® Europe) and Sue Sareen (Lateral.net)
Harder, Faster, More - keeping a big brand real for the dudettes. In spring 2004 Levi's ® launched a long-term digital program aimed specifically at girls. We take a look at the purpose of this program, how the planning and research unfolded during the process, and what the outcomes have been so far.
* NeoOne, Hetty Browne (Impulse)
SMS is a great way to market to young adults, but Impulse, an interactive entertainment platform for nightclubs and venues takes this technology further. By enabling club-goers to instantly interact with each other, the DJ, and staff by sending text messages to screens in the club, the voice of the youth can not only be captured, but also advertised to. Here Neo One, owners of Impulse, explain how brands can get into the clubs and pockets of clubbing youths.

Questions – Chaired by Ewan

4.30pm Session three: Beam me up Scotty
Brands are constantly repositioning themselves to keep up with ever-changing fickle youths. This session hears from the cream of the crop by the brands that get it right. Speakers include: 4.30pm Session four: Exploring the future
Our speakers look into their virtual crystal balls, and give us their take on the future by thinking about and answering (in 2 minutes or less) the following question:
What do you think will be the key to success for youth brands in the next 5 - 10 years?
Chaired by Ewan, Followed by questions.

5.30pm Close

About the Speakers

Tom Savigar - Director, Sense
Tom has had a passion for and worked in trend research for many years. His involvement with Sense Worldwide since its inception has meant Tom has enjoyed working within a variety of industries. Within technology, Tom has conducted forecasting, strategic and marketing projects which enable clients to move forward at a corporate and tactical level. Within industrial design, the work he has done has been used to inspire the industrial design process for companies like Vodafone, Eli Lilly and Proctor & Gamble. And with regards to the teen market, Tom has presented trend insights about this target audience to among others MTV, Nokia, Viewpoint Magazine and Gillette. Tom has written a book, ‘Born Clicking’, that looks at kids and technology.

Mark Cridge - Glue
Mark has worked in interactive since 1994 when he left the world of Architecture realising that it just wasn’t his cup of tea. Previously a Senior Creative at Modem Media in London, in 1999 he left to establish glue London to inject some much needed creativity into the UK’s digital advertising scene. Glue has grown quickly to nearly 50 people and their hard work over the past five years has really paid off as they have been named Campaign’s New Media Agency of the Year in 2002, Marketing’s Agency of the Year at the end of 2003 and New Media Age’s Most Respected Agency in 2004. In the past couple of years Mark has been cited by Campaign Magazine as a ‘Face to Watch’, one of their ‘Hottest New Media Creative’s’ and has secured a place in their exclusive A-List annual. He also to his great embarrassment was recently voted as the Most Influential Person in New Media, by New Media Age, narrowly beating Sir Martin Sorrell. Through glue he is actively working with an enviable client list including; Virgin, McDonalds, Unilever, T-Mobile, BSkyB, the COI and Channel4.

Greg Hirst - Business Development Director, Forbidden Technologies
In his Business Development role at Forbidden, Greg is responsible for delivering the technology that powers email and mobile marketing campaigns for big brands and marketing agencies. Greg has held a number of senior positions in a 20-year career in the high tech industry. His recent experience has included four years with Cap Gemini where he was appointed as Business Development Director of Cap Gemini Finance, responsible for the sourcing and introduction of new products. From 1998 to 2001 he was a Director and Managing Director of Raft International, the business software company, which floated on the London Stock Exchange in October 2000

Caroline Teunissen - Attic Media
After graduating from Edinburgh University with an MA in Fine Arts, Caroline joined Edelman Worldwide and worked in PR for clients such as BT and Commercial Union. After a six month sojourn travelling around India and the Far East, she came back to London and found a marketing job with Absolut Vodka organising their sponsorships and helping to build the brand. Leaving sbe set up youth sponsorship agency Flipside and quickly recruited clients such as the ISF (International Snowboarding Federation), Harvey Goldsmith festivals, The End, Centrepoint and many well known DJ’s and record labels. Asked by an ex-colleague to become the Global Sponsorship director of a new Swedish vodka brand, she sold her agency to Livewire and took on the challenge of launching a new spirit brand. Svensk is now the best selling vodka in Sweden overtaking Absolut in sales. Since then she has had various freelance roles, helping to launch new products or create online communities for clients such as Reuters. Caroline’s key skills are in devising innovative on and off line marketing campaigns that are strategically positioned to increase awareness promoting sales and long term brand positioning. She is fascinated by the internet and how branding and advertising is evolving in the virtual world.

Hugh Burrows - Commercial Director, QuePasa Communications
Hugh is a veteran of the music and media industries. Initially a business management trainee at IPC, Hugh then spent four years at IPC’s music group and was a member of the team which launched the hugely successful Loaded – which changed the global face of the men’s magazine market. He left IPC to become sales manager of groundbreaking music station The Box and then moved on to Emap. Here he spent six years, firstly as advertising manager of FHM, driving the market leading men’s title through its period of phenomenal commercial growth, then as Music Advertising Director across Mixmag, Sky, Select, Heat, The Face, Mojo and flagship title Q. Hugh has a keen understanding of the youth marketing landscape and at Que Pasa he drives the company’s trading relationships with media and marketing agencies and digital media specialists.

Helene Venge - Pan-European Head of Digital Marketing, Levi's ®
Helene started her career during her late teen years as DJ at the local radio station, followed by 4 years of organizing gigs at the university dormitory bar, and making national front page news when she, with a couple of friends, transformed a old incinerator into a youth culture venue. Somehow that led to grown-up jobs at the Danish Music Council, Sony Music and later at Levi's ® where she has held a number of different positions

Sue Sareen - Director of Lateral.net
Prior to joining Lateral, Sue was European Creative Director at Leo Burnett as well as having the role of Head of Interactive. Originally an Art Director, Sue has been a senior creative in agencies such as Ogilvy & Mather, FCB, McCann Ericksonn and Grey, and has worked across all major categories. She has also spent time as a commercials director and as a documentary maker at the BBC. Over a long career Sue has won a raft of awards including the prestigious D&AD Best TV campaign and many Golds and Silvers from BTA, Campaign Poster Awards, Creative Circle, and Clios to name but a few.

Hetty Browne - Managing Director, Neo One
Hetty Browne is co-founder and Managing Director of Neo One. Hetty is responsible for managing the day to day company operations and for executing the company's frontline product and service strategy. The last five years have seen Hetty running Neo One's high-risk / high availability services for the likes of BSkyB's Sky News and Sky One, SMS text chat for Teletext and Flextech and Neo One Impulse text-to-screen services across hundreds of nightclubs simultaneously. She has successfully led the development and implementation of these new interactive services as well as overseeing a 3-tier management team and over 70 moderators.

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