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"I
like ads that entertain me and inform me straight up. Attaching
a brand name to a famous or beautiful person is not effective."
"September
11th has made me re-evaluate what is important to me, but the
way I spend money has not changed."
"The
media portray our generation in a negative way."
"Television
and movies give the impression that teens have bad morals, because
there's always lots of sex and drugs."
"Our
generation is too spoiled, too materialistic. I look up to my
mom. For her, it's 90 percent work and 10 percent pleasure."
"The
biggest problem our generation faces is corrupt politicians and
not enough youth involved in politics."
"Our
biggest problem is apathy. People only care about what they are
told to care about." |
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Robert
Bailey Bob Bailey is executive vice president for research and planning at BBDO Chicago, one of the world's five largest advertising agencies serving clients such as Wrigley, Bayer, Allied Domecq and Borden. He has been with BBDO for 29 years and leads a research and planning department of 15 professionals. His favorite part of his job is discovering what motivates consumers. Bob has received numerous awards for his work, including the advertising research industry's highest recognition, a grand trophy in the Ogilvy Awards Competition from the Advertising Research Foundation. He also has received BBDO Chicago's highest award, the Founders Award, and is listed in Who's Who in America and Who's Who in Advertising. Bob graduated with a B.A. from the University of Kansas, with honors, and received an M.A. and a Ph.D. in political science from Northwestern University. He received an M.M. with distinction from the Kellogg School of Management, where he currently serves as a member of the Alumni Advisory Board. Bob has been married to his wife Rita for 30 years and has two daughters: Becky, a recent Northwestern graduate, and Sarah, who is a freshman in college. Cheryl
Berman Throughout her career at Leo Burnett spanning almost three decades, Cheryl Berman has been responsible for some of the most creative, brand-building advertising celebrated around the globe. As chairman and chief creative officer for Leo Burnett USA, Cheryl is responsible for the agency’s creative product as well as the administrative and operational aspects of the creative and production departments. She is also head of the Leo Burnett USA Operating Board. Over the last decade, Cheryl and her creative group have won a host of industry awards and accolades including Andys, Addys, Effies, Clios and Cannes Lions. A talented songwriter with a natural ability to capture and share a brand’s story through music, Cheryl has composed well-known themes for McDonald’s, Disney, Kraft, Hallmark and the Chicago Bulls. Cheryl joined Leo Burnett in 1974 as a copywriter. She progressed through the creative ranks, being named associate creative director in 1978, vice president in 1981 and creative director in 1984. By 1986, Cheryl had been promoted to senior vice president. She became a group creative director in 1987 and added the executive vice president title a year later. Cheryl became the first woman appointed to Burnett’s Board of Directors in 1994. The Women’s Advertising Club of Chicago recognized Cheryl for her contributions to Leo Burnett and the local advertising industry in 1997, naming her “Ad Woman of the Year.” The “Determined Ms. Berman” was also featured in the Wall Street Journal Creative Leaders series in 2001. A Chicago native, Cheryl graduated from the University of Illinois at Urbana with a B.A. in journalism. She and her husband Randolph Kretchmar have three children who she claims provide the insights and inspiration to keep her on her toes in this industry. Julie
M. Danis Julie Danis uncovers consumer insights and develops creative strategy as director of Mind & Mood®, and extrapolates social, consumer and marketplace trends as part of Foote, Cone & Belding/Chicago's Future Focus process. She also practices brand relationship development through the agency's Brand Connectivity tool and is a resident creative problem solving facilitator. Prior to joining Foote, Cone & Belding, Julie was a principal in The Everest Group, a Chicago-based management and marketing consulting firm; ran her own marketing consulting business, Danis-Sliter Enterprises; and held marketing management positions at Leo Burnett and Frito-Lay, Inc. Julie is a writer, commentator and humorist. She is an editor and contributor to The Works magazine, wrote a column called “It’s A Living” featured in the Sunday Chicago Tribune, and contributed workplace commentary to public radio’s Marketplace program. She speaks to various groups on the subject “How to Make Work Work For You.” She received an M.B.A. and an M.A. in social service administration from the University of Chicago and a B.S. in human development from Northwestern University. Other studies have taken her to Iowa State University’s Writing Program and Chicago’s Second City School of Improvisation, as well as creative problem solving and storytelling courses. Julie is a trustee of the Goodman Theater, an associate member of the Metro-Achievement Center, and a member of the University of Chicago Women’s Business Group, Leadership America, and American Women in Radio and Television. She likes running and adventure travel. Geoffrey
