Ben Armistead, Global Planning Director Wieden +Kennedy Amsterdam, will be present in Bucharest as the international guest at the second edition of the conference Romanian Youth Focus, organized by SMARK KnowHow. Ben will bring to the event the global perspective over the generation Y and the way brands can target young people from this generation.
In his presentation at Romanian Youth Focus, he will show how media changes the “global village” defined by Marshall McLuhan, from the perspective of the ones that grew up in it. Refusing stubbornly to use general description for a target, Ben will put under a question mark the concept of portrait of a generation and will offer counsels to the brands that want to be winners in a media environment that changes so fast.
With over 10 years of experience in planning, Ben leads the regional planning for Nike and the global one for Electronic Arts and Powerade. Previously, he lived in Spain and UK and worked for Dare, MCBD and Publicis, on accounts like Renault, Hewlett Packard, Waitrose, Department of Health, Premier Foods, Metropolitan Police and Tetley tea.
Each generation is different and, in the same time, in the same way with the generations that preceded it and the ones that will follow. The basics of humanity didn’t change, even if the cultural and media contexts are in a continuous transformation process. People’s needs and desires will always be more important than the traps of contemporary culture. If we will understand how to profit of those non-temporal and not forget all the execution and media options offered by technology, we have all the chances to target successfully any generation