A Think TAnk for DiGiTAL innOVATiOn

SCOTT GALLOWAYNYU Stern

copy L2 2010 L2ThinkTankcom

Gen Y AffluentsMedia Survey

December 16 2010

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Gen Y AffluentsMedia Survey

i n T R O D U C T i O n

The End of the Beginning Reshaping Prestige in Zeros and Ones Millennialsrsquo Media Consumption and its Effect on Brands

Generation Ymdashthe future of prestigemdashhas a strong preference for digital content and social interaction

The affluent slice of millennials we surveyed is brand conscious educated and upwardly mobile They

regularly engage with prestige brands through a variety of media from newspapers to micro-blogs

But digital is trouncing traditional channels with this critical cohort and is gaining momentum Luxury

brands continue to fight tanks with cavalry devoting the bulk of their marketing dollars to print and analog

Brands that continue to under-invest in digital risk losing mind share of the largest US consumer groupmdash

Generation Y

Fortunately brands are catching on itrsquos the ldquoend of the beginningrdquo of a dramatic shift in ad spending from

traditional formats to digital Deft marketers are recognizing the value of investing in their own sites social

media platforms and mobile apps Those that donrsquot embrace the digital migration risk joining Blockbuster

on the dust heap of great brands that hoped the Internet would just go away

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Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

i n T R O D U C T i O n

The End of the Beginning Reshaping Prestige in Zeros and Ones Millennialsrsquo Media Consumption and its Effect on Brands

Generation Ymdashthe future of prestigemdashhas a strong preference for digital content and social interaction

The affluent slice of millennials we surveyed is brand conscious educated and upwardly mobile They

regularly engage with prestige brands through a variety of media from newspapers to micro-blogs

But digital is trouncing traditional channels with this critical cohort and is gaining momentum Luxury

brands continue to fight tanks with cavalry devoting the bulk of their marketing dollars to print and analog

Brands that continue to under-invest in digital risk losing mind share of the largest US consumer groupmdash

Generation Y

Fortunately brands are catching on itrsquos the ldquoend of the beginningrdquo of a dramatic shift in ad spending from

traditional formats to digital Deft marketers are recognizing the value of investing in their own sites social

media platforms and mobile apps Those that donrsquot embrace the digital migration risk joining Blockbuster

on the dust heap of great brands that hoped the Internet would just go away

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Gen Y AffluentsMedia Survey

i n T R O D U C T i O n

The Headlines

FACEBOOk hAnDS DOwn

81 of millennials use Facebook every daymdashnearly twice as many as those who watch TV or read newspaper content

BLOGS SCALE ThE GATES OF ThE FOURTh ESTATE

Nearly 12 read blogs every day as many as those reading newspaper content

nEwS BRAnDS ThRiVEmdashiTrsquoS PAPER ThATrsquoS DYinG

4 out of 5 of those who access newspaper content daily do so digitally

DiGiTAL kiLLED ThE TV SET

42 watch TV shows online 27 watch movies online

ThE UPwARDLY MOBiLE GO MOBiLE

25 use mobile to access social media and 1 in 8 watched a video on mobile in the past 24 hours

DiGiTAL SOCiAL BRAnDinG iS PARAMOUnT

63 use social media to engage with brands and

more than 50 say that Facebook blogs and brand videos affect their opinions about products

wEBSiTES ARE FLAGShiPS TOO

Websites are as influential as physical stores in shaping Gen Y sentiment second only to friendsrsquo opinions

ABOUT ThE SURVEY

L2 surveyed nearly 1000 high-achieving and high-earning Gen Y adults Refined to a

panel of 535 on average this sample set is on a trajectory to earn more than $100000

in the short term and double their income within the next five years

TV Newspapers Magazines Geo-local Hulu In-PersonConversation

Brick-n-Mortar E-reader AppleFlickr Blackberry

40+

20 ndash 40

10 ndash 20

5 ndash10

1ndash 5

0ndash1

0

6302

02

11

22

43

95

04

02

02

52

415

202

04

04

04

19

06

02

19

02

09

1504

117

22

3207

TV Newspapers Magazines Geo-local Hulu In-PersonConversation

Brick-n-Mortar E-reader AppleFlickr Blackberry

40+

20 ndash 40

10 ndash 20

5 ndash10

1ndash 5

0ndash1

0

632

2

11

22

43

95

4

2

2

52

415

22

4

4

4

19

6

2

19

2

9

154

117

22

327

The Panel bull 535 individuals average age 27

bull 56 female 44 male

bull From 41 countries including the US (76) India (4) China (3) Canada (1) Hong Kong (1) Mexico (1) South Korea (1) and Germany (1)

bull 75 expect to make more than $80000 per year in the short term (next 24 months)

