2:30 PM - 3:30 PM
Session A:
The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment
The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms.
Alan Schulman, Chief Creative Officer, Brand New World
John Partilla, President, Time Warner Global Marketing
Steve Grubbs, Chief Executive Officer, PHD North America
Jarrod C. Moses, President & CEO, ALLIANCE
Howard Handler, Chief Marketing Officer, Virgin Mobile USA
Ken Dice, Executive Vice President, Marketing, Discovery Networks, U.S.
Michael Kassan, Principal, Media Link, LLC, Moderator
John Partilla was named President of Time Warner Global Marketing in
June 2004. He holds the additional title of Senior Vice President, Time Warner. Reporting to Jeff Bewkes, President & COO of Time Warner, Partilla leads Global Marketing in its mission to partner more effectively with major Time Warner advertisers, and help drive the growth of advertising and marketing revenue across all of Time Warner's businesses. In his tenure Partilla has redefined the way Time Warner assets are more effectively and creatively leveraged against client partners' needs, leading to a growth in the partner roster and significantly increased revenue per partner. In addition, Partilla has grown advertising revenue for Time Warner's international businesses by expanding U.S. programs globally. Prior to overseeing Global Marketing, Partilla was Founder & CEO of Brand Buzz, a $100mm billing creative solutions agency within the Y&R Group, which he launched in January 2000. Additionally, he was EVP, Global Client Leader of Sony Electronics, and elected to the Y&R Worldwide Advertising Board in 2002. He managed a varied roster of client portfolios over his eighteen year Y&R tenure, including Colgate, Sony, Verizon, and Viacom. From 1997-1999, Partilla lead Y&R's global business development efforts, resulting in over a billion dollars in topline revenue growth, and Y&R being recognized as the new business industry leader during those years. Key global and regional wins included AIG, Barilla, Cadbury Schweppes, Campbell's, Danone, Ford, Revlon, Kellogg's, Roche, and Sony Ericsson. In 1998, based on his business development achievements, Partilla was selected as one of Crain's "Top 40 Under 40," as one of New York's leading achievers across all industries. Outside of work, Partilla sits on a number of boards, including Schools' Chancellor Klein's "NYC Education Virtual Enterprises," an initiative to link the academic and professional world more closely to help broaden students' career opportunities. He resides on Manhattan's Upper West Side, with his wife, Karla, and two young children, Isabel, and Jackson.Alan Schulman, Chief Creative Officer, Brand New World: Alan Schulm
an is Chief Creative Officer of Brand New World – the emerging media creative solutions group. An industry leader in the development of Advertising for new and emerging media platforms, Alan is among the few mutli-disciplinary Creative Directors whose experience includes the development of award-winning campaigns across traditional, interactive and emerging media platforms. Prior to founding Brand New World, Alan served as Senior Vice President/Creative Director of Universal McCann Futures – the emerging advertising group of Universal McCann North America. As one of the first Creative Directors ever hired by a Media Services Agency, Alan was responsible for the extension of McCann-Erickson’s traditional advertising into Broadband, Video on Demand and Wireless media for such global brands as Coca-Cola, Microsoft, SONY, L’OREAL, Johnson & Johnson and many others. In his role as an industry leader in ‘Emerging Media", Alan has served on the AAAA Advanced Television Committee, the National Television Academy’s New Media Committee as well as Interpublic’s Convergence and Branded Entertainment Advisory Committee. He has been referred to as a "Creative Director of the Future" by Advertising Age’s CREATIVITY magazine and was recently named one of the "100 most influential in media" by MEDIA Magazine. Having served as both a Branding and Advertising Creative Executive, Alan has been involved in such noted brand launches as TiVO, MSN, XBOX and CTV Canada among others. He has been a noted speaker on emerging media for numerous Media and Entertainment-related organizations including the CES, NAB, NATAS, CTAM, iMEDIA, IAB, IRTS, NCTA, MIPCOM, NATPE and the AAAA’s. Alan has won many awards across the branding, advertising, and digital spectrum including One Show, Clio, AICP, AIGA,, ADDY, TELE, and ProMax/BDA. Most recently, he was an EMMY nominee for outstanding technical achievement in the enhancement of a television program for his role as Creative Director on ABC eTV’s THE VIEW ‘His & Her Body Test.’Steve Grubbs is Chief Executive Officer of PHD North America, a division
of the PHD global network. PHD is an independent media services company within the Omnicom Group. They are among the top 10 media services companies in the world with global billings of $7 billion. They have nine offices in the U.S. and Canada. PHD’s clients include DaimlerChrysler, Schwab, Energizer, Reebok and The Discovery Networks. Prior to joining PHD, Steve was the Chief Executive Officer of OMD USA, Omnicom’s other global media services network. He joined OMD USA at its inception in April of 2000, and he managed the integration of the broadcast buying assets of its primary agency networks (BBDO, DDB and TBWA Chiat/Day) into the second largest broadcast buying company in the U.S. Before joining OMD USA, Steve was Executive Vice President, Director of National TV Buying and Program Development at BBDO New York, where he had worked for 22 years. Steve is a three-time winner of Mediaweek’s "Media All-Stars" Award and a two-time winner of Advertising Age’s "Media Mavens" Award. He is on the Board of the Internations Radio and Television Society and the International Academy of Television Arts & Sciences. Steve is a former chairman of the American Association of Advertising Agencies’ Network TV committee. In addition, he served on the Board of Directors of Advertising Information Services.Jarrod C. Moses, President & CEO of ALLIANCE: As CEO of world leadi
