Converse & Pepsi Share Vision of Music in Marketing at MIDEM

PARIS, Oct 29, 2009 (BUSINESS WIRE) -- In a unique event, Pepsi and Converse, two brands that share a taste for the avant-garde approach to music in marketing, will come together for the first time at MIDEM, in Cannes. During the "Images and Brands" conference on 25 January, Geoff Cottrill, Chief Marketing Officer of Converse and Frank Cooper III, SVP Chief Consumer Engagement Officer of PepsiCo Americas Beverages, will discuss their respective music strategies with Rob Stone, co-CEO of the Cornerstone Agency, specialists in the association of brands and pop culture. The debate will provide valuable insight into the new business models that bring together brands and music.

How can music help build a strong brand image? How can a brand offer visibility to an artist and open fresh outlets for the music industry? Which are the most fruitful synergies? With a wealth of expertise behind them and drawing on their respective campaigns, the three experts will expand upon the development of innovative partnerships between two industries. The most recent initiatives developed by the two companies are explicit examples of this major challenge.

Although Pepsi and Converse are pursuing the same youth market, their strategies in terms of music are distinct. Since the development of rock and roll in the 1960's, Converse has built a strong brand following many music fans by associating itself with some of the biggest rock names in the industry. The "Connectivity" campaign, launched to celebrate the brand's centenary, is the best example of this strategy. PepsiCo has chosen to support creativity by investing in Green Label Sound, the label belonging to its Mountain Dew brand dedicated exclusively to singles available for free download.

Download photos of the three participants from the site: http://www.reedmidem.com/v3/Press/DownloadZone/en New this year: -- MidemNet for free! - Access to the cutting-edge digital business conference included in MIDEM registration.

-- MidemNet Lab: Discover the latest business innovations through a selection of 15 promising music start-ups chosen by a jury of highly successful entrepreneurs.

-- MIDEM+ - Innovative networking solutions and one-on-one expert guidance to boost business efficiency.

-- Redesigned exhibition zone - Networking, knowledge and open meeting places right at the heart of the market.

-- The Fringe - A friendly and efficient manner to showcase artists to the world.

Discover all the latest news on our website www.midem.com Note to the editors: ABOUT REED MIDEM Founded in 1963, Reed MIDEM is a leading organiser of professional, international tradeshows. Reed MIDEM events have established themselves as key dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and MIPJUNIOR for the television and digital content industries, MIDEM for music professionals, MIPIM, MIPIM Asia, MIPIM HORIZONS and MAPIC for the property and retail real estate sectors.

Reed Exhibitions is the world's leading events organiser, with over 470 events in 37 countries. In 2008 Reed brought together over seven million industry professionals from around the world generating billions of dollars in business.

Today Reed events are held throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 38 fully staffed offices.

Reed organises a wide range of events, including exhibitions, conferences, congresses and meetings. Its portfolio of over 470 events serves 44 industry sectors, including: Aerospace & aviation, automobiles, broadcasting, building & construction, electronics, energy, oil & gas, engineering, manufacturing, environment, food service & hospitality, gifts, healthcare, interior design, IT & telecoms, jewellery, life science & pharmaceuticals, machinery, medical education, printing & graphics, property & real estate, security & safety, sports & recreation, travel.

For further information about Reed MIDEM visit www.reedmidem.com SOURCE: Reed MIDEM CONTACT: Reed MIDEM Jane GARTON, Press Director Tel: [phone] [e-mail] Joanna KIRK, Press Officer Tel: [phone] [e-mail] Philippe LE GALL, Press Events Manager Tel: [phone] [e-mail] Fax: [phone] Copyright Business Wire 2009 -0- KEYWORD: France

Europe INDUSTRY KEYWORD: Retail

Communications

Fashion

Marketing

Food/Beverage SUBJECT CODE: Trade Show