Frost Geoffrey Frost is corporate vice president of global marketing and communications for Motorola’s Personal Communications Sector based in Libertyville, Illinois. He meets with key customers to create unique co-marking programs and develops edgy, attention-getting advertising to support new products. Geoffrey is focused on helping define Motorola’s “voice” within popular culture and aggressively positioning the company to capture brand leadership around the world. His team handles brand management, advertising, product publicity, public relations, sponsorships and brand events, promotional activities, agency management and other global consumer communications strategies. Earlier this year, with advertising agency partners Ogilvy and Mather, Geoffrey and his team unveiled “Moto" to the world. Moto, the consumer-focused expression of the Motorola Intelligence Everywhere brand represents the fusion of technology with a consumer’s personality, individuality, self-expression and identity. Under Geoffrey’s direction, Motorola has received an array of creative awards including an “Effie” Award for advertising effectiveness. Prior to accepting his current position at Motorola in 1999, Geoffrey served as global director of advertising and brand communications for Nike, where he oversaw brand strategy, advertising, direct marketing and Nike.com. Some of his most highly acclaimed marketing activities included Michael Jordan’s “Frozen Moment” and “Jordan CEO” campaigns and Tiger Woods’ “Hello World” and “I am Tiger Woods” campaigns. Additionally, Geoffrey’s “What are you Getting for Work” program was named Adweek’s Best U.S. Campaign of the Year. In 1998, Geoffrey received the Cannes Grand Prix for best campaign in the world at the International Advertising Festival. Christopher
B. Galvin Christopher Galvin began working at Motorola in summer jobs in 1967 and joined the company full-time in 1973. For the next decade, he held sales, sales management, marketing management and product management assignments in the Communications Sector, the two-way radio business in that era. In 1983, he joined Tegal Corp., a wholly owned subsidiary of Motorola and manufacturer of plasma etching and stripping equipment for the semiconductor industry, as vice president, marketing sales and service. A year later he was named vice president and general manager of Tegal’s U.S. operations. He became vice president and director of the Communications Sector’s Paging Division in Boynton Beach, Fla. in 1985, general manager of the division in 1986, and a corporate vice president in 1987. He moved to senior vice president and chief corporate staff officer in January, 1988, and became a member of the Policy and Operating Committees of the corporation. In May 1988, he was elected to the Board of Directors of Motorola, Inc. and elevated to an executive vice president in May 1989. In January, 1990, he joined the office of the CEO as senior executive vice president and assistant chief operating officer. He was elected president and chief operating officer in December, 1993, chief executive officer in January, 1997, and chairman of the board in June, 1999. Christopher received a bachelor’s degree from Northwestern University and a master’s degree with distinction from the Kellogg School of Management. He is a member of the Bechtel Corporations’ Board of Counselors, Computer Systems Policy Project (CSPP) Executive Committee, Business Council, American Society of Corporate Executives, the Hong Kong Chief Executive’s Council of International Advisors, The Business Roundtable, the U.S./China Business Council, the Beijing Mayor’s Advisory Board and the Catalyst Board; a trustee of Northwestern University and the American Enterprise Institute; an advisory board member for the American Society for Engineering Education and the National Underground Railroad Freedom Center; and a director of the Illinois Coalition for Science and Technology. Meridith
