The Future of Media Consumption, Measurement, and Platforms
Affluent Gen Y: Media Survey with McKinsey & Company senior editor Robert Mertz.
This half-day L2 clinic helps managers navigate seismic shifts in technology, media, and consumer behavior to build robust media plans for their brands that are dynamic in nature and ROI accountable. The clinic covers industry-wide trends in digital and social media, best practices in online media planning and tactical suggestions for allocating media spending in 2011.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Robert Mertz is a senior editor at McKinsey & Company where he edits journals focused on microfinance and climate change, runs a digital business ideas newsfeed, and works with industry and functional practices to manage their knowledge. He has a BA in literature from the University of Michigan and PhD in literature from SUNY at Buffalo.
Robert Metz advises luxury brand marketers based on a study of the behaviors of affluent members of Generation Y. He encourages brands to think of themselves as media companies. "Start thinking about your customers as your audience," says Metz. "Give them refreshed and compelling content, but also listen to them. Let them applaud. Let them boo."