THE PHILIPPINES, OCTOBER 2011: Cool is hot. It’s not an oxymoron – that’s just how Joeri Van den Bergh sees brands that have the staying power to engage Generation Y – those aged 13 to 29, that is. If you’re cool to Gen Y, which forms a significant part of the market nowadays, then you’re hot and good to go.
Van den Bergh has an extensive portfolio of branding, marketing, and advertising that focus on kids, young adults, and teenagers. Global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca Cola, have all clamored for Van den Bergh’s advice on how to target the youth market.
His book, co-authored with Mattias Behrer, “How Cool Brands Stay Hot” is a product of five years of intensive research, which yielded the CRUSH model, composed of five key aspects for brand leverage to the younger generation. Van den Bergh noted that while the whole age bracket is considered Gen Y, it is important to know the nuances that separate different ages in order to develop more focused ads and marketing strategies.
With the game-changing atmosphere in AdCon22, Van den Bergh will turn up the heat with cool ideas on winning over Generation Youth.
Said Margot Torres, head of the programs committee of the 22nd Philippine Advertising Congress: “His ideas will surely bring game changing ideas (on) how we can effectively market to Gen Y.”
Registration for the AdCongress has been extended to October 30. Sign up and reserve your accommodation at www.adcongress.com.ph.
