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The Marketing & Strategy Association at UC Irvine's
Paul Merage School of Business proudly presents:

The Fourth Annual Marketing Conference
Making Waves in Today's Marketplace

Friday Nov 19, 2004 at the Hyatt Regency Hotel in Irvine from 8:00am to 1:30pm

Purpose:   To create a forum where marketing professionals and students can gain insight into relevant marketing topics, network, and share ideas in an interactive environment.

Target Audience:   Southern California Marketing managers and other professionals from a wide range of industries who are affected by marketing decisions.

Keynote Speaker



Managing Partner, North America
Young & Rubicam Brands

Bio:   David leads the Y&R and Wunderman agencies in Southern California and Detroit and partners with an exciting roster of blue chips brands, including Ford Motor, Sony Electronics, Mattel, Microsoft, and Callaway Golf.  His brand building skills have been forged across a wide range of successful marketing assignments in healthcare, airlines, consumer electronics, financial services, automotive, fast food, packaged goods, and supply-chain management.  David has earned several EFFIE awards for marketing effectiveness from the American Marketing Association and the David Ogilvy Award for outstanding advertising.  He was recently named the 2004 recipient of the "Anthony L. Bucci Excellence in Communication Ethics Award" by Duquesne University.

Before joining Y&R in 1999, David gained valuable client-side experience as head of marketing communications at Aetna Healthcare where he led the development of Aetna's "e-health" branding initiative and championed Aetna's support of the National Colorectal Cancer Research Alliance.  David spent the first 16 years of his career at Ogilvy & Mather in New York and Detroit where he rose to Senior Partner, Worldwide Client Service Director, and member of the New York agency's Operating Board.  He also launched WPP's Global Brand Alliance to integrate teams from JWT and O&M on behalf of Jaguar Cars around the world.

He has twice been named one of Orange County's Top 50 business leaders by the Orange County Business Journal.  He also serves on the Board of Directors of the Irvine Barclay Theatre.  David was born in Pakistan, lived in Ireland, and has journeyed to more than 35 countries (and counting).  He is a graduate of Duquesne University.  He is married with two daughters and one slightly off-center fox terrier.  Next to his family, David's passion include mountain biking, scuba diving, and any kind of Italian food whatsoever.  If you happen to see David tapping his foot, you have probably caught him in the act of writing songs for his yet-to-be discovered Sound Cellar Band.

Workshop Speakers



RealWorld Marketing, Inc.

Bio:   Mr. Mindlin applies a core of marketing expertise from Procter & Gamble to the challenges of marketing technology.  His recent experience includes co-founding a fabless semiconductor company in the wireless industry and serving as its Vice President of Marketing, where his achievements included raising $13 million in venture capital.  As an independent strategic marketing consultant, his satisfied clients include Fortune 500, Inc. 500, and start-up high-tech companies.  He specializes in getting high-tech companies off the ground and rapidly improving results.

Workshop:   Marketing "technology" presents special challenges. The products are complex, and your teammates think people will rush to buy their better mousetrap. So how do you make a difference? How do you convince the CEO to fund marketing programs you know your company needs? This workshop focuses on solving real world problems. Case studies will illustrate innovative practices that work including win/loss analysis, search engine optimization, and email campaigns. You will leave with specific tools you can implement right away to improve results.



Blank & Associates

Bio:   Hank Blank runs Blank and Associates, a virtual advertising that provides successful integrated marketing solutions by sourcing one of the most powerful networks in Orange County; his own. His core competency is connecting the dots. Hank was classically trained at multinational agencies in the East. Hank began his career at Needham, Harper & Steers working on the McDonald's account. He then worked at J. Walter Thompson for 10 years in Toronto and Chicago. He has also worked at Ross Roy Advertising and Townsend & O'Leary as Executive Vice President and Partner. He has worked on such brands as Warner Lambert, CENTURY 21, Kellogg's, labatt's Breweries, divisions of Revlon and Campbell Soup, Subway, Domino's Pizza, Cox Communications, and Toyo Tires.

Workshop:   Connecting the Dots: Networking as Your Most Effective Marketing Tool. Many business professionals take a passive attitude towards networking and really don't know how to do it effectively. Hank will outline the numerous benefits of networking, what networking isn't, where to network, the most common mistakes people make in networking, preparing for the event, working the event, follow-up to the event, staying in touch and reaping the rewards.



Senior VP of Nielsen Entertainment & General Manager
Nielsen Interactive Entertainment

Bio: With over 15 years of experience in delivering entertainment related services, Michael Dowling oversees Nielsen Entertainment's growth into new market segments and in particular the interactive entertainment industries. In his capacity, Michael is responsible for the overall strategic direction of the unit, which is focused on providing information products and strategic consulting services to the manufacturers, distributors, and retailers of interactive entertainment product.

Prior to this, Michael oversaw strategic planning and new business development for Nielsen Entertainment. In this role, Michael successfully launches Nielsen Cinema, a new division focused on providing data products and services to the cinema advertising community.

Workshop:   With increasing competition for entertainment consumers' attention, major motion picture studios, record labels, video game publishers have begun to adopt more sophisticated market research techniques - those more commonly associated with consumer packaged goods companies. Hear how these companies are successfully utilizing various quantitative and qualitative research methodologies to better inform marketing and sales planning strategies.



