``The Merchants of Cool'' Producers Help Launch project Y Summit; PBS Frontline Documentary Filmmakers Explore Today's Teens in Special Presentation.Business Editors & Entertainment Writers SAN FRANCISCO--(BUSINESS WIRE)--Feb. 28, 2001 The people behind "The Merchants of Cool," the critically acclaimed documentary about marketing to teens premiering nationally this week, will share their stories next month when marketers and researchers gather at the project Y Summit -- a comprehensive look at the complexities of today's youth. Producers Barak Goodman and Rachel Dretzin will discuss their experience working with Generation Y and marketers to produce the film, as well as their motivations for making the documentary. "The Merchants of Cool," broadcast on PBS PBS in full Public Broadcasting Service Private, nonprofit U.S. corporation of public television stations. PBS provides its member stations, which are supported by public funds and private contributions rather than by commercials, with educational, cultural, FRONTLINE front·line also front line n. 1. A front or boundary, especially one between military, political, or ideological positions. 2. Basketball See frontcourt. 3. Football The linemen of a team. , explores the often -controversial relationships evolving between the media and the powerful teen market. "The project Y Summit focuses exclusively on marketing to the 33 million teens who make up Generation Y," said Cassie Ederer, lead consultant for project Y sponsor Convergence Mediagroup. "It is the ideal setting for Mr. Goodman and Ms. Dretzin to address what they've learned about effectively tapping into the awesome spending power The power of legislatures to tax and spend. Spending power is conferred to state and federal legislatures through their constitution. Judicial Review of legislative spending varies from state to state, but the law of federal spending informs courts in all states. of the youth markets." The project Y: Experiential ex·pe·ri·en·tial adj. Relating to or derived from experience. ex·pe  ri·en Youth Marketing Summit, March 22-23 in
San Francisco's Regency Building, will feature some of the
country's top names in youth marketing, including MTV MTVin full Music Television U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business. , Levi Strauss
Levi Strauss, born Löb Strauß & Co., the ESPN ESPN Entertainment and Sports Programming Network X Games X Games Sports medicine The official Olympics of 'extreme sports' sponsored by ESPN, held annually during the summer. See Extreme sports. , Alloy Online, and Teen People. The project Y Summit is produced by Upside Events with presenting sponsor Convergence Mediagroup. Goodman and Dretzin will set the tone for the Summit by delivering the opening presentation. One of the primary subjects featured in "The Merchants of Cool," MTV Senior Vice President of Strategy and Planning Todd Cunningham, will deliver the closing keynote address keynote address n. An opening address, as at a political convention, that outlines the issues to be considered. Also called keynote speech. Noun 1. . The conference also will feature: -- A trendspotter panel hosted by Teen People -- A ground-breaking debate tackling the ethics of marketing in schools; educators, brand marketers and government agencies will participate -- A Youth Exploration Panel discussing broad perspectives from individuals in academic, research, political, and education communities -- A DJ culture evening event at local youth hotspot, the Levi's San Francisco Store -- Case studies with industry pros who highlight effective tactics used to reach this group and why they've been successful. For more information, visit www.projecty.net. About Upside Events, Inc. Upside Events, Inc., produces high-profile executive conferences regarded as being among the most desirable product launch demonstration venues in the Internet and high technology industries. Upside Events, produced by notable industry experts and journalists, are valuable educational and networking opportunities for senior executives in high technology and related industries, including digital entertainment, communications, finance and the media. Upside Events' 2001 conference roster includes Digital Living Room Pavilion at CES, Showcase, Encore, e=B2 Forum, Digital Living Room, the Upside Southeast Technology Conference, LAUNCH!, Preview and Club Upside. For more information, visit www.upsideevents.com. About Convergence Mediagroup Convergence Mediagroup is a youth-focused strategy company with a core emphasis on experiential marketing Experiential marketing is a methodology, a concept that moves beyond the traditional “features-and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways. . The company empowers marketers by garnering access and relevancy to the youth segment through an integrated service/product suite, utilizing the digital medium, proprietary technologies and unparalleled expertise with youth consumers. Founded in 1999, Convergence Mediagroup is a private, venture capital funded business located in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden . The company's clients include some of the most prestigious consumers brands on the planet, including Levi Strauss & Co., Pepsi-Cola and Virgin Records. Find Convergence at www.convergencemediagroup.com |
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