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        module 1: RESET
        Welcome | What’s Your Digital IQ?
        The Online Luxury Explosion

        BART SAYER                                  module 2: FORWARD
        The Digital Luxury Experience
                                                    GREG SHOVE
        GINA SANDERS                                FreshWeb
        The Power of “AND”
                                                    JOHN DEMSEY
        PETER HORAN                                 Your “15 Minutes”: The Changing
        The Online Luxury Explosion                 Paradigm of Celebrity Marketing
        PETER GOLDER                                CINDY GALLOP
        Why Your Firm Can’t Innovate                The Successful Brands of the
        MILTON PEDRAZA                              22nd Century
        Wealth, Happiness, & Generosity             CHANDLER BURR
        HENRY BLODGET                               The History of Scent Design in
        Daytime Is the New Prime Time               Three Acts: 1919-2005
        GREG FURMAN                                 TODD SELBY
        Luxury Marketing in a Recession             The Story of The Selby
        SCOTT HARRISON                              FRANCOIS-HENRY BENNAHMIAS
        Water As Luxury                             Never Stand Still
                                                    RON POMPEI

                                                    Commerce, Culture, & Community:
                                                    The “New” Luxury
                                                    SCOTT GALLOWAY
                                                    Closing Remarks
                         SCOTT GALLOWAY | Curator
                         Professor of Marketing | NYU Stern
                         Founder | LuxuryLab
                         What’s Your Digital IQ?
                         Scott Galloway is Professor at the NYU Stern School of Business where
                         he teaches brand strategy to second-year MBA students. Scott is also the
                         founder of Firebrand Partners, an operational activist firm that, since 2005,
                         has invested over $1 billion in U.S. consumer and media companies.

In 1997, he founded Red Envelope, the premier Internet-based consumer gift retailer. In 1992, he
founded Prophet, a brand strategy consultancy that employs over 100 professionals in the U.S., Eu-
rope, and Asia, where he served as CEO (’92-’00) and Chairman (’00-’02). Scott was elected to the
World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under 40
“whose accomplishments have had impact on a global level.” He serves on the board of directors of
Eddie Bauer, The New York Times Company, eco-America, and Berkeley’s Haas School of Business.

                          GREG SHOVE
                          Founder & CEO | Halogen Network
                         Greg Shove is the founder and CEO of Halogen Network, a distributed
                         media company that powers digital engagement for prestige brands and
                         reaches more than 30 million affluent readers each month. The alliance
                         of over 75 mid-tail publishers including The Business Insider, The Daily
                         Beast,, and is the largest aggregate network of
                         affluent consumers online.

Halogen also designs and implements digital ‘brand applications,’ such as,
for agencies and their clients. Previously, he was also the co-founder of 2Market, a Silicon Valley
start-up that pioneered the development of interactive shopping, and was acquired by America
Online in 1995.
 listed in order of
 appearance                                                                                         BART SAYER
                                              MARTIN NISENHOLTZ                                     Principal, Consumer,
                                              SVP, Digital Operations                               Media & Digital                                    GINA SANDERS
                                              The New York Times                                    Booz & Company                                     Vice President & Publisher
                                              The Online Luxury                                     The Digital Luxury                                 Lucky Magazine
                                              Explosion                                             Experience                                         The Power of “AND”

