Miss the 2008 MAAX Summit? Click here to order the Workbook



Formerly the Black Consumer
Research and Advertising Summit

Learn the latest strategies,
trends and findings in Black
Consumer Advertising,  
Marketing and Research

Network and negotiate with
the Industry's Most Influential
Executives and Decision Makers

Hear presentations from:

Arbitron
General Mills
GlobalHue
Google
Hunter-Miller Group
Nia Enterprises
Nielsen Company
R. L. Polk
Starcom MediaVest Group
Target Market News
The Media Audit
U.S. Census Bureau
...and more

    SPONSORED BY




Miss the MAAX Summit? Click here to order the Workbook


SUMMIT AGENDA

MONDAY, JUNE 30th

8:00     
Welcoming Remarks and Introductions
Presenter: Ken Smikle, President, Target Market News

9:00
The Radio One/Yankelovich Black America Study
 Being sensitive to cultural, social and demographic changes that have occurred among African-American can have a tremendous impact on the accuracy of your research and marketing efforts. Presenter Pepper Miller, winner of last year's MAAX Research Executive of the Year award, has more than 25 years of expertise in psychographic research on black consumers for Fortune 500 clients. 

Presenter: Pepper Miller, President, The Hunter-Miller Group

10:00
Convergence: How Targeted Content, Culture and Commerce are E-Merging
Forget the so-called "digital divide." Businesses of all sizes now recognize that African Americans and the Internet are the Next Big Thing. It seems everyday there's a new headline touting a new African American Internet deal or Web-based marketing initiative. This panel will examin the impact on traditional media, and what the new challenges and opportunities are for marketers and content providers.

Presenters: Kevin McFall, RushmoreDrive.com
                  Jamilah Barnes-Creekmur, Vice President, AllHipHop.com
                  William R. Moss, III is President & CEO of HBCU Connect, LLC

11:00
Multicultural Marketing in the Digital Space: A Google Perspective
As client budgets shift more and more to online efforts, the need for marketers develop multicultural marketing expertise in the digital space has never been more important. New tools and applications developed by Google, some only a few months old, now make marketing to these consumers more precise and measurable than ever. This discussion will center on some of these tools as well as key digital strategies to reach this important consumer segment.

Presenter: Donald Moore, Agency Team Leader, Google

12:00   
Working Lunch Session: African-Americans and Television Measurement
During this working lunch session, you'll hear the results of Nielsen's newest survey of African-American television viewing habits. You'll also hear how one of the nation's leading research companies is addressing changes in the market and in the technology of media.

Presenter: Bruce Hoynoski, Chief Research Officer, Nielsen Media Research

1:00
Counting Down the 2010 Census, Counting African-Americans in New Ways
Are you making the most of the new tools and data from the Census Bureau? With the 2010 Census right around the corner, now it the time to learn about how all research on the African-American population will be affected. The session will look at the latest updated figures and estimates from the American Community Survey, and tell how racial data will be treated in the new count. This session has always been one of our most anticipated, and this year will be no exception.

Presenter: Marilyn E. Stephens, Information Services Specialist, U.S. Census Bureau

2:00
Beyond Demographics: Reshaping African-American Identity
As EVP/Director of Cultural Identities, Esther Franklin uncovers insights into ethnic and emerging identities for the multicultural unit of one of the largest media organizations in the world, Starcom MediaVest Group. Through a recent partnership with futurist thinker and University of Louisville professor Dr. Nat Irvin II, Franklin headed "Beyond Demographics," an unprecedented research study exploring the vital role of identity in reaching black consumers and uncovering 12 real-world archetypes reshaping today's African American community. In this session she shares conclusions from the study.

Presenter: Esther Franklin, EVP/Director of Cultural Identities, SMG Multicultural
                Clients: Allstate, General Motors, Miller Brewing, Coca-Cola, Walt Disney, Kraft

3:00
Advertising Expenditures Targeting Black Consumers: Who Spent What With Whom
For the first time ever, a presentation will offer detailed estimates of ad spending by major advertisers in black oriented radio, television, cable, magazines and Internet sites. Most of the data comes from newly constructed research methodology from Nielsen and Media Economic Group. This is a not-to-be-missed panel for those that want to gain new insights into the more than $2 billion spent annually targeted African-American consumers.

Presenters: Carlos Pelay, President, Media Economics Group
                  Ken Smikle, President, Target Market News
                  Sherman Kizart, Senior Vice President/Director of Urban Marketing, Interep
                  David Honig, Executive Director, Minority Media Telecommunications Council

4:00
African-American Marketing from The Marketer's Perspective: A Roundtable Discussion
What are the issues driving marketing targeted to the African-American consumer? How are factors like the Internet, the economy and population growth shaping the decisions of major marketers? This panel will raise and answer those questions and give attendees an opportunity to hear -- and question -- what marketers think.

