Advertising Week kicked off today with a crazy long line outside of the Times Center on 41st Street as attendees waited (and waited) to check in and get started. Press was able to zip through quickly and our first stop of the week (PRNewser and our AgencySpy colleagues will be checking in on events throughout the week) was “Moms & the New Zeitgeist: The Complex World of the World’s Most Important Audiences.” That’s a name huh?

The panel was all about reaching moms successfully and just about everyone on stage, except for Walmart‘s marketing SVP Tony Rogers, was a mom. Moderated by The Wall Street Journal‘s Suzanne Vranica, the discussion covered a variety of topics outside of advertising.

According to the description in the Ad Week booklet, “Moms control more than $2.3 trillion in spending power, yet three out of four moms say marketers don’t understand them.” Perfect segue to the first question of the panel, “What’s the hardest thing about reaching moms?” Rogers said it’s getting moms involved in the process of creating the creative. Once you have that, reaching them is relatively easy. But moms are necessary for “shepherding you through the process,” he said.

“Getting the message is the hardest part,” he continued.

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