BevNET Live: MTV’s SVP of Strategic Insights and Research to Present

BevNET is delighted to announce a new highlight for the BevNET Live conference in Santa Monica, Calif., which will be held on Dec. 3 and 4.

Nick Shore, Senior Vice President, Strategic Insights and Research for MTV will provide a presentation and discussion concerning the key characteristics and usable research-derived strategic marketing strategies — for the “millennial generation,” a key consumer group for the entire beverage industry.

Shore’s experience with the millennial generation — his research and branding insights have made him MTV’s leading voice on the trends shaping youth culture — is buttressed by his familiarity with the beverage business itself, as he has worked with PepsiCo, Coke, Snapple, and Tropicana, as well as other highly influential brand and media companies.

The presentation will have particular relevance for entrepreneurial beverage companies given the entrepreneurial nature of MTV’s own programming content and brand partnership programs. The company, now in its 31st year, has constantly studied and reinvented itself as one of the leading “audience experts” for the 12-34 year-old demographic, as well as one of the leading brands that reaches that group. The strategic insights on connecting with that audience that Shore will offer will be invaluable to those companies that are looking to create, grow, or deepen their ties with a dynamic group of consumers, as well as create, via example, a framework for thinking about research and outreach efforts for other groups as well.

About Nick Shore:

Nick Shore is Senior Vice President, Strategic Insights and Research for MTV.

An innovator in audience research and brand development, Mr. Shore is responsible for leading all aspects of MTV’s research efforts across MTV, MTV2,, mtvU. He also oversees MTV’s audience insight efforts to uncover emerging macro and micro trends of young adults and keep intimately tapped-in to youth culture. As part of the senior management team, Mr. Shore helps inform and guide strategy for all areas of the network and MTV brand.

Known for his pioneering work with an array of leading global beverage brands including PepsiCo, Coke, Diet Coke and Tropicana, as well as work with AMC, HBO, FX, Nickelodeon , J&J, Motorola, and McDonald’s. Mr. Shore joined MTV with more than 20 years of experience helping organizations uncover their brand essence. Mr. Shore co-founded and built his own brand agency and was an early pioneer of the use of innovative approaches to target audience research such as ethnography studies and “cool hunters”. His work spans topics as diverse as studying the “brand of Princess Diana” for Coca Cola, to running the Snapple ad agency account during the “Snapple Lady” years.

His work has been featured in The New York Times, Los Angeles Times, BusinessWeek, Harvard Business Review Brandweek, Adweek, Mediaweek, The Economist and Fast Company (where he was voted one of the elite ‘Fast Pack’ in 1999); and he has guest-lectured on brand strategy at Columbia Business School, Wharton and NYU. Mr. Shore a graduate of the London School of Economics and is based in MTV’s New York office.

About BevNET Live:

BevNET Live’s Winter 2012 event will be held at the Loews Santa Monica Beach Hotel in California on Dec. 3 and 4. Early Registration tickets are available through Oct. 17. BevNET Live is a two-day forum for beverage entrepreneurs, suppliers, distributors, retailers and investors to gather, speak, exchange ideas through interactive panels and lectures, and enhance their marketing and product development strategies through our Beverage School. Attendees can tap the expertise of investment professionals who can help groom them to attract money, business owners with inspiring success stories, and the community, which has spent a decade dedicating itself to careful reporting on the fast-moving beverage industry.