2/9 – Dallas/Fort Worth AMA Multi-Cultural ALL-STAR Kickoff

Multi-Cultural SIG – Engaging your Brand to Reach Multi-Cultural Audiences

Sponsored by SMU Cox School of Business and The Mastermind Group

Tuesday 9-Feb-10 6:00 PM to 9:00 PM CST

Speaker: Jimmy Smith, TBWA/Chiat/Day
Group Creative Director on Gatorade

Register Now! Registration deadline is Monday 8-Feb-10 9:30 PM

SMU, Collins Executive Education Center
3150 Binkley Ave.
Dallas TX 75275 USA

“Multi-Cultural SIG – Engaging your Brand to Reach Multi-Cultural Audiences”

To celebrate the long awaited NBA All-Star weekend coming to town, the DFW AMA is hosting a Texas-sized event. We invite YOU to JOIN us for a phenomenal presentation by Jimmy Smith, GATORADE Group Creative Director at TBWA\Chiat\Day. Jimmy is a creative extraordinaire and will share his keen understanding of how a culture-based approach has enabled his brands to connect with various audiences through Pop Culture – resulting in groundbreaking campaigns for companies such as Nike, EA Sports, Motorola, Snickers and Gatorade.

Immediately following the presentation, stay for the  “ALL-STAR FIRESIDE CHAT” with senior marketing professionals from television, film, sports, advertising and consumer products.

Hosted by Erin Patton, Original JORDAN Brand architect, Author of “Under the Influence,” and SMU Adjunct Professor, with Jimmy Smith. Rodney Woods of Diversity in Promotions, Inc. Rod Chappell of Grassroots Promotions, Inc. Monica Neal, Producer of The Michael Irvin Show, ESPN Radio/103.3 Clarence Carter, VP, Emerging Markets and Partnerships, TNT, TBS, TCM Program: 6:00pm  Networking: 6:45pm  Presentation, Jimmy Smith:7:30pm  Q&A: 7:45pm  “All-Star Fireside Chat” hosted by Erin Patton   Takeaways include: • Best practices and strategies engaging multi-cultural audiences • Leveraging social media to connect with the growing “non-general market” •The importance of cultural relevancy and strategy prior to developing “the plan” •How research is a necessity to learning and understanding what is valued by segmented audiences?  

Who Should Attend: Marketing, creative, sports and business professionals.
Parking in the deck across the street from the James M. Collins Executive Education Center


Before 8-Feb-10
Before 8-Feb-10
After 8-Feb-10
Student Member:

Speaker Jimmy Smith

Jimmy Smith is a Group Creative Director at the ad agency, TBWA\Chiat\Day.  He co-created the “That’s G” campaign for Gatorade, which included one of the most talked about commercials of 2009, “G-Manifesto.”  Directed by Spike Lee, “G-Manifesto” stirred up much debate by featuring current, retired, conventional, unconventional, controversial, famous, infamous, unknown, Black, White, Asian and Latino athletes in one ad.  Smith also co-created Gatorade’s sports and entertainment network, missionG.com.  One of its most successful shows, REPLAY, has been converted into a TV series on Fox Sports Net and a feature film is in the works.

Before TBWA\Chiat\Day, Smith was an Executive Creative Director at BBDO where he co-created the successful online digi-sodes “Instant Def” for Snickers, which starred the Black Eyed Peas.  From 1994-2004, Smith was a writer and Creative Director at Wieden+Kennedy.  His co-creations for Nike included LeBron James and Bernie Mac starring in a church themed ad called, “Book of Dimes,” the hip-hop basketball classic, “Freestyle,” and the “Funk” campaign that featured Dr. Funk (a.k.a., Vince Carter) and Bootsy Collins.

Smith’s advertising work has won numerous awards, including Cannes, Clio, Time magazine’s “Ad of the Year,” British Television Advertising, D&AD, Adcolor, One Show, Art Directors, Communication Arts and an Emmy nomination.

Besides expressing himself through advertising, Smith has written two books. His first was “Soul of the Game.” It was released in 1997 and won a Gold Medal in the 1998 Stiftung Buchkunst International Book Art Competition. And it was voted among the “14 Most Beautiful Books of the World” by the Copenhagen Museum of Applied Arts.

