2:15 PM - 3:30 PM
Track IV:
Building Brands, Hollywood Style - Word of Mouth and Community Marketing
As Hollywood continues to invest millions in the marketing of movies and television shows, studios are looking for new and innovative ways to generate buzz and build a fan base. This is especially true when targeting a young, 18-35 year old market. Although the "science" behind generating word of mouth marketing online (which is very different than buying Internet 'banners') is still in its infancy, companies like Friendster (16 million members strong) are partnering with entertainment companies to pioneer new ways of effectively reaching individuals with a message that they want to hear, and presenting it in innovative ways. When at these sites, members share their interests, likes/dislikes, in addition to demographic and geographic data, so marketers can potentially identify potential fans, personalize their approach, and then return again and again to keep them updated on new or existing programs/movies. By integrating online marketing techniques, the networks and studios are finding that they can (& do!) influence offline behavior.
David Reis, CEO, DEI Worldwide
Scott Holmes, Managing Partner, UNITED^FUTURE, WONGDOODY
David Brody, Director, Marketing and Creative, Virgin Digital
Todd Steinman, Partner and Chief Operating Officer, M80 Services
Betsy Green, CEO, Media Matchmaker
Chris M. Williams, co-founder & CEO, FanLib
Bryan Kujawski, co-founder, 360i, Moderator
Betsy Green, CEO, Media Matchmaker: Media Matchmaker is a new,
on-line service that instantly connects producers, studios and networks with advertising executives seeking multi-platform, product placement and sponsorship. Media Matchmaker’s proprietary matching system simplifies the challenging process of connecting the right entertainment property with the right products and sponsors. Users can close more deals in less time for less money than their current methods. Media Matchmaker is based in Culver City and is led by its two co-founders, President, Jim Mahoney and CEO, Betsy Green. Ms. Green watched too much television as a child and as a result, she will challenge anyone to a game of "Classic TV Trivia." She has spent her entire career in the TV space as a sales executive for companies such as: Kingworld, Viacom, Fox and Variety selling programming, advertising and product placement. Ms. Green can be found eating buttered popcorn in the back, center row of an art house or a multi-plex movie theater when she’s not working. David Brody, Director, Marketing and Creative, Virgin Digital: Bringing over 15 years experience in brand strategy, product launches, strategic partnerships, experiential marketing, and retail promotions to Virgin Digital, David is responsible for developing and implementing all brand communications for the company. Prior to jumping back to the client side with Virgin, David was most recently Chief Ideator at the Integer Group, America’s 7th largest promotional advertising agency. Part of the Omnicom Group, Integer has over 800 employees nationwide. A "conceptual roverback" wherever he’s gone, David has spent time on the agency side as a Copywriter, Account Planner, and Creative Director bringing big ideas to life for high-profile brands like Coors Brewing Company, The National Football League, EarthLink, Procter & Gamble, and United Airlines. He first sharpened his entertainment-marketing chops with the Sioux Falls Skyforce of the Continental Basketball Association, where he was responsible for concepting and executing all in-game promotions for the minor league sports franchise. This included teaching the team’s mascot how to dunk (with authority) off the mini trampoline. David has a B.S. in Marketing from the University of Arizona, and spends his free time writing, cycling, checking out live shows, and boasting about his prowess in Ping Pong.
Bryan Kujawski, Co-Founder, 360i, Bryan oversees new business and p
artnership development as well as key client relationships for 360i. Bryan frequently is quoted in national business and industry publications such as Adweek, Atlanta Business Chronicle and Catalyst and was featured on GPTV's Georgia Business Report. He is also a regular panelist and speaker for events such as the Adweek Agency Dynamics seminar and the American Marketing Association. Bryan is a founding member of AiMA, the Atlanta Interactive Marketing Association, and was recognized by the organization as Atlanta Interactive Marketer of the Year in 2000. Bryan was named 2005 Small Business Person of the Year by the Metro Atlanta Chamber of Commerce and the Atlanta Business Chronicle. Bryan received his both his BBA and MBA from Emory's Goizueta Business School where he concentrated in e-marketing.Todd Steinman is Partner and Chief Operating Officer for M80 Servi
ces, Inc. M80 specializes in developing online publicity, promotions, and grassroots marketing campaigns for top entertainment properties and consumer brands. M80 identifies, empowers and activates word-of-mouth among online influencers and opinion leaders. Todd oversees the company’s operations and strategy, and is focused on delivering clients with tangible results and quantifiable ROI for word of mouth marketing. M80 has developed and implemented marketing campaigns for over 150 clients, including Warner Music Group, Comedy Central, BBC America, Xbox 360, Universal Music Group, Disney, Sega of America, Fox Broadcasting, Lion’s Gate and Fox Home Entertainment. Prior to M80, Steinman served as Vice President and General Manager of Media & Entertainment for iXL, a global internet services firm. He was responsible for all Media and Entertainment Group business which included Publishing, Broadcasting, Filmed Entertainment and Music. His unique blend of technical expertise, broad product development skills and strategic planning experience enabled him to help foremost media and entertainment companies identify and develop successful online business solutions. Todd led his teams through all project stages, including business development, strategic consulting, design, development, asset management, production and deployment. Todd’s clients included Universal Music Group, Best Buy, Virgin, AOL, Audible, Sirius