Vice President, Marketing and Product Management
AAA Automobile Club of Southern California

Bio:   Michael Johnson is Vice President of Marketing and Product Management for The Automobile Company of Southern California and has been with the company since 2001. Prior to his arrival at ACSC, Michael worked at Opal Concepts as the Director of Marketing and Products, and also at Western Financial Bank as Executive Vice President and Director of Marketing, Operations, and Administration. Michael began his professional career at First Interstate Bancorp/Wells Fargo Bank where he served as Senior Vice President and Marketing Director.

Michael dedicates his time to several civic affiliations including Orangewood Children's Home where he is an Ambassador, Orange County United Way where he is Marketing Chair, and UCLA Alumni Association where he is part of the Membership and Benefits Committee.

Workshop:   The Automobile Club of Southern California is highly regarded for its roadside assistance services. How do you effectively extend the brand strength beyond the traditional services? How do you develop new products and services that are consistent with consumers buying decisions? This presentation will discuss how to effectively use market research to create a new product along with successful marketing practices for a new product introduction.


Conference Date:

Friday November 19, 2004


Hyatt Regency Hotel Irvine

17900 Jamboree Road. Irvine, California 92614

Tel: 949-975-1234



 8:00am ~ 9:00am

Networking Breakfast


Continental breakfast will be served. Attendees will have the option to visit several “topic”  tables lead by knowledgeable hosts to network and discuss various marketing issues.

 9:00am ~ 10:00am

Keynote Address – David Murphy, Young & Rubicam Brands


Innovation or Irrelevance.  Any Questions?


Keynote speaker will address the audience on the way his business has been successful with innovative marketing.

 10:00am ~ 11:00am 

Breakout Session #1


Workshop #1 - Market Research - Michael Dowling, General Manager, Nielsen Interactive Entertainment


Workshop #2 - Marketing for High Tech Products - Andy Mindlin, President, Real World Marketing


Attendees will choose one of two different workshop options to attend.

11:00am ~ 12:00noon

Breakout Session #2


Workshop #1 - Networking - Hank Blank - President, Blank & Associates


Workshop #2 - Product Development Innovation - Michael Johnson - Vice President of Marketing and Product Management, Automobile Club of Southern California


Attendees will choose one of two different workshop options to attend. 

12:00noon ~ 12:45pm


12:45pm ~ 1:30pm

Open Discussion and Q&A


The breakout groups will come together and participate in an open discussion and Q&A session on issues raised in the workshops.  Merage faculty will serve as moderators in the discussions.




PaperJungle Printing, Inc.


Special thanks to OCAMA (Orange County American Marketing Association) for their support.

Visit www.ocama.com


About the Center for Research on Information Technology and Organizations:


CRITO at UC Irvine is one of the world's leading think tanks on information society, and on the management of information technology.   CRITO has a rich tradition of studying the impacts of information technology (IT) on organizations and society that stretches back more than two decades.  It is home to well over a dozen internationally recognized experts in the field of management, computer science, and social science, often bringing the advantages of multidisciplinary perspectives to the problems at hand.  Researchers focus on the management of IT, the IT-enabled enterprise, technology-intensive user environments, and the increasingly global nature of IT use and production.  They have been consultants to international corporations and government agencies, have published over a dozen books and have won numerous major awards for excellence in their fields.  CRITO conducts both academic and applied research.

The Center's core group of investigators at UCI is comprised of faculty from several different disciplines including Paul Merage School of Business (Merage), School of Information and Computer Science (ICS), School of Social Sciences, and the Department of Education


About the UC Irvine Paul Merage School of Business:

The UC Irvine Paul Merage School of Business provides students with a top-ranked MBA experience, brilliant faculty, personalized attention in a small class size setting, and opportunities to network with innovative firms throughout Southern California.  The Full Time MBA program is ranked consistently as one of the best of the country by U.S. News and World Report and the Wall Street Journal ranks the school 4th in the country for Information Technology.


Learning from a world-class faculty from a world class research university is a primary driver for success.  The Financial Times currently ranks the school's faculty 14th in the world, while Business Week had ranked the faculty as high as 5th for intellectual capital.  The school's three part-time programs are also well respected.  The Financial Times ranks the Executive MBA program as 10th best among U.S. programs and 22nd in the world.  Among Executive MBA programs in the United States, UC Irvine is only ranked behind schools like Wharton, Kellogg, Chicago, Stern, Duke, and Columbia.


The school's Health Care Executive MBA program was the first program geared specifically for health care professionals and is still today one of the only few health care executive MBA programs.  The school's Fully Employed MBA program continues to provide quality education to professionals throughout Southern California.


To learn more about Merage go to www.merage.uci.edu


About the Marketing and Strategy Association at UC Irvine's Paul Merage School of Business:

The Marketing and Strategy Association (MSA) is part of the Paul Merage School of Business of UCI and of the Paul Merage School of Business Student Association (Merage SA).  MSA is committed to; the professional development of students interested in careers in marketing and strategy, the increase of awareness in the corporate and academic communities of the quality of Merage marketing and strategy students, and the promotion and development of Merage as an incubator of marketing and strategy talent.

To learn more about MSA go to www.merage.uci.edu/clubpages/marketing

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