His second book, a graphic novel called “The Truth,” was published in 1999 by Dark Horse Comics and Wieden+Kennedy.  “The Truth” featured an African-American superhero who lived in an un-United States of America.

In 2003 and 2004, Smith ventured into creating video games.  He was the Creative Director on EA Sports’ NBA Street 2 and 3.

In 2003, Smith wrote a basketball documentary entitled “Battlegrounds” for Nike that debuted on MTV and soon became a TV series.  In 2004, Battlegrounds was the highest rated show in the history of MTV 2.

In 2008, Smith co-executive produced the documentary film, “Second Chance Season,” which debuted on ESPN2.  The movie chronicled the journey of Washington Wizards’ player Nick Young and his family as they tried to cope with the death of Nick’s oldest brother.

Additionally, Smith is the president and CEO of the sports apparel company, God Squad Athletics.


G MANIFESTO, Jimmy’s work, TBWA\Chiat\Day

o      The commercial that launched the rebranding of Gatorade. On the day the commercial debuted, it was the #1 search item on Google Trends.

MJ PERFORMANCE ART, Jimmy’s work, TBWA\Chiat\Day

MJ Performance Art is the latest Gatorade effort running. See The Making of MJ Performance Art too.

Erin Patton – Original JORDAN Brand architect, Author of Under the Influence, SMU Adjunct Professor

Erin Patton is widely regarded as one of the nation’s foremost experts on branding, sports marketing and urban consumer behavior.  As Founder & Principal of award-winning brand management consulting firm, The Mastermind Group (TMG), he has counseled Fortune 500 brands including Motorola, AT&T, Exxon-Mobil, Adidas, Converse, Mercedes-Benz, Ford Motor Company, Coors Light, Absolut and Macy’s in addition to global sports icons LeBron James and Venus and Serena Williams.

During his tenure with Nike, Inc., he was hand picked by Michael Jordan as the original architect for the JORDAN brand, authoring the original business plan and engineering its successful launch in 1997.  In that role, he was responsible for the brand’s global strategy, product, sales and marketing functions, growing the business to $350 million in global revenues.

In 2006, he spearheaded NBA star Stephon Marbury’s Starbury launch and $14.98 sneaker in partnership with national retailer Steve & Barry’s which revolutionized the footwear industry and garnered launch of the year from Footwear News and Advertising Age. As a renowned thought leader and researcher, Patton has been hailed for “cracking the code on the urban market” with his breakthrough 7 Ciphers™ segmentation framework and quantitative pilot study that attracted flagship sponsors Pepsi, MTV and The Brookings Institution.

Prior to founding TMG, Patton served as Senior Vice President/Group Head for Edelman Public Relations Worldwide’s Diversity Marketing practice.  Under Patton’s leadership, the Diversity Marketing practice implemented numerous high-profile consumer campaigns targeting multicultural consumers including Microsoft X-Box, Kraft, General Mills, UPS, Pfizer, Acuvue, And 1 Mix Tape Tour and Wrigley’s Doublemint partnership with The Williams Sisters.

He has been recognized with awards from distinguished organizations including the coveted Edison Award from the American Marketing Association, United Nations Honorable Mention, International Public Relations Association, The Network Journal’s “Forty Under Forty Award” and the Innovator Award from the Advertising Research Foundation (ARF).

Gifted as a dynamic public speaker with extraordinary communication skills, Patton is highly sought out as a speaker at conferences, symposiums, universities and corporations.  He has appeared as an expert on ESPN, CNN, VH1, and Fox News and been quoted in USA Today, Time, Newsweek, Business Week, Wall St. Journal Fortune and Inc. Patton also currently serves on the faculty of the SMU Cox School of Business Department of Marketing as an Adjunct Lecturer. In 2009, he released his first book, “Under The Influence: Tracing the Hip-Hop Generation’s Impact on Brands, Sports & Pop Culture.”

Patton is a graduate of Northwestern University in Evanston, Illinois.  He later earned his MBA from the SMU Cox School of Business in Dallas.   He currently resides in Frisco, Texas with his wife and two young sons.

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