ng entertainment marketing and brand partnership firm, Alliance, 35 year-old Moses is at the forefront of creating strategic partnerships and building unique businesses for the marketing and entertainment industries, bridging the gap between Madison Avenue and Hollywood. Now more than ever advertisers are becoming an even greater partner, marketer, and financier for entertainment product. From films and television to music, sports and video gaming, Moses has been the pioneer in utilizing entertainment as a key marketing and sales vehicle. Alliance has created and produced television programming, motion picture partnerships, concert tours, endorsement deals, product placements, celebrity seeding, television brand integration and licensing and merchandising programs. Alliance is responsible for crafting successful partnerships and programs for some of the world’s largest marketers including Procter & Gamble, The Coca Cola Company, NBC Universal, Panasonic, Reebok, Mercedes Benz, MTV Networks, Hasbro, Motorola, and Wal-Mart. Under Moses’ direction Alliance has been the recipient of many industry accolades including Emmys, Tellys, Platinum Records, and ABAs, and has crafted partnership deals exceeding a total value of $1.5 billion. Alliance currently has offices in New York, Los Angeles, Miami, Toronto, London, and China. Recently, Alliance built upon its deep relationships with its many business partners to create Alliance Ventures- a think tank that will create unique businesses and annuities that will generate ancillary revenue and value for its existing client base. Moses has become a spokesman for the industry and has traveled internationally as part of a corporate speaking circuit as well as having appeared on NBC’s The Apprentice, CNN, ABC, Bloomberg Television, MSNBC and in many international publications expressing his vision and strategies as we enter into a new world of communication.Howard Handler, Chief Marketing Officer, Virgin Mobile USA: Howard
joined VMU as chief marketing officer in January 2003. In this role, Howard leads all of Virgin Mobile’s branding, promotion, publicity, consumer marketing, content development and retail sales efforts. Howard brings 20 years of experience as a recognized brand builder and leader across a range of world class brands, including The National Football League, MTV: Music Television, Saturday Night Live and The Quaker Oats Company. Howard most recently served as president and chief executive officer of Burly Bear Network, a start-up cable network and youth marketing company, where he more than tripled revenues in two years before selling the business to National Lampoon. Before this, Howard was head of marketing and fan development for The National Football League. During his six-year tenure, he led the creation of the league’s first imaging campaign, "Feel The Power," developed the NFL’s integrated youth initiative, "Play Football," and built up the company’s retail division with the introduction of the "NFL Shop." Earlier, Howard served as head of marketing for MTV: Music Television where he played a central role in the launch of "Beavis & Butt-head", "The Jon Stewart Show," "The Real World," and the Peabody Award-winning "Choose or Lose" voter awareness campaign. Prior to MTV, Howard was vice president of marketing for Broadway Video Entertainment, producers of "Saturday Night Live." He launched his career in brand management at The Quaker Oats Company in Chicago. Howard holds a bachelor’s degree and an M.B.A. from the University of Michigan.Ken Dice, Executive Vice President, Marketing, Discovery Networks, U.S.
: As Executive Vice President of Marketing for Discovery Networks, U.S., Ken Dice is responsible for brand strategy development, media planning and strategy, as well as all advertising and promotional campaigns for Discovery’s U.S. networks, Discovery.com and interactive programming initiatives. Dice joined Discovery in December 2003 after a 17-year media and marketing career with Sony Electronics, Inc. and Leo Burnett, Inc. Prior to joining Discovery, Dice served as senior vice president, consumer marketing for Sony Electronics in Park Ridge, N.J. In this role, Dice oversaw all of Sony Electronics’ U.S. consumer marketing efforts, leading the development and execution of business growth strategies and spearheading integrated marketing programs to successfully expand the Sony brand. Dice was responsible for all Sony Electronics advertising, combining consumer insights and brand positioning to deliver breakthrough and entertaining messaging, while highlighting key Sony products and applications. Dice also created and executed, for the first time, national retail partnerships to build integrated programs and further advertising extensions. Prior to joining Sony, Dice worked in numerous capacities at Leo Burnett Advertising in Chicago, where he worked on such major accounts as McDonald’s, Reebok, Eli Lilly and Hewlett-Packard. Dice earned his Bachelor of Arts degree in economics and computer applications from the University of Notre Dame. He is based at Discovery’s world headquarters in Silver Spring, Md. and resides in Chevy Chase, Md. with his wife and 1-year-old daughter.Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan
is a internationally recognized leader in the area of media and entertainment. Mr. Kassan has acted as a development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, TV Guide, FBC (Fact Based Communications), Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage Group, BNC, Cimarron Group. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide a division of The Interpublic Group of Companies (IPG:NYSE), at the time, the largest and most diversified media management company in the world, with more than 75 offices in North America, Europe and Asia. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994 and was instrumental in the sale of the company to IPG. While there, he oversaw the day-to-day operations in North America and was the architect of the firm’s international expansion and grew media billings from $1.5 billion to over $10 billion. Mr. Kassan, an attorney was counsel to the Los Angeles law firm of Christensen, Miller, Fink, Jacobs, Glaser, Weil & Shapiro. He had been President and Chief Operating Officer of International Video Entertainment (Artisan Entertainment). Mr. Kassan has acted as a director and advisor to many charitable and community organizations, including The Hollywood Radio and Television Society, and previously serving on The Commission on California State Government Organization and Economy. He also has been Chairman of the Senate Select Committee on the Entertainment Industry in California and in 1998 was elected to the Board of the American Advertising Federation. Mr. Kassan has served on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center.