Jamin As a child, Meridith Jamin constantly asked the question: "Why?" After fine-tuning her querying skills, she moved on to perfecting her aptitude for eavesdropping. Fortunately for Meridith and society at large, she has been able to channel her natural curiosity to a greater cause than merely being nosy: She found a career in brand planning and qualitative research. Meridith has spent countless hours trailing moms, teens, singles and business people—probing them in research facilities, camping out in bedrooms, bonding with them in kitchens and grocery stores, and hanging out with them in bars. And she has spent even more time pondering and plotting brand positionings, marketing communications strategies and new products for some of the strongest icon brands, including Sony, Campbell's, Kraft, Fisher Price, Hallmark and Sears. Meridith was recently hired as director of planning and research at Sachs Insights, where she manages a group of researchers who are equally as curious as she is. Prior to joining Sachs, Meridith managed a group of brand planners dedicated to uncovering relevant teen and young adult insights and was a planning director on the Sony Consumer Electronics account. Prior to that, Meridith was a new products brand manager at Lever Brothers, responsible for planning new product strategies and programs for Snuggle and Wisk. She even holds a design patent for one of Lever’s key brands. Meridith began her career as a marketing consultant at the Fortini-Campbell Company. Her insights influenced advertising strategies, brand positionings and new products on Kraft, Hewlett Packard, Seagram’s and Tropicana. Meridith holds a B.A., Phi Beta Kappa, in economics from Northwestern University and an M.A. in integrated marketing communications from the Medill School of Journalism at Northwestern, where she was salutatorian of her class. Meridith lives with her husband Joe, infant son Jackson, dog Charlie Brown and cat Guisseppe on Manhattan’s Upper West Side. Barbara
C. Mannion Barbara has been with Harley-Davidson for nearly six years. She has held manager and senior manager positions in the general merchandise area before taking on the role of director of general merchandise. Her responsibilities include design, product development, marketing interface and management of products developed for the Harley-Davidson Motorclothes line, a full line of products including leathers, riding gear, apparel, accessories and gifts and collectibles. Prior to her work at Harley-Davidson, she worked at Spiegel, Inc. holding positions in purchasing, product management and new business development. She earned a B.S. in retailing at the University of Illinois at Urbana-Champaign. Barbara resides in Milwaukee with her husband and two children and is an avid motorcycle rider. Philip
Marineau
Philip Marineau is the president and chief executive officer for Levi Strauss & Co. (LS&CO.). He has an extensive record of achievement in consumer products marketing and management, including success in the highly competitive "Cola Wars." Prior to joining LS&CO. in September 1999, Philip was the president and chief executive officer of Pepsi-Cola North America. Brought in as a business turnaround expert in 1997, he focused the organization on operational excellence, clear accountabilities and relevant consumer marketing. As a result, Pepsi outgrew rival Coke in North America in 1998 for the first time in the '90s and then again eight out of the last nine months that he led the company. From 1996 to 1997, Philip was president and chief operating officer of Dean Foods Company. At Dean Foods, he oversaw a substantial increase in both sales and earnings. He led the successful repositioning of milk as a beverage rather than a food item. Prior to his tenure at Dean Foods, Philip spent 23 years at Quaker Oats Company—from 1972 to 1996—where he held a series of progressively responsible positions. He served as president and chief operating officer of Quaker Oats from 1993 to 1996. As COO, Philip had worldwide responsibility for the company and its brands, including Gatorade, which he is credited with growing from $85 million in revenues to $1.2 billion, making it a global powerhouse in the sports-drink industry. Philip is a board member of Meredith Corporation and the Vietnam Veterans Memorial Fund. He also is on the advisory board of the Kellogg School of Management and is a trustee on the board of Georgetown University. Philip received his M.B.A. from Northwestern University in 1970. He received a B.A. in history from Georgetown University in 1968. John
O'Rourke As director of worldwide Xbox marketing at Microsoft, John O’Rourke is responsible for building the Xbox brand and driving consumer demand for Xbox. John manages advertising, PR, packaging, events, research and direct marketing for the Xbox system, as well as product marketing for Xbox games published under the Microsoft label. John believes digital entertainment is the next great mass media revolution, and he recognizes that console games will be a primary force driving this revolution. His focus is understanding the needs of the consumer and developing programs, offers and events that engage the hearts and minds of those consumers in a way that will build a community with long lasting connections and loyalty to Xbox. From 1997 to 1999, John was director of marketing for the Learning, Entertainment, and Productivity Division of Microsoft, which developed and marketed software in the home productivity, education, reference and games areas. Prior to that, he was a group product marketing manager for the Desktop Applications Division, responsible for the various marketing efforts of Microsoft’s family of productivity applications including Microsoft Office, Word, Excel, Access, PowerPoint, Outlook, Publisher, FrontPage and Works. He joined Microsoft in January 1992 as product manager for Microsoft Publisher. He holds a B.A. in business and an M.B.A. from the University of Washington. Dakota