                      Martin Nisenholtz is Senior Vice President, Digital   Bart Sayer is a Principal in Booz & Company’s        Gina Sanders has been Vice President and
                      Operations for The New York Times Company.            Consumer, Media & Digital practice, based in the     Publisher of Lucky magazine since January
                      He is responsible for the strategy development,       firm’s New York office.                              2008. Prior to joining Lucky, she was the found-
                      operations, and management of the company’s                                                                ing Publisher of Teen Vogue, a position she held
                                                                            Bart has seven years consulting experience help-
                      digital properties, including                                                                   since 2002. Launched in February 2003, Teen
                                                                            ing clients successfully implement strategically
                                                                                                                                 Vogue has been consistently recognized for its
                      Martin was CEO of New York Times Digital from         driven change, with an emphasis on brand strat-
                                                                                                                                 success. The magazine was named to Adweek’s
                      1999 to 2005 and President of The New York            egy and top-line revenue growth. Bart focuses
                                                                                                                                 Hot List in 2006 and 2007, Ad Age’s A-List
                      Times Electronic Media Company from 1995 to           on working with clients across the consumer
                                                                                                                                 2005, and Adweek’s 2005 10 Under 50 List. In
                      1999. In that role, he was the founding leader at     packaged goods, retail and media sectors on
                                                                                                                                 2005, Ms. Sanders was named Condé Nast’s
                                                      building world-class sales and marketing capa-
                                                                                                                                 Publisher of the Year.
                                                                            bilities, including several leading luxury brands.
                      Active in the advertising and publishing industry,
                                                                                                                                 Ms. Sanders was Publisher of Gourmet from
                      Martin is Founder and Executive Committee             Recent client engagements have focused on
                                                                                                                                 1997 to 2002 and was named Vice President
                      Member of the Online Publishers Association and       issues such as helping marketers develop new
                                                                                                                                 in June 2000. Prior to Gourmet, she worked at
                      serves on the board of directors of the Interactive   capabilities for digital and in-store marketing to
                                                                                                                                 Details, where she began as Advertising Director
                      Advertising Bureau, the Ad Council, and YPG           drive sales growth, helping retailers and market-
                                                                                                                                 in 1993, and subsequently served as Publisher
                      General Partner Inc. Before joining the Times         ers better harness social media to build con-
                                                                                                                                 from 1994 to 1997.
                      Company, he was director of content strategy          sumer relationships and branded experiences,
                      for Ameritech Corporation, Senior Vice President      and helping media businesses build marketing         She joined Condé Nast as an Account Manager
                      at The Ogilvy Group, and Founder of Interac-          solutions and lead generation platforms.             at House & Garden in 1988. Before she began
                      tive Marketing Group (IMG), the first full service                                                         her magazine career, Ms. Sanders worked in the
                      unit at a major U.S. advertising agency devoted                                                            advertising industry in Boston and New York.
                      specifically to interactive communication.
                                                                            PETER GOLDER
                                                                            Professor of Marketing                                                                                  HENRY BLODGET
                                                                            Tuck School of Business                             MILTON PEDRAZA                                      Founder & CEO
                       PETER HORAN                                          at Dartmouth                                        CEO | Luxury Institute                              The Business Insider
                       CEO | Goodmail                                       Why Your Firm Can’t                                 Wealth, Happiness,                                  Daytime Is the New
                       The Edge of the Network                              Innovate                                            & Generosity                                        Prime Time

