General Session

Mike Rowe, who has performed more than 300 jobs as host of Discovery Channel’s “Dirty Jobs” series, has launched a website (www.mikeroweworks.com) and a foundation (mikeroweWORKS Foundation) to promote skilled labor and provide assistance to those seeking to learn a skill or master a trade. He has many large commercial endorsement and licensing relationships, including Ford, Caterpillar, Kimberly-Clark (Viva), Kimberly-Clark Professional, VF Corp. (Lee) and Master Lock. He also recently launched a new line of cleaning products under the name Dirty Jobs.

In spite of these diverse activities, Rowe doesn't see himself as a host or spokesman. He sees himself as a curious viewer or customer with access to experts and a genuine fan of the companies and brands with which he is associated. That positioning has affected the work genre in television and helped maintain his authenticity and credibility. It has also resulted in a powerful brand centered around Rowe, and him being one of the most trusted celebrity endorsers.

Come listen to Rowe speak about his experiences in the entertainment and commercial world and how he "Forrest Gumped" his way in to a successful brand.