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In today’s social and digital climate, where consumers and businesses alike are constantly tapped into emerging trends, brand recognition and image is everything–and sponsorship and advertising play a key role in increasing the credibility and image of a brand. In response to these opportunities, the International Council of Shopping Centers (ICSC) is hosting its first-ever Sponsorship and Advertising Conference at the Grand Hyatt in New York, August 4-5, 2014.Participants will be meeting to improve industry presence and leadership.

“Shopping center based advertising and sponsorship presents an extraordinary opportunity for retailers and brands to connect with consumers in a very meaningful way,” said Patricia Norins, vice president, specialty programs, ICSC. “In today’s segmented marketplace, it’s important for brands to get in front of consumers in an environment where they will be noticed. By utilizing the shopping center as a marketing vehicle, brands have a powerful platform for reaching consumers of all ages,” added Norins.

A keynote presentation will be given by Alan McKeon, president and CEO, Alexander Babbage, Atlanta, Ga., a full-service strategy and research firm that helps companies better understand their customers, their market, and their opportunities. McKeon will discuss a new research study that reveals why shopping centers are still relevant today, as well as how to include this data in your sponsorship and advertising presentations.

Additionally, attendees will hear from top marketing experts as they share their most current programs in static media, experiential marketing, sponsorship, digital advertising and mobile marketing in the developer panel. Mary Cipriano, manager, specialty leasing and brand activation, Yorkdale Shopping Center, Toronto, and Steve Medcalf, president, Magnet Engagement Group, Toronto, will also present a case study on selling the right image and connecting with the right customer.

In addition, the conference will feature ten 15-minute roundtable discussions on topics such as “Improving Your Negotiation Skills,” “Pricing Your Assets,” and “Making Your Sponsorship Proposal a Standout.”

Registration fees for the Sponsorship and Advertising Conference are $675 for members in advance and $850 for non-members in advance. To qualify for the advanced rate, registration must be completed by July 25, 2014. Press registration is complimentary. To register, contact ICSC’s Members Services Department at 646-728-3800, or register online. To obtain press credentials contact Elana Krasner in ICSC’s media relations department at 646-728-3515 or

Founded in 1957, ICSC is the premier global trade association of the shopping center industry. Its more than 67,000 members in over 100 countries include shopping center owners, developers, managers, marketing specialists, investors, retailers and brokers, as well as academics and public officials. For more information, visit

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