The Questions bull Respondents answered questions on modes of

media consumption frequency of use devices used and brand interaction within the various media

bull Before scoring the brands respondents were asked unprompted for their five favorite prestige brands

bull Respondents scored sentiment for 100 iconic prestige brands

bull Ten industry categories Auto Beauty amp Skincare Department Store E-tailer Fashion Brand Flash Site Menrsquos Fashion Brand Shoes amp Leather Goods Travel amp Hospitality Watches amp Jewelry

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Gen Y AffluentsMedia Survey

0

25

50

75

100

Facebook YouTube Twitter Hulu Geo-Platform Flickr

k E Y F i n D i n G S

Facebook Is FundamentalWith more than 550 million active users Facebook dominates the

social media landscape In the past ten years the number of

page views recorded for the top ten websites in the US

increased from one third to three quarters of total page views on-

line as the Internet matures people are focusing on fewer sites1

This is especially true in the case of Facebook whose share of

the Internet continues to grow The behemothrsquos success comes

at the expense of other portals as well as traditional channels

that brands have relied on for marketing Websites remain impor-

tant particularly for e-commerce but brands will increasingly fol-

low their customers making their content available on Facebook

SOCiAL MEDiA FREqUEnCY OF USE

Respondentsrsquo Usage by Platform

1 ldquoThe Web is Dead Long Live the Internetrdquo Chris Anderson and Michael Wolff Wired August 17 2010

GEn Y MEDiA COnSUMPTiOn

who access the following media daily

Facebook81

Blogs45

Newspapers45

TV Shows44

= MORE THAN 5 TiMEs A DAY

= WEEKLY

= DAiLY

= MONTHLY

= sEvERAL TiMEs A YEAR

= NEvER

= UsEs pLATFORM ONCE A DAY OR MORE

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Gen Y AffluentsMedia Survey

MODES OF ACCESSinG COnTEnT nEwSPAPERS

who access via the following

MODES OF ACCESSinG COnTEnT MAGAZinES

who access via the following

k E Y F i n D i n G S

Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog

generation Nearly half of Gen Y affluents read at least one

blog daily making blogs as popular as newspapers with this

cohort Blogs associated with such traditional media organiza-

tions as The New York Times and ESPN are as popular as those

focused on a niche Millennialsrsquo favorite specialty blogs include

Mashable and The Sartorialist Micro-blogging is even more

pervasive two thirds of affluent Gen Yrsquos use Twitter with one in

four checking their account in the past 24 hours

Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper

content as they are to watch TV and they would rather have the

content on a screen In fact four of five readers access news-

papers digitally and one in eight do so using a mobile device

Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-

pers providing easier access to a vast array of content Gen Y

affluents are avid magazine readers but magazines have not

yet figured out the transition to digital

Nine in ten Gen Y affluents read at least one magazine per

month but only a quarter of them access magazines online

and almost none receive that content on an iPad e-reader or

smartphone The iPad has been a force for innovation but so

far magazine content repackaged for iPads is not compelling

enough for this cohort

= TRADiTiONAL (print)

= TRADiTiONAL (print)

= ipAD E-READER (Kindle Nook)

= ipAD E-READER (Kindle Nook)

= ONLiNE (Desktop or Laptop

Computer)

= ONLiNE (Desktop or Laptop

Computer)

= MObiLE (phone ipod)

= MObiLE (phone ipod)