Peter C. Horan is CEO of Goodmail Systems,           Peter Golder joined the Tuck School in 2009         In 2003, Milton Pedraza founded the Luxury           Henry Blodget is the CEO and Editor of The
Inc. He was formerly CEO of IAC Media &              as Professor of Marketing. Previously, he was       Institute, a New York City-based research firm       Business Insider, an online business media
Advertising, where he oversaw IAC Advertising        Professor of Marketing, George and Edythe           that publishes “The Wealth Report,” and consults     company based in New York. He hosts Yahoo’s
Solutions as well as Evite, Pronto, IAC Mobile,      Heyman Faculty Fellow, and marketing depart-        to companies targeting the wealthy. Luxury Insti-    TechTicker, an online finance show with more
and Ask Sponsored Listings, and CEO of AllBusi-      ment doctoral program coordinator at New York       tute’s clients include Flight Options, Abercrombie   than 1 million viewers per month, and contributes, Inc. Under his leadership, AllBusiness.    University’s Stern School of Business.              & Kent, U.S. Trust, and MasterCard.                  to Bloomberg TV. Blodget also writes for MS-
com achieved accelerated site performance and                                                                                                                 NBC, NPR, The Atlantic, The New York Times,
                                                     Peter’s research focuses on innovation and          From 2001 to 2003, Milton served as Senior Vice
led the development of a new publishing platform                                                                                                              the Financial Times, and other organizations.
                                                     global marketing strategy. He is the co-author      President and General Manager, Luxury Markets
for small businesses.
                                                     of Will and Vision: How Latecomers Grow to          for Wyndham Worldwide. A leading practitioner
Peter also served as CEO of, where         Dominate Markets, which won the Berry Book          in the field of Customer Relationship Manage-
he pioneered the company’s turnaround and led        prize as the best book in marketing and was also    ment, Milton successfully led the first CRM
the sale of the property to the New York Times       selected as one of the Top Ten Books of the Year    projects at Citigroup, Cendant (now Wyndham),
Company in 2005. At International Data Group         by Harvard Business Review. His research has        and Flight Options.
he spearheaded relationships with top advertis-      won five best-paper awards and been featured
                                                                                                         A senior executive with 23 years of global experi-
ers, and prior to that Peter spent more than 15      several times in The Wall Street Journal, as well
                                                                                                         ence at Fortune 100 companies including Altria,
years in senior roles at leading advertising agen-   as in The Economist, Advertising Age, and many
                                                                                                         Pepsico, Colgate, Citigroup, and Wyndham
cies, including BBDO and Ogilvy & Mather.            other publications. He has appeared on CBS,
                                                                                                         Worldwide, Milton speaks five languages and has
                                                     CNN, and the Nightly Business Report as a busi-
Peter has keynoted many internet industry                                                                conducted business in more than 75 countries.
                                                     ness expert.
events and is on the board of directors of the                                                           He is an independent advisor to the foremost
Interactive Advertising Bureau. He was formerly      Peter has six years of professional experience in   luxury, hospitality, and financial services firms
on the board of directors of the Online Publishers   the aerospace and oil industries and has con-       and has appeared as an expert commentator on
Association.                                         sulted in other industries.                         Bloomberg News, CNBC, and CNN.
                        GREG FURMAN                                                                                                  JOHN DEMSEY
                        Founder & Chairman                                                                                           Group President                                        CINDY GALLOP
                        The Luxury Marketing                                  SCOTT HARRISON                                         Estée Lauder                                           Founder & CEO
                        Council                                               Founder                                                Your “15 Minutes”:                                     IfWeRanTheWorld
                        Luxury Marketing in a                                                              The Changing Paradigm of                               The Successful Brands of
                        Recession                                             Water As Luxury                                        Celebrity Marketing                                    the 22nd Century

