This document provides an agenda for the Youth Perspective 4 Conference taking place on October 13, 1999 at the Ministry of Sound in London. The agenda includes sessions on understanding today's youth culture, advertising to youth audiences, communication strategies, television, gaming, branding case studies, and a view of the future of youth marketing. There will be youth opinion panels and presentations from industry experts on topics like clubbing trends, television programming, gaming, brand partnerships with music, and effective youth marketing strategies.

2. Programme
09.15 Ghairman's Welcome & lntroduction
Malcolm Gox, Madreting Dircc"tor, Enap 0n Air
The Market
09.30 BeingYoung lsn't What It Used To Be
What is different for today's youth and why is an
understanding ofthe pressures, stresses and attitudes
affecting them so important? 7hat are the current youth
trends? What is happening to youth culture in the global
community?
Sean Hllot de Ghenecey, Associate Dircctor,
Info rmer lrteractive Research
Gommunication
10.00 Above the Line Advertising
How can you reach this audience through above the line
advertising? This session will focus on examples of effective
advertising campaigns outlining what works and why?
Robed Senio4 Padne6 Fallon ilcEligott
10.20 Below the Line Gommunication
How can below the line communication add to the success of
an overall marketing campaign? It used to be purely about
column inches and broadcast coverage but this is no longer
the case. The use ofpublic relations, design, brand
partnerships, student marketing and sponsorship are just
some of the ways of reaching your audience. What do you
have to consider and how do you evaluate what works?
Ghris Wad, Managing Dircctor,
Beatwax Gommunications Group
Questions & Goffee10.40
Going Out
ll.20 Glubbing in 2000 and Beyond
This session will give an insight into clubbing today. Ten
years after Acid House, what is happening now and what is
the future of clubbing? Is it possible to involve your brand in
the club scene and gain brand credibility?
Neil Stevenson, Editor, Mixmag magazine
11.45 Youth Opinion: Glub Dl presents a view
11.50 Gase Study- Ericsson
Ericsson see young people as one of their key marketing
audiences. How do they target this market and how have
they used their association with music to successfully
promote their brand?
Vijay Anand, Head of Ghannel Marketing, Ericsson
12.15 Youth Opinion: Student entedainment
manager presents a view
12.20 & Lunch

3. Malcolm Gox, Mad<eting DirectoD Emap On Air
One of the UK's leading experts in marketing to youth audiences,
Malcolm headed up the marketing team at Kiss 100, planning and
implementing the launch ofthe station in 1990, successfully doubling
listening targets and creating one ofthe leading youth brands in the UK
He has since master-minded the new look Kiss 100 and the current
advertising and marketing campaign.
Staying ln
14,00 Television
'!7hat
television programmes appeal to the youth of today?
This session will take a look at what have been the recent
successes in youth programming. !7il1 digital have any effect
on the youth television consumer?
Andrew Newmann Youth Gommissioning Editor, Ghanne!4
14.25 Youth Opinion: Editor of specialist youth
magazine plesents a view
14.30 Gaming & the lnternet
'!7ith
views from a developer of interactive entertainment
sofrware and an award winning internet agency, this session
will look at the future use of the internet and PC and console
gaming in the youth market.
lohn Burns, Managing Dircctor, Activision, &
Richard Davies, Managing Director, Good lechnology
14.55 Youth Opinion: lnternet user/game user
preseds a view
15.00 Questions & Tea
Brands
15.30 Case Study - Merrell
'!7hat
happened when an outdoor shoe brand was taken up as
a youth fashion icon? Merrell talks about its experience, and
how it's responding to demand and adapting its marketing
strategy. How can you make it happen?
Gharles Willis, European Marketing Director,
Merrell Europe
15.55 GaseStudy- Red Bull
This session will look at Red Bull's history, brand personality
and communication principles and reveal how it has come
to achieve phenomenal sales in the youth market?
DanielSchwalb, Head of Marketing, Red Bull
The Future
16.20 A View of the Future
The cynical consumer makes a much more educated
purchase decision. lUhat will be will be key elements of
effective youth marketing in the future and what role will
advertising, public relations and design play?
Geoff Glendenning, Padnea Thitd Planet
Questions
Chairman's Glosing Remarks
Registration
Youth Perspective 4 Conference
Wednesday 13 Octob er 7999
Ministry of Sound, London
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Gonference Fee
Early booking price of1455 + VAT (1534.63) for bookings received
before Friday 3rd September. After this date the price rs 1495 + VAT
(t5B 1.61 ). The fee covers all conference proceedings, delegate pack,
speakers' notes, luncheon and refreshmcnts.
Group Rates
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There is a multi-rate package designed for those organisations wishing
to send more than one person:
10% discount for two or more delegates booking at rhe same time
L445.5A @523.46 inc VAT) per person;
Special early booking group rare L420.7 5 per person (L49 4.3 8 inc VAT)
for bookings oftwo or more received on or before Friday 3rd September.
Confirmations
Once written confirmation ofa booking has been received,
a letter of confirmation and joining instuctions will be senr to you
within seven days. You will also receive under seperarc cover from our
accounts department an invoice/receipted invoice relevant to your
registration. If you have not received either of these two weeks before
the conference, please contact the conference organisers, as any
invoices issued must be honoured.
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Pre -payments to be made with booking form, or u,.here agreed,
paynent to be made upon receipt of invoice. Please make cheques
p:ryable to Hal,rnarket Publishing Services Ltd.
Cancellations
All cancellations must be made in writrng to the address stated
be1ow, and made no later that 2 1 days prior to conference date.
Such cancellations are subject to a handling and administrarion
charge of f,75.00 + VAT per delegate, r.vhich will be deducted from
any due refund, or invoice, whichever is appropriate.
The company regrets that, no cancellations are acceptable 20
days prior to conference date but a substitute delegate can be
nominated. Pre-payments will not be refunded and invoiced sums
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to mitigate loss.
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For any additional information, please conract:
Faith Manning, Conference Administrator,
Haymarket Conferences, 174 Hammersmith Road,
LondonW6 7JP
Tel: 0171 4134390
Fax: 0171 413 4486
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