A. Pippins Dakota Pippins joined the Vigilante Division of Leo Burnett, USA as director of planning in August 1998. Today, he directs Urban Think Tank for Vigilante, a unit of Publicis Groupe. His responsibilities include managing Urban Think Tank (the company’s strategic planning and research unit) and identifying new revenue streams for the company. Since January 2001, Dakota also has served on the board of directors of Hormel Foods Corp. His previous experiences include serving as director of The Management Institute of New York University, senior vice president of planning and development for a division of Citicorp; senior vice president of the Chisholm-Mingo Group; vice president/management supervisor at Burrell Communications Group; and in various marketing management positions at General Foods, where he began his marketing career. He also was a co-founder and CEO of UTO Direct. Dakota has successfully developed and managed businesses in package goods, financial services, telecommunications and durable goods. While at General Foods, he developed Crystal Light, one of their most successful products of the last 20 years. As a senior vice president of a division on Citicorp, Dakota managed the development of an award-winning marketing program. He is an adjunct assistant professor at NYU, where he developed the university’s first course in integrated marketing communications and served for five years as director of the Management Institute. Additionally, while at NYU, Dakota also served as director of the Center of Direct Marketing and lectured in interactive and multimedia marketing. During 1995 and 1996, he traveled extensively throughout West Africa and co-founded Sustainable Community Development Network, Inc. (SCDN), an organization dedicated to building sustainable communities in both the United States and Africa. He received an M.B.A. in marketing from the University of Wisconsin and a B.S. in psychology from the University of Illinois, where he minored in mathematics and anthropology. He also has an extensive background in chemical engineering. Christopher
Robinson Christopher Robinson is director of marketing and sales for African American and youth markets for General Motors’ Vehicle Sales, Service and Marketing organization. Chris is responsible for developing the strategies and programs to drive improved market share among the African Americans and people under 35. Core to these responsibilities is building an expertise on the customer segment and then turning that learning into short- and long-term business plans for the customer segment. Prior to assuming this position in February 2001, Chris spent one-and-a-half years at OnStar as the director of marketing communications, where he worked to build the brand behind the highly acclaimed and award-winning Batman integrated marketing campaign. Chris went to OnStar in 1999 after two years as manager of truck advertising for the Chevrolet Motor Division, where he managed marketing communications for Chevy’s SUVs and minivans. Before joining Chevrolet, Chris spent a year at Ameritech as manager of marketing communications for small business services. Previously, he held a number of client service positions with Leo Burnett, most recently managing Asian and European initiatives for United Airlines. Chris holds an M.B.A. from the Graduate School of Business at the University of Chicago, as well as a bachelor’s degree in Industrial Administration from GMI Engineering and Management Institute. Chris also worked as a co-op student for General Motors’ Electro-Motive Division from 1984-1989. He has finished coursework towards an associate degree in culinary arts from the Cooking & Hospitality Institute of Chicago. Chris’
professional affiliations include membership in the American Marketing
Association, the Association of National Advertisers and the AdCraft
Club of Detroit. Charles