Greg Furman is President of Furman Commu-             Scott Harrison spent ten years as a New York           John Demsey is Group President of The Estée             Cindy Gallop is Founder and CEO of IfWeRan-
nications & Marketing and Founder & Chairman          City party promoter, throwing fashion and music        Lauder Companies Inc., overseeing Estée Lauder,         theWorld, a crowdsourced web platform de-
of The Luxury Marketing Council. He previously        events at top nightclubs for high profile entertain-   M·A·C, Tom Ford Beauty, and Prescriptives, as           signed to turn good intentions into action, which
served as policy advisor to the Ontario Minister      ment entities. Disgusted with the indulgent life,      well the company’s Specialty Group of brands.           will launch in January 2010. She also founded
of Education; head of public affairs and issues       Scott left in 2004 to volunteer with a team of                                                                 MakeLoveNotPorn at TED 2009 and consults
                                                                                                             Throughout his career John has demonstrated a
management for Sun Oil’s Canadian Subsid-             humanitarian doctors and surgeons onboard a                                                                    to clients who want to change the game in their
                                                                                                             unique ability to establish a brand’s authority while
iary, Suncor; Managing Director of Advertising        hospital ship in Liberia. He spent eight months as                                                             particular sector through radical reinvention and
                                                                                                             continuing to respect its heritage. By continually
and Sales Promotion for the New York Stock            the ship’s volunteer photojournalist, documenting                                                              groundbreaking, innovative, forward-thinking
                                                                                                             developing innovative products, cultivating new
Exchange, and head of J. Walter Thompson’s            the incredible need he saw there.                                                                              approaches.
                                                                                                             markets, and establishing an unprecedented link
corporate image public relations business.
                                                      Returning home a year later, Scott‘s exhibition        between fashion, beauty, and entertainment, he          From 1989 to 2005 Cindy ran global accounts
During his three-year association with Bergdorf
                                                      about Liberia gathered major media attention           has led brands to unparalleled growth.                  such as Coca-Cola, Polaroid, and Ray-Ban
Goodman, his responsibilities included marketing
                                                      and brought in almost $100,000 for medical pro-                                                                for creative network Bartle Bogle Hegarty. She
strategy, advertising, interactive initiatives, and                                                          Before joining The Estée Lauder Companies he
                                                      cedures and freshwater well projects in Africa.                                                                helped launch and run BBH Asia Pacific and
the store’s 20 million catalogue business.                                                                   worked as VP of Sales at the specialty division
                                                                                                                                                                     moved to New York in 1998 to found BBH US,
                                                      He then founded charity: water, a non-profit           of Revlon and held executive positions with
In 1994, Greg started his consulting business                                                                                                                        which began as Cindy in a room with a phone.
                                                      organization that creates exhibitions, online cam-     Bloomingdale’s, Macy’s, Benetton, and Saks
and founded The Luxury Marketing Council,                                                                                                                            Four years later BBH was named Adweek’s
                                                      paigns, and nationally-aired public service an-        Fifth Avenue.
whose membership includes 700 firms worldwide.                                                                                                                       Eastern Agency of the Year. In 2003 Advertising
                                                      nouncements. With the help of more than 60,000
                                                                                                             John serves as Chairman of the M·A·C AIDS               Women of New York voted Cindy Advertising
His strategy consulting practice focuses on           donors internationally and 300+ media mentions,
                                                                                                             Fund, which has raised over $140 million through        Woman of the Year.
helping clients define their mission and corporate    charity: water has raised more than $10 million,
                                                                                                             sales of the VIVA GLAM lipstick line and other ini-
positioning, develop strategic plans, and grow        funding more than 1,400 water projects that will                                                               Cindy is a frequent speaker at conferences such
                                                                                                             tiatives. He is also an active participant in several
their businesses by taking an out-of the-box ap-      provide over 700,000 people with clean, safe                                                                   as TED, ad:tech, and The Next Big Idea, and
                                                                                                             other AIDS-related organizations.
proach to all facets of the marketing mix.            drinking water.                                                                                                writes for online publications and magazines.
                                                                                                                                                                                        RON POMPEI
                       CHANDLER BURR                                                                                               FRANCOIS-HENRY                                       Founder & Creative
                       Perfume Critic                                                                                              BENNAHMIAS                                           Director
                       The New York Times                                    TODD SELBY                                            President & CEO                                      Ron Pompei A.D. LLC
                       The History of Scent                                  Photographer & Illustrator                            Audemars Piguet                                      Commerce, Culture,
                       Design in Three Acts:                                 Creator |                                North America                                        & Community:
                       1919-2005                                             The Story of The Selby                                Never Stand Still                                    The “New” Luxury