= i DONrsquoT ACCEss THis sORT OF MEDiA

= i DONrsquoT ACCEss THis sORT OF MEDiA

65

24

19

71

2

2

12

2

21

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Gen Y AffluentsMedia Survey

Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)

could dramatically alter the media landscape Power will shift

as brands cultivate authentic relationships via Facebook

creating cohorts whose sizes dwarf media brandsrsquo subscriber

bases along with an opening to circumvent the traditional

publisher network

In sum itrsquos a great time to be a digitally deft brand and a

precarious time to be in ad-supported media This graph illus-

trates the relative sizes of the cohorts versus subscriber bases

of iconic brands and media properties respectively

RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn

Apple iTunes amp Burberry vs wall Street Journal amp The new York Times

(November 19 2010)

k E Y F i n D i n G S

Apple iTunesFacebook Likes 8525195

The new York TimesCirculation 876638

Facebook Likes 930138

BurberryFacebook Likes 3050057

wSJCirculation 2061142

Facebook Likes 165720

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Gen Y AffluentsMedia Survey

0 25 50 75 100

YouTube

More than one hour of TV

56

21

13

19

60

Online (other than Hulu YouTube)

Hulu

Mobile Device

iPhone Blackberry

k E Y F i n D i n G S

Digital Video RisingMillennials love TV programs and movies though affection for

television sets and theaters is waning Instead affluents are

watching online and on mobile devices Indeed one in eight re-

ports watching a video on a mobile device in the past 24 hours

Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have

yet to see what this technology can really offer About one in

five Gen Y affluents report using Foursquare in the past 24

hours though a recent Pew study indicated that adult use of

location-based services declined slightly between May and

September of 20102 Usage could increase dramatically how-

ever as new platforms such as Facebook Places and Google

Hotpot launch with built-in potential user bases

Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four

Gen Y affluents access Facebook using a mobile device and

one in five read newspapers using mobile Not surprisingly

the ldquofruitrdquo brands dominate the smartphone market About

one third own a BlackBerry and slightly more own an iPhone

Meanwhile a whopping 71 percent say they expect to own an

iPhone in the future

TRADiTiOnAL TV VS DiGiTAL ViDEO

iPhOnE VS BLACkBERRY

Current and Expected Ownership

in the last 24 hours i watched

in the last 24 hours i watched a video via

Traditional Tv

Digital video

= CURRENTLY OWN

= EXpECT TO OWN

= CURRENTLY OWN

= EXpECT TO OWN

1 icon = 1

2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt

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Gen Y AffluentsMedia Survey

which of the fo l lowing best descr ibes your level o f

BRAnD AwAREnESS

which sta tements best descr ibe why you engage wi th

brands or products us ing SOCiAL MEDiA

= i FOLLOW A FEW GOOD bRANDs

= irsquoM A bRAND DEvOTEE

= i GET THE OCCAsiONAL bRAND CRUsH

= i WANT TO RECEivE pROMOTiONs AND OFFERs

= i LiKE THE CONTENT THE bRAND pROviDEs

= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA

= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT

= irsquoM bRAND AGNOsTiC (i can take them or leave them)

