Owning the attention of Gen Z

May 27, 2021; 13:00 – 17:00 EEST

Online, Zoom platform

In a digital world  where every brand, publisher and influencer is innovating and fighting for the attention of its consumers, owning the attention of Gen Z is one of the biggest challenges for marketers and media executives. What differentiates Gen Z from the older millennials and what that means in terms of building brand proposition and communication? This workshop will look at a framework to approach building detailed personas of Gen Z going beyond the simple demographics. We will dive deep into the importance of social media strategy specifically for Gen Z while planning brand awareness and engagement strategy. Finally, we will look at the ways publishers can monetise the strength of its audiences and content to build strong advertiser relationships through deep sponsorships, innovation, experiences and advertising.


Chanpreet Arora is a recognised leader in the Indian Media Industry. Her work over the last 19 years has
included launch and scaling of leading international and local media brands in India including VICE Media, The New York Times, Formula One, Times Internet, Discovery Channel and Formula One. Earlier in 2018 as CEO, she led the launch of VICE Media in India. Completed the prestigious fellowship at the Reuters Institute for Study of Journalism at Oxford University in 2019,  recently co-founded Rezilient Digital Services (building a SaaS marketplace for publishers to enable monetisation across content, media, data and programmatic channels). Rezilient is working with leading digital publishers and Ad-tech companies providing full service revenue support, ranging from ad-tech advisory, organisation reskilling to programmatic and direct monetisation services. Some of its clients include The New York Times, Parentune and McKinsey & Company.


  • How to build a brand for Gen Z  (B2C) in a digital first environment;
  • How to build a sales proposition (B2B) for Gen Z brand;
  • How to own the attention of Gen Z on Social Media.

Who should attend?

Growth-oriented communication and marketing professionals, media managers, executives, chief editors, news media founders and publishers aiming for sustainability of their outlets and innovative approach to their professional careers.

Participation fee

EUR 150 + VAT

The application is open, please fill out the form below.

If you have any questions, please email: jana.altenberga@sseriga.edu

Apply for the course: