Old Spice used to be synonymous with old(er) people. But in the last 5 years the brand has rejuvenated its image and become part of pop culture, with the social web playing a significant role in this transformation. This session will highlight the strategies and dynamics that enabled this success. Panelists will include creatives, strategists and producers from Wieden+Kennedy in Portland, Oregon (the agency behind "The Man Your Man Could Smell Like") and will be moderated by none other than Justine Bateman. A few topics that will be discussed: What are the ingredients that make for a meme-able idea? What’s the best way for brands to activate and engage online communities? What were the 5 most important lessons learned and how do they apply to me? How did “The Man Your Man Could Smell Like” end up wearing jeans in the hot tub? How do I get FREE BODYWASH?
Ann-Marie joined W+K in 2008 to help pioneer the digital revolution at the agency as a senior digital producer. In her first months on the job Old Spice handed the interactive business to W+K and she led the relaunch of oldspice.com. She continues to oversee all digital production for Old Spice at W+K.
Britton is currently a Group Planning Director at Wieden+Kennedy in Portland, Oregon. He has worked with P&G and Old Spice for 5 years, but during his tenure in Portland he has also led strategic planning duties on Coke, Diet Coke and Starbucks. In his free time Britton enjoys goofing off with his two kids, rehearsing with his Weezer cover band, bourbon-tasting or posting on his derivative blog: www.beaarthurmountainspizza.tumblr.com
Style is less a lifestyle, more a consciousness. I'm a Sr. Digital Strategist at Wieden +Kennedy, Portland and the incumbent Community Manager for Old Spice. If you don't find me cycling, I'll be purveying Interactive bedlam.
