Manity…I'm a man!? But am I Ubor or Metro? Macho or Mini? From Mars or Venus? Protector or Poser? Am I a Daddy Papi or Dandy, Guycumer, Mansclusive, or god forbid… a girly man!
Well, for those (fashionable) men who were at Olympus Fashion Week who didn't attend you should scan the report from the 'Ad Age' and 'Maxim' Man Conference. They checked the testosterone level of men and galvanized some of Pierce Mattie PR’s findings, that yes, Metrosexuality is dead (amen, I loved it for a few months in 2003) If you don’t live in New York or Los Angeles “forgetaboutit” and move on to other publicity strategies. Don’t think that we’re not consumers, in fact 58% of men polled in the survey spend more cash then they make every month. Yes we are still stupid. Purchases and spending is up for men 18-34 in clothing from department stores. Dispelling the myth that men only “mission shop” once a month. Good news to fashion labels, T-shirt designers and denim manufacturers.
When it comes to entertainment, marketing to men can be tricky. But Jeff Bell, VP-interactive entertainment at Microsoft, has a solution.Read Andrew Hampp’s article on Advertising Age for more details., They also have a video mash up with sound bytes."The answer is control," Mr. Bell said during the "Boys and Their Toys" panel. "The more we relinquish control the better. We really need to present male consumers with both the right hardware and software so they can watch the content they want with less-spooky marketing."
That relinquishing of control and subsequent rise in user-generated content has been an emerging way to both engage consumers and shape the products being advertised.
Here was the agenda:
1:00pm Opening Remarks
1:05 – 1:30 Amazing Spending Habits of the North American Male
One-on-one discussion/research presentation
Scott Donaton, Associate Publisher, The Ad Age Group
Rob Gregory, Group Publisher, Maxim
1:30 – 2:15 Boys and Their Toys (Digital Panel Discussion)
Moderator: Todd Anderman, President, Dennis Digital
Panelists
Jeff Bell, Corporate Vice President, Interactive Entertainment Business, Microsoft
Mark-Hans Richer, Marketing Director, Pontiac
Russ Klein, President, Global Marketing, Strategy and Innovation, Burger King
2:15 – 3:00 Learning the Language
Moderator: Jonah Bloom, Editor, Advertising Age
Panelists
Zdenek Kratky, Brand Manager, Shaving & Beauty, Philips DAP North America
Kerry Martin, Director, Brand Innovation, Volkswagen
Ty Montague, Co-President, Chief Creative Officer, JWT NY
3:00 – 3:45 Getting Men to Say, “I Love You” (to a Brand)
Moderator: Scott Donaton, Associate Publisher, The Ad Age Group
Panelists
Rohan Oza, SVP – Marketing, Energy Brands
Liz Vanzura, Global Marketing Director, Cadillac
Steve Battista, VP – Brand, Under Armour
3:45 – 4:15 Keynote Address
Marlene Coulis, Marlene V. Coulis, Anheuser Busch
4:30 – 5:30 Cocktails