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Sunday, March 13 • 5:00pm - 6:00pm
Old Spice Resurrected: How Aging Icon Pwned Internet

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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?


Craig Allen

Whittier Hills Baptist Church
Art Dir/CopywriterWieden+Kennedy

Jason Bagley

Creative DirWieden+Kennedy
avatar for Justine Bateman

Justine Bateman

avatar for Ann-Marie Harbour

Ann-Marie Harbour

Interactive ProducerWieden+KennedyAnn-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... Read More →
avatar for Dean McBeth

Dean McBeth

Director of ComputeringBarton F Graf 9000 LLCaka @evilspinmeister
avatar for Britton Taylor

Britton Taylor

Strategic Planning DirectorWieden+KennedyBritton 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... Read More →

Sunday March 13, 2011 5:00pm - 6:00pm CDT
Austin Convention Center, Ballroom F

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