= i DONrsquoT bELiEvE iN LAbELs

43

32

12

1

12

k E Y F i n D i n G S

Big on BrandsGen Ys are both brand aware and eager to interact Three quarters

of respondents have an affinity for brands and one in eight are

self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who

use mobile devices and e-readers to access mediamdashmay be

particularly valuable to luxury brands Seventy-nine percent of

these technophiles expect to make $100000 per year or more

in the near term In other words cutting-edge innovation is

important to the most affluent among Gen Ys This wealthier

bunch also skews slightly higher on brand awareness

Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect

with brands Many do so to receive promotions or offers and

one quarter engages because they have an affinity for a brand

Nearly one in eight simply like the content brands provide

37

2838

24

10

2615

20

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Gen Y AffluentsMedia Survey

FACEBOOk inTERACTiOn

Frequency of Sharing Comments and Likes

FacebookldquoSHARErdquo

FacebookldquoCOMMENTrdquo

FacebookldquoLIKErdquo

0

25

50

75

3038

54

0 25 50 75 100

In-person discussionwith friends

Brand website visit

Brick-and-mortarstore visit

83

76

73

BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs

of respondents who have interacted with brands in the past 24 hours

k E Y F i n D i n G S

Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige

brands in-store though nearly half anticipate making pur-

chases through a brandrsquos website In a given 24-hour period

however more respondents visit a website than a physical

store As investments follow the consumer therersquos likely to be

a massive increase in the allocation of capital to brandsrsquo online

stores from their terrestrial counterparts

Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and

updates email remains a powerful tool for interaction But

Facebook is becoming the new word of mouth More than half

of respondents have ldquolikedrdquo a brand in the past month and

about one third have ldquosharedrdquo brands with their networks

Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y

brand perceptions but websites tie for second place with news-

papers and magazinesmdashbrandsrsquo traditional marketing weapons

of choice Three quarters of Gen Y affluents visited brand sites

in the past 24 hours though most firms still allocate a dispro-

portionate percentage of their marketing budgets to analog

channels Digital media receives only a fraction of the dollars that

consumersrsquo behavior suggests they should

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Gen Y AffluentsMedia Survey

C A S E S T U D i E S

WIRED UnpluggedWired is head of the pack when it comes to offering a compelling

format for magazine content on the iPad The Wired app was

downloaded an impressive 100000 times in June its first month

Not surprisingly downloads dropped more than a third in each

successive month through September after its core readership

signed on

Itrsquos too early to tell if the honeymoon is already over or if the real

marriage of magazines and apps is forthcoming

iPads still arenrsquot commonplace despite their remarkable growth

But the real bottleneck for magazines is design Wiredrsquos app is

among the best but no magazine has really tapped the social

and interactive potential of the tablet format Most magazine

apps could still pass for PDFs of the print version As such

accessing magazine content on an iPad may seem more like

heavy petting than anything else in the near term

Wired magazinersquos iPhone app

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Gen Y AffluentsMedia Survey

2009 2010

0

50

100

150

An increase of 55over the last year

15113

9737

FACEBOOk UniqUE USERS US

(October 2009 - October 2010)

C A S E S T U D i E S

FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user

base in the 12 months through October The ubiquitous platform

is quickly becoming the Walmart of media able to vanquish

competition by replicating its services at scale

This year saw the launch of Facebook Places and Facebook

Deals in the geo-local space as well as Facebook Messages

which aims to integrate email text and chat Facebook also

officially broke out of social networking in 2010 to become one

of the most powerful media companies in the world surpassing

Google News in referral traffic to news and media sites In July

Facebook launched its ldquoFacebook + Mediardquo page engaging

media companies directly to identify ways to drive more traffic to

their sites

mill

ions

Facebook boasts 550 million users roughly

1 out of 12 people on the planet

People spend more than 700 billion minutes per month

on Facebookmdashthatrsquos more than 13000 years roughly the amount

of time between the present day and the glacial ice age

Facebook accounts for 25 of all US page views

in the second week in November the platform enjoyed

5x more page views than Googlecom

200 million users are accessing Facebook

using mobile which is 3x the number of people who

voted for President Obama in the 2008 election

The average user is connected to 80 community

pages groups and events

Users share more than 30 billion pieces of content

(web links news stories blog posts notes

photo albums etc) each month

23 of comScorersquos US Top 100 websites and half of comScorersquos

Global Top 100 websites have integrated with Facebook

FACEBOOk FACTS

3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology

4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt

5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt

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Gen Y AffluentsMedia Survey

C A S E S T U D i E S

M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce

The company expects to make $15 billion from mobile transac-

tions in 2010 up from $600 million in 2009 Version 20 of its

phone app released in November offers comparison shopping

by scanning bar codes6 eBay also launched a fashion app in

2010 which lets users browse for clothes access exclusive

sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos

camera Users can then share their outfits with friends on

Facebook and Twitter7

Amazon has found success on mobile as well reporting more

than $1 billion in sales in the 12 months ended June 30 fol-

lowing the launch of its 1-Click checkout feature8 Amazon also

released a price comparison app in November9

In many ways fashion has led the way for luxury firms Ralph

Lauren was among the first to offer mobile shopping followed

by Diane von Furstenberg Marc Jacobs Donna Karan and oth-

ers And with the success of e-tailers such as Net-a-Porter and

flash sales site Gilt Groupe traditional luxury retailers such as

Neiman Marcus are following suit10

net-a-Porter iPhone app

eBayrsquos Fashion app

6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt

7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt

8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt

9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt

10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt

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Gen Y AffluentsMedia Survey

C A S E S T U D i E S

BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now

add ldquoinnovationrdquo to its core associations as the firm blurs the

line between brand and media company With executive support

for digital experimentation and a rock star public relations team

Burberry has soaked up the limelight with initiatives such as its

shoppable live-streaming runway shows projected live in-store

and via iPad

Further shedding its former stodgy image Burberry tapped Harry

Potter leading lady Emma Watson as its spokesperson and

dedicates portions of its site and Facebook page to highlighting

new musicians Connecting online and with Gen Y has proved re-

warding for Burberrymdashdigital sales have doubled and Facebook

ldquolikesrdquo have jumped to more than 34 million11

Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad

Burberryrsquos site features interviews and videos that

take visitors behind the scenes of campaign photo shoots with Emma watson

11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt

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Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