Chandler Burr is The New York Times’ perfume         Todd Selby is a world-renowned portrait, interi-      Francois-Henry Bennahmias is President & CEO          Ron Pompei is principal of the New York City-
critic, writing its “Scent Notes” column. His        ors, and fashion photographer. His popular photo      of Audemars Piguet, The Americas, overseeing all      based creative services firm Pompei A.D. His
definitive books on scent and perfume include        project, The Selby, offers an insider’s perspective   financial, operational, sales, and marketing func-    groundbreaking work in architecture, design,
The Emperor of Scent: A True Story of Perfume,       of creative individuals in their personal spaces      tions for the brand throughout North and South        experience branding, and cultural entrepreneur-
Obsession, and the Last Mystery of the Senses,       with an artist’s eye for detail.                      America including Mexico and the Caribbean.           ship is centered on C3: Commerce, Culture, and
about a genius of biophysics and scent, and The                                                                                                                  Community, the so-called “third place” outside
                                                     The Selby began in June 2008 as a web-                He began his career at Audemars Piguet in
Perfect Scent: A Year Inside the Perfume Indus-                                                                                                                  of home and work, where social interaction is
                                                     site,, where Selby posted            France in 1994. In less than three years, he
try in Paris & New York. The latter tells parallel                                                                                                               facilitated by commerce and culture.
                                                     photo shoots he did of his friends in their homes.    was promoted to lead the brand’s operations in
stories of scent creation by Jean-Claude Ellena
                                                     Requests began flooding in from viewers all over      Singapore, and in 1996 took on added responsi-        Ron’s multidisciplinary education and training
at Hermès and Sarah Jessica Parker directing
                                                     the world who wanted their homes featured on          bility for Audemars Piguet in eight more countries.   as an artist, sculptor, and architect enables the
the making of “Lovely.“
                                                     the site. With up to 35,000 unique visitors daily,    Since his promotion to North American President       firm to integrate diverse forms of expression
Burr speaks around the world and collaborates        within months, top companies from around the          in 1999, the brand has experienced rapid sales        into meaningful transformational experiences for
with chefs in creating interactive Scent Dinners,    world began asking to collaborate. These joint        growth and is now positioned as the number one        clients including IKEA, Sony, Coca-Cola, The
master classes in gourmand perfumes and the          projects have included a large ad campaign            market within the company worldwide.                  Discovery Channel, Urban Outfitters, Anthropolo-
food-based raw materials (absolutes of cinna-        and web project with Nike 6.0, a solo show at                                                               gie, UCLA Neuropsychiatric Institute, Fortune
                                                                                                           Prior to Audemars Piguet, Francois-Henry devel-
mon, ginger, vanilla, pepper) used to make them.     colette, an international ad campaign for Habitat,                                                          magazine, Harley Davidson, Levi’s, and MTV.
                                                                                                           oped a keen instinct for challenge and a bold drive
                                                     work for T: The New York Times Style Magazine,
Burr began his journalism career in the Christian                                                          for excellence as a top 25 ranked golfer on the       Ron is a frequent speaker at industry, branding,
                                                     and frequent contributions to Vogue Paris and
Science Monitor’s Southeast Asia bureau in                                                                 French tour, and he refined his experience in the     and educational venues. His visionary approach
                                                     Architectural Digest France.
Manila.  His novel You or Someone Like You was                                                             luxury fashion industry working for Giorgio Armani,   has been recognized by publications such as
published in June 2009 by Ecco.                      His first book, The Selby is In Your Place, will be   Les Copains, Reporter, Peter Hadley,                  The New York Times, Fortune, Business Week
                                                     released in May 2010 by Abrams.                       and Vilebrequin.                                      Online, Interior Design, and the Financial Times.
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credits                          INNOVATION FORUM PRINCIPALS
                                                      In 2003 with Bliss Spas as her first client,
 VIDEO CLIPS                                          Rachel launched Cube Ventures, a retail
                                                      consulting practice guided by the philoso-
 “Social Media Revolution”
                                                      phy that a successful retail transaction re-
 Courtesy: Erik Qualman at
                                                      sults from the coexistence of the following
                                                      principles: Innovation, Passion, Demand,
                                     RACHEL           Margin, Expertise and Execution. Clients:
 “Primitive Internet Report on     SHECHTMAN          CFDA, Cotton Incorporated, FLIGHT 001,
 KRON (1981)”                       Co-Curator        Lord & Taylor,, Vivre, and Vosges
 Courtesy: Steve Newman            Cube Ventures      Chocolate. Cube is currently working with                                   Gilt Groupe and TOMS Shoes.

 “Heart Skipped a Beat”
 The XX
 “Intro” The XX
 “Human” The Killers             CHRISTINE PATTON      LINDSEY BERNS         KATHRYN DURYEA
                                  Creative Director       Marketing              Marketing                                                        ™
 “Miss America” David Byrne                               LuxuryLab             LuxuryLab

                                                                                                     Ranking the digital competence
 “Girl” Beck
 “Sunshine (Ratatat Mix)”
 Jay Z featuring Foxy Brown
 “I Gotta Feeling”
 Black Eyed Peas
                                                                                                                    of luxury brands
 “He Got Game” Public Enemy
 “Music Is My Hot, Hot Sex”            LAUREA          TORY DIAMOND           SHIMUL SHAH
 CSS                                 DE OCAMPO          Co-President           Co-President              Download the full report at:
                                    Event Producer    NYU Stern Luxury &     NYU Stern Luxury &
                                   Good Experience       Retail Club            Retail Club
Rank   Brand               IQ    Class   Rank   Brand             IQ   Class    Rank   Brand                 IQ     Class   Rank   Brand              IQ       Class

