“True Stories of the Modern Family”
Special Focus on Marketing to the new American family presented by BabyCenter®
Hilton Garden Inn – 18th Floor (N. 500 Interstate 35 Frontage Rd.)
2 – 3pm – Media’s New American Family: No Norman Rockwell
Today’s average American family paints a very different portrait from the Rockwellian 1950s ideal – shifting from even just a decade ago. The demographics are rapidly changing, with Millennials bringing their own values to parenting and trumpeting them online via social media. BabyCenter brings together top experts to discuss the makeup, attitudes, and behaviors seen in modern families, offering insights into how media and brand advertising are reflecting this new paradigm – and spotlighting the implications and recommendations for marketers who want to reach this group successfully.
– Samie Kim Falvey, Executive Vice President, Comedy Development and International Scripted Development, ABC Entertainment Group
– A.J. Hassan, Vice President and Creative Director, Leo Burnett
– Steve Levitan, Co-Creator and Executive Producer, ABC’s “Modern Family”
– Chloe Gottlieb, Senior Vice President and Executive Creative Director, R/GA
3:30 – 4:30pm – The Scariest Word in Brand Advertising: Family
With so many definitions of family, brand marketers and ad creatives walk a fine line as they try to mirror the different faces of family in today’s landscape: unmarried couples, single parents, LGBTQ, mixed race, adopted, and yes, hetero/married, too. Ad campaigns showcasing these various types of families have provoked both support and outrage. This panel of brand leaders, multicultural ad creatives, and media buyers will talk about the real-world rewards and challenges in portraying contemporary reflections of family, who’s doing this well, and how to navigate the social-media response.
– Vida Cornelius, Executive Vice President and Chief Creative Officer, Walton Isaacson
– Jane Lacher, Executive Vice President, Strategy, Zenith Media
– Manoj Raghunandanan, Senior Marketing Director, Johnson & Johnson (Tylenol)
– Philip N. Cohen, Professor, University of Maryland, and author of “The Family: Diversity, Inequality, and Social Change” (W. W. Norton & Company, August 2014)
4:30-6pm – Cocktails & Networking