Presenters: Rudy Rodriguez, Director, Multicultural Marketing, General Mills
                  Alan Smith, Brand Field Sales Manager, African-American Markets, Coors Brewing
                  Gwen Kelly, Senior Marketing Manager African American Initiatives, Wal-Mart Stores

5:00
End of Day Reception

6:30     
MAAX AWARDS RECEPTION

7:30     
THE 2008 MARKETING TO AFRICAN-AMERICANS WITH EXCELLENCE (MAAX) AWARDS
Join us as we pay tribute to the outstanding achievements and lifetime accomplishments of the honorees of the third annual MAAX Awards:

- Advertising Executive of the Year: Don Coleman, Chairman and CEO of GlobalHue

- Marketing Executive of the Year: Pamela El, Vice President of Marketing for State Farm Insurance

- Media Executive of the Year: Robert Bogle, President of The Philadelphia Tribune

- Research Executive of the Year: Ricardo Bates, Group Account Director of UniWorld Group

- Public Relations Executive of the Year: Pat Tobin, President of Tobin & Associates

- Lifetime Achievement Award: Chuck Morrison, Executive Vice President of UniWorld Group

- Lifetime Achievement Award: William Lamar, Chief Marketing Officer, McDonald's USA 

TUESDAY, JULY 1st

8:30
Welcome and Recap

9:00
A Psychographic Look at The African American Community
Ron Franklin, the 2007 MAAX Award winner for Research Executive of the Year, is one of Summit's most anticipated presenters. He will offer key insights and trends that impact marketing strategy. These observations from the Franklin, affectionately known as the dean of African-American researchers, are invaluable to all those engaged in developing marketing initiatives targeting black consumers.

Presenter: Ron Franklin, Vice Chairman, GlobalHue
                Clients: Wal-Mart, Chrysler and Verizon
 
10:00
The Urban Radio Market: Black Radio Update & PPM Rollout
With the rise in competition for media dollars, Urban radio still remains the best way to reach the loyal black consumer base.  As new technologies from Satellite, Internet and High Definition have created more choice, marketers are presented with more challenges.  In this session, Arbitron will share insights on how to meet those challenges.  With the PPM (Portable People Meter) rolling out in Chicago and other key media markets, attendees  will preview new research on why the Urban radio audience remains so unique and how radio can be used more effectively and efficiently to target black consumers.

Presenter: Julian Davis, Director of Urban Media Services, Arbitron, Inc

11:00
The Impact of Today's Economy on the Black Family
The nation's economy is Issue No.1 in most households, and advertisers, marketers and media outlets need to know how it effects African-Americans consumers and their efforts to reach and sell them. Nia Enterprises, which regularly conducts surveys of its panel of thousands of African-American households, will reveal for the first time its newest data on the current economic climate and how black families are coping with it.

Presenter: Cheryl Mayberry-McKissack, President, Nia Enterprises, Inc.

12:00
Working Lunch Session: Lessons From The Obama Campaign
The Barack Obama's campaign for the Democratic nomination and the Presidency is not only re-writing the rules for political success. The phenomenal effort of the first major African-American campaign for the White House has a lot to teach Corporate America about the use of language, culture, technology and building relationships from the grassroots up. This panel will examine the lessons the Obama campaign and the Obama brand have to offer.

Presenters: TBA

1:00
Urban Youth and Their Impact on Global Issues
We're all becoming more conscious of the environment and climate change. So are African American young adults. As trendsetters for popular culture, how do these Urban consumers translate current trends in environmentalism and healthy living? Is black the new green? How will the attitudes of young urban consumer shape initiatives and messaging in the future? Burrell's latest research sheds light on the relationship between urban trends and a greater focus on the health of the planet.

Presenter: Bryan K. Mattox, Vice President Urban Marketing, Burrell Communications Group
                Clients: Toyota, McDonald's, Procter & Gamble, General Mills

2:00     
Marketing & Ministries: Understanding the Black Faith-Based Market
As marketers try to focus on segments within segments, the importance of the Black Christian market should not be ignored. In a year in which the Black Church has been prominent in national headlines, More and more marketers are seeking ways to tap into the black Christian is session with separate fact from fiction and shed light on a growing African-American market. You'll get expenditure data, trends and media habits from this presentation.

Presenter: Hugh Brown, Director of Urban Marketing, The Media Audit

3:00
Can Black Consumers Rescue the Auto Industry?
Even while facing tough economic times, the automotive industry is still one of the top advertisers targeting the African-American consumer market. R.L. Polk, the leading automotive research firm, has begun to drill deeper into  the statistics that reveal more clearly the economic relationship between auto manufacturers and black consumers. This session will show you the latest findings.

Presenter: Marc Bland, Manager, Analytical Solutions, R.L. Polk & Co.

4:00 
Conclusion of Summit

(Program is subject to change without prior notice)

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Registration Includes Admission to the

Honoring African American Executives
of Excellence in Marketing, Media,
Advertising, Research, Public Relations
And Lifetime Achievement



Space is limited for the Summit and Awards
Program, and both reached sold-out capacity
last year. Early registration is encouraged.

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nation's leading sources and experts in African
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Plan now to attend one of the industry's most anxiously
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and business opportunities.


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