123456789

1011121314151617181920

1234567891011121314151617181920

AFFLUENTSrsquo TOP 20

newspapers amp Magazines

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Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

AFFLUENTSrsquo TOP 20

Blogs

123456789

1011121314151617181920

1234567891011121314151617181920

Blogs

copy L2 2010 L2ThinkTankcom 16

Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

AFFLUENTSrsquo TOP 20

TV Shows

123456789

1011121314151617181920

1234567891011121314151617181920

copy L2 2010 L2ThinkTankcom 17

Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

AFFLUENTSrsquo TOP 20

Favorite Apps

Responses are for all operating systems and smart phones

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Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

AFFLUENTSrsquo TOP 20

Last Prestige Brand Purchase

123456789

1011121314151617181920

1234567891011121314151617181920

copy L2 2010 L2ThinkTankcom 19

Want to know more about your brand and Gen YCOnTACT US

Gen Y AffluentsMedia Survey

Respondents were asked to write in their

favorite newspapers and magazines

blogs TV shows apps and

prestige brands

The following are the top 20

responses to these questions

AFFLUENTSrsquo TOP 20

Prestige Brands Aspired to Own

123456789

1011121314151617181920

1234567891011121314151617181920

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Gen Y AffluentsMedia Survey

SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2

Scott is a Clinical Associate Professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing and is the founder of L2 a think tank for digital innovation Scott is also the founder of Firebrand Partners an operational activist firm that has invested more than $1 billion in US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo

Scott has served on the boards of directors of Eddie Bauer (Nasdaq EBHI) The New York Times Company (NYSE NYT) Gateway Computer eco-America and UC Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley

ROBERT MERTZMcKinsey and Company

Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo

MAUREEn MULLEn L2

Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 300 prestige brands She began her career at Triage Consulting Group in San Francisco At Triage she led several managed care payment review and payment bench-marking projects for hospitals including UCLA Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern

kATE BARnETTL2

Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University

ChRiSTinE PATTOnCreative Director L2

Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute where she developed the brand and oversaw its evolution from concept through growth to 100 restaurants Since then she has provided creative direction for a wide array of clients including the launch of Kidville and CosmoGIRL magazine Most recently she led creative services at ELLE during the most successful years of the magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern

T E A M

L2 is a think tank for digital innovation

We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation

RESEARCH

Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score

brands against peers on more than 350 quantitative and qualitative data points diagnosing their

digital strengths and weaknesses

EVENTS

Forums Big-picture thinking and game-changing innovations meet education and entertainment

The largest gatherings of prestige executives in North America

300+ attendees

Clinics Executive education in a classroom setting with a balance of theory tactics and

case studies

60 ndash120 attendees

working Lunches Members-only lunches led by digital thought leaders and academics

Topic immersion in a relaxed environment that encourages open discussion

12ndash24 attendees

MBA Mashups Access and introduction to digital marketing talent from top MBA schools

CONSULTING

Advisory Services L2 works with brands to garner greater return on investment in digital initiatives

Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization

engagements

MEMBERSHIP

For membership info and inquiries membershipL2ThinkTankcom

UPCOMING EVENTS

011411 L2 Clinic nYC

Tomorrowrsquos Media Plan

2011 will be the year that brands fundamentally re-think their approach to paid and earned media This clinic helps managers navigate seismic shifts in technology media and consumer behavior to build a robust media plan that is both dynamic and ROI accountable REGiSTER nOw

01 2011 L2 Clinic DC

The Social Graph

Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw

022511 L2 workshop nYC

Fostering a Culture of innovation

Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw

031811 L2 Clinic nYC

Facebook in-Depth

With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw

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A Think TAnk for DiGiTAL innOVATiOn

821 Broadway 2nd Floor

New York NY 10003

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