Satellite Radio, and many others. Steinman spent most of his career at Warner Bros. Records, where he was Vice President, New Media and Marketing. He founded the company’s New Media department in 1993 and was instrumental in putting them on the map as the first major record label online. He developed and managed all aspects of the company's online presence including highly trafficked artist sites (from Madonna and Tom Petty to the Red Hot Chili Peppers and Green Day) and mailing lists. He led e-commerce, online advertising and direct marketing initiatives and implemented co-branded online promotions with major consumer brands including Levis, Doc Martens, Coca Cola, and Goodyear. Todd managed strategic partnerships with technology companies, content providers and internet portals and played a key role in the conception and launch of Warner Bros. Online, one of the most visited entertainment destinations on the internet. Steinman began his career at Warner Bros. Records in 1991, working in both the Product Management and Creative Services departments of the company.David Reis is the founder of the advertising agency and Influencer W
ord of Mouth (WOM) marketing firm DEI Worldwide, and currently serves as its President and CEO. His vision, leadership and insightful understanding of the marketing landscape have put DEI at the forefront of the dynamic marketing industry, serving a broad client list including Coca-Cola, Procter & Gamble, Kellogg, Isuzu, Hershey, the City of Las Vegas, and AOL TimeWarner. As an interactive marketing futurist, Reis speaks nationally on topics ranging from the key elements to constructing and implementing an effective Word of Mouth campaign to the future of marketing as shaped by the Internet. David co-chairs WOMMA’s Education Council and sits on both the Research and Metrics and Ethics Councils. DEI Worldwide is both a Founding Member, and a Governing Member of WOMMA. Prior to his founding of DEI, Reis is most widely known as the co-founder of interactive marketing firm guerillaPR. Early in his career, David gained valuable experience in marketing and media. As head of publicity at the Miss Universe Organization (a partnership of CBS Television and Donald Trump), David integrated online and traditional media in innovative ways, including mobilizing social networks, both off, and on-line. His efforts resulted in a dramatic increase in the popularity (and profitability) of the Miss Universe, Miss USA, and Miss Teen USA pageants and led to the highest ratings in the history of The Miss Universe Organization. Prior to Miss Universe, David also spent several years in the development side of the movie industry, working with such notables as Steven Spielberg, Ron Howard, Brian Grazer, Kathleen Kennedy, Mel Gibson, Tom Hanks, and Jim Carrey. David graduated Magna Cum Laude from UCLA with a degree in Political Science and winning UCLA’s prestigious CAPPP Fellowship, entered the political realm as an Assistant Director of Television Services for the White House. David incorporated the internet into his PR responsibilities while maintaining close ties with traditional media. He produced and publicized television interviews, and wrote briefings and press releases, for key government figures, including President Clinton, Hillary Rodham Clinton, and Vice President Gore. David went on to complete USC Business School’s Entrepreneurial FasTrac program. David Reis balances his corporate experience with a 2nd Degree Black Belt in Hapkido and world travels.Chris Williams, co-founder & CEO, FanLib: Chris Williams leads the
FanLib team, building key business relationships, spearheading strategy and overseeing operations. His wide-ranging experience as a successful internet executive, film and television producer, and advertising sales director allow him to effectively bridge the worlds of marketing, entertainment and online media. In 1996, Williams joined upstart Yahoo! as one of its first sales and business executives. Over the next five years, he rose to the position of Director of Market Development, generating over $300-million in revenue and managing a team of over thirty people. He personally developed signature relationships and negotiated complex partnership agreements with Viacom, Disney, Barnes & Noble and others. After forming My2Centences® with partner Craig Singer in late 2001, Williams set off producing feature films, including festival favorites "A Good Night to Die" and "Dead Dogs Lie." His recently completed horror film "Dark Ride" stars Jamie-Lynn DiScala of "The Sopranos" and is being distributed by Lions Gate Entertainment in late 2006. He also recently served as a Consulting Producer on the 2006 series "King of Vegas." As the media landscape has changed, Williams has channeled his unique expertise in the colliding industries of entertainment, marketing and online media by helping marketers and established entertainment companies make the most of opportunities arising from online and consumer-generated media. Williams graduated from Boston University’s College of Communications in 1993 with a BS degree in Broadcast and Film. He currently lives in Beverly Hills with his wife Carrie and son Gabriel.Scott Holmes, Managing Partner, UNITED^FUTURE, WONGDOODY: S
cott has spent the last 15 years focused on building brand equity and digital innovation. Scott Co-Founded UNITED^FUTURE, an Interactive Marketing & Development company, specializing in experience design and application development for broadband Web channels & interactive television environments. His client roster has included fortune 1000 clients such as; Microsoft, GlaxoSmithKline, General Motors, T-Mobile, Avery Dennison, ALPINE, Autodesk, Caesar’s Entertainment, and many others. Prior to co-founding UNITED^FUTURE, Scott was instrumental in developing Zentropy Partners, a McCann Erickson Worldgroup company, into a Top 10 interactive agency ranked by Adweek. Developing new business opportunities, and fostering the broadband, mobile and interactive television divisions. Scott is an acting Chairman of the New Media Peer Group within the Academy of Television Arts, & Sciences (www.emmys.org), and executive board director for the Interactive Television Alliance (ITA).