1      Apple              170   Genius   21     Swarovski        124   Gifted   41     Dolce & Gabbana      110    Gifted   61     Omega              97     Average
2      BMW                167   Genius   22     Visa             124   Gifted   42     Cadillac             109   Average   62     Intercontinental   96     Average
3      Audi               166   Genius   22     Cartier          124   Gifted   43     Lancome              109   Average   62     Clarins            96     Average
4      Sony               162   Genius   24     Hermes           121   Gifted   44     Coach                108   Average   64     Cunard             95     Average
5      Porsche            153   Genius   25     Benefit          121   Gifted   44     Chopard              108   Average   65     Aston Martin       95     Average
6      Louis Vuitton      149   Genius   26     Moet & Chandon   121   Gifted   46     Christian Dior       108   Average   66     Conrad             93     Average
7      Ralph Lauren       146   Genius   27     Bentley          121   Gifted   46     Luxury Collection    108   Average   66     Bulgari            93     Average
8      TAG Heuer          141   Genius   28     Ritz-Carlton     120   Gifted   48     Burberry             107   Average   66     Piaget             93     Average
9      Clinique           138   Gifted   29     Viking           120   Gifted   49     Hublot               104   Average   69     Thermador          93     Average
10     American Express   136   Gifted   30     Sub-Zero         119   Gifted   50     Chanel               102   Average   70     Gaggenau           89   Challenged
11     Gucci              134   Gifted   31     Bang & Olufsen   119   Gifted   50     Orient Express       102   Average   71     Marc Jacobs        89   Challenged
12     Ferrari            132   Gifted   31     Tory Burch       119   Gifted   52     Dom Perignon         102   Average   72     IWC                88   Challenged
13     Tiffany            129   Gifted   33     Estee Lauder     118   Gifted   53     Movado               101   Average   73     Lamborghini        88   Challenged
13     Rolex              129   Gifted   34     Wolf             117   Gifted   54     Crystal Cruises      101   Average   74     Perricone MD       87   Challenged
15     Veuve Clicquot     128   Gifted   35     Fairmont         116   Gifted   55     Mandarin Oriental    100   Average   75     Regent             87   Challenged
16     Lexus              128   Gifted   36     Prada            112   Gifted   56     Four Seasons         100   Average   76     Ferragamo          85   Challenged
17     Land Rover         127   Gifted   37     St. Regis        111   Gifted   57     Jaguar               100   Average   77     Audemars Piguet    84   Challenged
17     Mercedes Benz      127   Gifted   37     Christian Dior   111   Gifted   58     Bosch                99    Average   78     Maserati           83   Challenged
19     Mastercard         126   Gifted   39     Bose             111   Gifted   59     Giorgio Armani       98    Average   79     Patek Philippe     82   Challenged
19     W Hotels           126   Gifted   40     Park Hyatt       110   Gifted   59     Van Cleef & Arpels   98    Average   80     Jaeger-LeCoultre   82   Challenged
Rank   Brand                 IQ       Class    Rank   Brand                    IQ   Class

81     Silversea             81   Challenged   101    Coutts & Co              60   Feeble
82     Peninsula             81   Challenged   102    Abercrombie & Kent       59   Feeble
82     L'Occitane            81   Challenged   103    Franck Muller            57   Feeble
84     Vacheron Constantin   80   Challenged   104    Trump                    51   Feeble
85     Rolls Royce           80   Challenged   105    Travcoa                  49   Feeble
86     Harry Winston         78   Challenged   106    Graff                    48   Feeble
87     Lotus                 77   Challenged   107    Bulova                   48   Feeble
88     David Yurman          75   Challenged   108    La Cornue                24   Feeble
89     Yves Saint Laurent    74   Challenged   109    Faberge                  11   Feeble
90     NARS                  74   Challenged
91     Beaulieu Vineyard     73   Challenged
92     DeBeers               73   Challenged
93     Sterling Vineyards    71   Challenged
94     Baccarat              70   Challenged                  140+    GENIUS
95     Bottega Veneta        67       Feeble            110-140       GIFTED
96     Stila                 66       Feeble
                                                         90-100       AVERAGE
97     Waldorf Astoria       65       Feeble
                                                              70-90   CHALLENGED
97     Windstar Cruises      65       Feeble
99     Korbel                62       Feeble                   <70    FEEBLE
100    Buccellati            60       Feeble
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