D. Schewe Charles D. Schewe is a professor of marketing at the University of Massachusetts at Amherst as well as principal in Lifestage Matrix Marketing. Professor Schewe has advised numerous companies in strategic planning, competitive intelligence, marketing research, customer service and competitive positioning. His client engagements have included The Coca-Cola Company, Kellogg's, Spalding Sports Worldwide, International Business Machines, Kmart, RJR Nabisco, Kraft General Foods, Prudential Bache, Grand Metropolitan, Lucky Stores, Eastman Kodak and Procter & Gamble. Over the last two decades, Dr. Schewe has focused on understanding the marketing management implications of an aging population and assisted numerous manufacturers and retailers targeting various age groups. From this knowledge base, he has worked as Executive Consultant to Age Wave, Inc., a San Francisco-based consulting firm specializing in offering counsel on the implications of the aging of America. While working at Age Wave, Dr. Schewe met Geoffrey Meredith, with whom he started Lifestage Matrix Marketing in 1994. Dr. Schewe has spoken extensively and internationally to executive groups on marketing topics within his areas of expertise. He has given numerous keynote addresses to large audiences in such varied industries as credit unions, healthcare, financial services, senior living communities, building supplies and polyurethane. He has authored more than 50 articles in academic journals such as the Journal of Marketing, the Journal of Marketing Research, Business Horizons, Marketing Management and the Journal of Consumer Marketing. His recent articles in American Demographics have been quoted and referenced widely. He is frequently featured in newspapers, magazines and trade publications nationwide. He is the author of Exploring the World of Business (Worth Publishers, 1996), co-authored with Ken Blanchard; The One Minute Manager; and The Portable MBA in Marketing (John Wiley & Sons, 1998). His most recent book, Defining Markets, Defining Moments: America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care, has been wildly acclaimed by business professionals and academics as detailing an exciting new way to understand today's market segments and their values. Dr. Schewe received his Ph.D. in 1972 from the Kellogg School of Management and his M.B.A. in 1965 and B.A. in 1964 from the University of Michigan. In 1979, he was a Fulbright-Hays Scholar at the University of Lund, in Sweden where he frequently is a visiting professor. Michael
Wood Michael Wood is a sought-after public speaker and teen expert. At Teenage Research Unlimited, he directs the company’s syndicated division, where he is responsible for the twice-a-year TRU Study—the key tracking and segmentation study relied on by more than 150 of the world’s leading youth-oriented brands. Michael presents to and consults with many of TRU’s syndicated clients, including Adidas, AT&T, Disney, ESPN, Estee Lauder, Frito-Lay, Gillette, Hewlett Packard, JC Penney, Kellogg’s, Kraft, LifeSavers, MTV, Neutrogena, Nike, Nokia, Nordstrom, Pepsi, Revlon, Sears, Seventeen, Showtime, Timberland and YM. Michael also is a frequent keynote speaker at many industry and special events. Michael has been widely quoted on teen-marketing issues, appearing in USA Today, The Wall Street Journal, The New York Times, Chicago Tribune, Los Angeles Times, Washington Post, Time, Business Week, Newsweek, Forbes, Fortune, Advertising Age and on CBS, NBC, CNN, CNBC, NPR, and countless more publications and electronic media. Before working at TRU, Michael worked in market research at Levi Strauss & Company in Brussels. Joining TRU in 1997 marked a return for Michael to the world of youth marketing. Michael began his career in marketing at the Small Business Administration in Washington, DC. He also has been employed by the Organization for Economic Cooperation and Development in Paris. Michael has a masters degree in international marketing from Boston University and a B.S. in marketing from the University of Alabama. Koichi
Yamamoto Koichi Yamomoto has managed research and marketing communications efforts for Japan's No. 1 advertising and creative services company, Dentsu Inc., since 1986. Today, as senior manager of the Corporate Behavior Department for the Dentsu Institute for Human Studies, he oversees research on corporate behavior and economics relevant to the communication industry, including youth and risk attitudes. Recent topics Koichi has researched include the comparison of risk attitudes between Japanese and U.S. businessmen, word-of-mouth communications, and inter-consumer dynamics. Koichi has played a key consulting role in various clients' new product development and communication strategies, including Coca-Cola Japan's development of tea and coffee brands and Apple Japan's introduction of PowerMacintosh. Other clients include Honda, Toyota, BMW, Volkswagon-Audi, SONY, Pioneer, Fuji, Shiseido, Meiji, Japan Tobacco, Kirin Beer, Digi-Cube, Omron and Asahi Kasei. Last year, Koichi planned and produced the "Dentsu Forum 2001," a seminar for 300 senior executives of Dentsu's top clients. Prior to that, he directed an internal project to reinforce strategic planning capabilities across Dentsu's Asian network. Koichi has lived in the United States, United Kingdom and Holland in addition to his native Japan. He is bilingual in Japanese and English. Koichi received a B.S. in architecture from the University of Tokyo in 1986 and an M.B.A. from the Graduate School of Business at Columbia University in 2000.
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