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Luke Mitchell


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St Leonards-on-Sea, East Sussex TN38 0JB
United Kingdom

Years in Business:



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I am specifically looking for marketing and media professionals interested in the UK 16-24 audience who would like to join top youth brands, media owners and agencies at Youth Marketing Strategy 2011.

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Date: Thursday 16 June Venue: School of Pharmacy, University of London, Brunswick Square, London Event: Informal-style conference. This is a collaborative event – wireless will be available and attendees will be invited to send comments and questions throughout the day via Twitter and SMS. Booking: Go to to book 9.30 Coffee and registration 9.50 Introduction + ‘Everything I know about youth marketing in 10 minutes’ Luke Mitchell, Reach Students As well as previewing the day’s content, Luke – who has spent the last 12 years involved in UK youth communications – will share major learnings gained managing campaigns for clients including Orange, NHS, Peperami and Cancer Research UK. Luke runs the youth marketing consultancy Reach Students and is author of Targeting Students: A Marketing Guide 10.00 Youth attitudes, habits and trends – fresh facts, new findings and what they may mean for your brand Neil Taylor and Joe Beek, Channel 4 Neil and Joe will be summarising new research from their UK Tribes project: “They’re everywhere. Emos down one end of the high street. Skaters pulling moves in front of the town hall. Trendies ignoring everyone else as they march towards a Saturday shopping spree. This project takes you to the heart of young Britain.” 10.30 Designing products and services for young people Julia Shalet, Product Doctor and Founder of the Digital Youth Project Julia will be providing insights on designing products and services for the youth market, with plenty of case studies and guidance on how to involve youth in the creation process. With over 15 years’ experience working with youth offerings, she has a great deal of experience to share. Julia was with T-Mobile for 12 years, where she took the brand to the number one market position for picture messaging, and has worked with many digital start ups. Julia was also responsible for growing and monetising the avatar-based community site Weeworld as well as directing the acclaimed Brixton Village Market Space Makers project. 11.00 How great youth brands are built Emily Kortlang, Fallon How do some brands capture youth attention and loyalty, while others fail? Why are some brands talked about and others ignored? Emily is former Youth Marketing Manager at Red Bull and now Account Director at Fallon, the agency behind the infamous Cadbury’s ‘Gorilla’ ad as well as work for French Connection, BBC Radio 1 and Sony. Emily will talk about her experiences working on campaigns for top youth brands, revealing the insights she has gained and her tips for long-term success. 11.25 Break – tea and coffee 11.45 Understanding the use of apps and social media in education: how young people in colleges and universities use tech tools Rob Wannerton, Customer Relations Manager (Library), Brunel University with Justin Smith, The Youth Group What has been the effect of Web 2.0 on higher education? What’s happening with social media in institutions, what tools and apps are now being used, how do students interact with them and what are the commercial opportunities? Rob and Justin will share personal reflections on where things are heading from an education perspective. 12.05 Big issues in graduate recruitment marketing: expert discussion Host Chris Davies of Graduate Coach will be joined on-stage by KPMG, Gradjobs and Phill Lane of Penna to discuss today’s big questions in graduate recruitment marketing. Recruiters: submit your questions for the panel in advance. 12.45 Straighttalking social media: how to find, engage and grow an audience, and understand the value of social media marketing activity Deana Burke, Blonde Deana is an experienced online community manager at Blonde, and currently works on the social media properties of various top-selling drinks brands, including Sourz. With over 1/4 million Facebook fans, liqueur drink Sourz attracts daily engagement from passionate 18-30 year-olds. Deana will explain how she encourages fanbase growth and advocacy, how she assesses return-on-investment and what approach she takes to managing community issues. 1.15 Lunch 2.00 Introduction to the afternoon session Daniel Murray, Big Choice Group 2.10 Students before, during and after university Ben Marks, OpinionPanel Ben will be presenting latest research findings on students before, during and after university, as well as outlining how the economic climate affects different youth groups. OpinionPanel is the industry’s independent market research agency, with four panels of 16+ young people. It runs around 100 projects per year, helping universities, employers, brands and agencies evaluate campaigns, develop new concepts, benchmark performance and assess market share. 2.45 Attracting youth from home and abroad: best practice and new ideas in student recruitment marketing Helen Pennack, Head of Marketing & Communications, University of Leicester Helen will discuss how her award-winning department approaches relationship marketing and how they seek to integrate it with social networking. 3.10 Promotions and deals in the age of Groupon: how to create offers that get maximum uptake and keep youth coming back James Eder, James is Commercial Director of With over 1/2 million visits from UK youth every month, it is one of the biggest youth media properties with a commercial offering. In the era of Groupon and location-based deals, James will talk about how brands can meet youth expectations with their offers and increase uptake of their products. 3.30 Break – tea and coffee 3.45 An experience to remember – enchanting young people through joined-up marketing Ian Merricks & Marion Cronin, Itchy Group Itchy Group works with brands to build campaigns through integration of their proprietary media (posters, web, print) and experiential activity (roadshows, sampling, ambient). Ian has over 15 years of experience within media organisations such as EMAP, IPC, MTV and Ministry of Sound, in 1998 he launched a radio station and won a Shell LiveWire Award for Innovation before developing Itchy from print to a cross-platform brand. Marion’s passionate approach to client service – devising creative and interactive campaigns – stems from her 16 years working across radio, outdoor, experiential, ambient and online. 4.00 Design for youth – visual language that inspires young people Rob Coke, Studio Output Rob is Partner/Creative Director at Studio Output, a highly creative company whose understanding of what’s new, what’s now and what’s next helps brands like Sony PlayStation, Ministry of Sound and BBC Radio 1 connect with their audience. He’ll be talking about the importance of visual language in cross-media campaigns, finding a tone of voice to inspire the youth market and how beautiful creative ideas bring much-needed magic into our lives. 4.30 Going viral: why internet success isn’t guaranteed, but how you can improve your chances of having messages spread Tom Scott,* Geek comedian and semi-professional pirate Tom Scott knows how ideas ‘go viral’ – and he has the traffic to prove it. His videos have made BBC1 and Channel 4 and clocked up hundreds of thousands of views on YouTube. He’s produced work for Nokia, Activision and Sony. Tom will talk about viral marketing and how brands can improve their chances of success with youth. 4.50 Close of conference Plus! How to secure coverage and clicks by telling stories that young people want to hear. One-to-one chats with youth media editors James Thornhill, The National Student + Itchy + Wil Benton of FatKidOnFire As editor of sites on the BigChoice Group’s network, including The National Student, James is communicating every week with almost 1 million registered 16-24 year-olds. James will be available at the event on a 1-to-1 basis to speak to brands and agencies about PR. Talk to James about how you can secure coverage and clicks by telling stories that young people want to hear. James will be joined by the editor of popular youth city guides Itchy and also Wil Benton, Digital Journalist of the Year (Guardian/NME Student Media Awards) who runs streetwear magazine site FatKidOnFire. Plus! Post-event social – make contacts, discuss partnerships, grow your network All attendees will be invited to an informal post-event wind-down in a local bar straight after the event. Chat further with likeminded professionals, get tips and share experiences. A chance to evaluate the day’s discoveries and make future plans.

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