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The new trust: understanding field marketing in a Gen Z context

17th October 2019, New York

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Location: The Factory 380


Nothing comes close to the value of an in-person interaction. As a brand, you have very few opportunities to meet and truly engage with your target audience. It’s why field marketing is so important – it’s a practice that ensures you’re present, visible and constantly dialed in to consumer trends, behaviors and local markets.

And making this connection is especially critical when connecting with Generation Z—a generation that highly values the opinions of their peers and personal experiences. Their expectations of brands couldn’t be higher.

What is more, 32% of the population is Gen Z, overtaking their millennial counterparts as the next consumer demographic. To survive as a brand, it’s imperative you are capturing the attention of Generation Z.

How do you evolve your field marketing program to match the expectations and aspirations of Gen Z?

Join us to find out how others are adapting their field strategy for a new generation.


6:00 – 6:30 pm – Welcome Drinks Reception
6:30 – 7:15 pm – Introduction and the New Trust trend presentation from Archrival
7:15 – 9:00 pm – Dinner Complemented with Roundtable Discussions
9:00 – 9:30 pm – Q&A panel with Archrival, wrap up & closing remarks

Discussion Topics

  • Trust – when it comes to learning about new brands, who do young adults trust and why?
  • ROI – how do we get the most out of field marketing programs while connecting tactics and strategies to sales?
  • Ingredients – what are the key elements of a best-in-class program?

Keynote Speaker


Clint! Runge, Co-Founder & Managing Director at Archrival

As the Co-Founder and Managing Director of Archrival, Clint! leads the agency thought leadership with a cultural approach for brands like adidas, Spotify, Hollister and Red Bull. While he’s the kind of guy with tricks up his sleeve, his saving grace is striking the balance between creative impact and business results. Clint!’s passion for the business has been recognized over the past two decades with as many awards as he’s had all-nighters. He’s also a frequent Rock Paper Scissors competitor and welcomes your challenge.

About Archrival

Archrival is a youth culture agency that reinvents how brands win the hearts and minds of young adults in the field. Brands come to us when they want to go against the grain of traditional marketing to build love, loyalty and sales with teens to twenty-somethings. As experts to engage young adults, we combine a modern, insights-driven approach to field marketing with brand experiences and shopper engagement in a creative and wholly disruptive way.

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New York

New York

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