3:50 PM - 5:00 PM
Track I:
Advertising Strategies in the Diversified Digital Culture: Broadcast, Cable, Satellite, Broadband, Games and Mobile
A transformation of advertising is steadily taking form. As the digital technologies emerge and engage the consumer in new and better understood ways, the relationship between the brand, the agency and the consumer is beginning to realize itself within a more fully defined business model. With a stronger economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games and broadband, an advertising strategy in a diversified digital environment, while proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape and it is up to the creative team to design and develop new tools, visions and strategies to grow within it.
David Ernst, Executive Vice President, Director, Futures & Technologies, Initiative Worldwide
Barry Frey, SVP, Cablevision Advanced Platforms
Todd Herman, Director, Advertising & Business Strategy, MSN Video / TV / Movies / Radio, Microsoft Corporation
Walter Schild, Founder & CEO, Genex
Lee Hancock, Chief Executive Officer and founder, go2
Gigi Johnson, Principal, Maremel Partners; Lecturer, Entertainment and Media Management Institute, UCLA Anderson School of Management, Moderator
David Ernst, Executive Vice President, Director, Futures & Technologies:
In his role as Executive Vice President, Director of Futures & Technologies, David leads the company's research team in the development and deployment of proprietary research initiatives, providing clients with a distinct advantage in today's dynamic media environment. David has a broad range of experience that he uses to develop consumer insights and identify the greatest media value that can be leveraged in the media process, across all media forms. Prior to his promotion in spring of 2003, David held the position of senior vice president, direct of Initiative Solutions, in which he developed research applications, policies and priorities for Initiative clients. David joined Initiative in August 2001 when True North Media merged with Initiative. Throughout his 20-year career, David has developed several methods of consumer-driven brand-building approaches for media planning and buying. Prior to joining True North Media in 1997, he was Senior Vice President, Associate Director of research and strategic media insights at Young & Rubicam (Y&R). He began his career in 1980 in local market television and radio, where he held various sales, programming and management positions at WBFO-FM, WUWU-FM and WIXT-TV. David also has extensive experience in the development of media and marketing models for budget determination and allocation, advertising productivity measures, and optimizing media investments. He has published a number of papers, participated in leading industry panels and also serves on several committees at the Advertising Research Foundation, Media Ratings Council, Agency Media Research Council (AMRC) and the Interactive Television Association. In 2002, David coauthored a groundbreaking paper on understanding interaction and consumer media value that was delivered at the opening session of the prestigious ESOMAR (World Association of Opinion and Market Research) conference in Cannes, France. David initiated and directs Initiative's exclusive research partnership with the Massachusetts Institute of Technology (MIT) School of Comparative Media Studies, which has resulted in breakthrough research on a number of key industry issues, including consumer behavior, interactivity and media convergence. In his spare time, David enjoys skiing and biking. He resides in Norwalk, Connecticut with his wife and two children.Barry Frey, SVP, Cablevision Advanced Platforms: Mr. Frey, having earned
a reputation as one of the industry’s most innovative marketers, now heads up Cablevision’s Advance Platforms initiatives by developing and launching on demand and interactive opportunities for national and regional sponsors and their advertising agencies. Prior to joining Cablevision, Mr. Frey founded Next Level Media & Marketing LLC, which created and executed successful media and marketing strategies for companies in the cable, multimedia and interactive industries. His clients included The Advertising Council, Resorts Sports Network, VOY Hispanic CONCERT Video on Demand, and Laureus Sports Awards. Previously, Mr. Frey was in charge of sales and marketing divisions at leading companies including: Crown Media, the National Basketball Association (NBA), and USA Networks. While at Crown Media, Mr. Frey served as senior vice president of global media sales and managed the sales division responsible for creating the first digital product placement agreements on television. Previously, Mr. Frey was senior vice president with the National Basketball Association and oversaw the development of leading multi-million dollar, multi-platform advertiser agreements. Earlier in his career he was responsible for overseeing international sales and new business development at USA Networks.Walter Schild, Founder + Chief Executive Officer, GenEX: As founder and CEO of Genex, Walter Schild has built the company on the vision that Internet-based solutions can decisively enhance communication between businesses and their customers. Schild formed Genex in 1995 to help large organizations more effectively and efficiently maximize online business opportunities. Under Schild's leadership, Genex has evolved continuously, and it now ranks as one of the largest independent Internet consulting and development firms. Genex was founded without venture capital as an independent, grassroots organization. >From the beginning, Schild emphasized conducting business efficiently by lowering costs and building direct client relationships. This strategy has enabled the company to focus on high-value, long-term client associations. At the same time, Genex has maintained an environment of small, integrated groups of individuals working efficiently and cost-effectively to develop and deliver innovative solutions. The benefits of this model have been consistently proven over the years. Genex has successful long-term relationships with clients such as CitiStreet and American Honda Motor Company. The company's revenue has grown tenfold in five years, and that growth continues. In September 2001, Deloitte & Touche ranked Genex eighth among the region's 50 fastest growing companies. The company has also joined the ranks of the Inc. 500—Inc. Magazine's roster of the fastest growing private companies in the U.S. Before founding Genex, Schild spent three years as chief technology officer of Alan Lithograph (now Insync.Media). Prior to that, he was a successful advertising consultant, with clients that included The Los Angeles Times and Quiksilver. Schild is a Seybold Fellow for Ziff-Davis/Comdex and has spoken at Internet World, Broadband Media Conference, Ad:Tech, California Technology Forum, Sterling Commerce Conference, Global Customer Conference, and Seybold Seminars
Lee Hancock, Chief Executive Officer and founder, go2: Lee Hancock, CEO
and founder of go2, is a veteran and pioneer in the Location-Based Services (LBS) industry. A catalyst in technological advancement, Hancock has been developing go2’s technological and patent efforts since 1995. And In 1998, he co-founded inBuilding Systems Corp., a provider of high-speed Internet access for multi-tenant office buildings, a business that was sold in 2000. In addition to his strong technology background, Hancock headed the corporate department of Allen, Matkins, Leck, Gamble and Mallory, a 200 person California law firm, where he practiced from 1988 to 1998. Hancock specialized in tax law, mergers and acquisitions, and venture capital financings for high technology companies. Hancock also sits on the board of directors of Inabled Online Corp., a digital directories company in San Diego, Calif.Todd Herman, Director of Media Strategy, is responsible for the strategy, implementation and communication of advertising sales for MSN Video. Mr. Herman began working in streaming media in 1996, shortly after its inception, while working at the forefront of the Hot Talk Radio movement. In 1998, he co-founded and served as CEO of theDial, (now Loudeye Radio), a seminal Internet Radio Pioneer. theDial provided private labeled audio and Internet radio technology to offline music service providers and top 100 web properties; theDial was the first company to welcome multiple Fortune 500 companies to Internet Radio advertising. As President of Mediagasm, LLC, he consulted media and technology companies on crossing online and broadcast advertising models, his clients included Microsoft, Windows Media, MSNBC.com and Ads.com -an early pioneer in serving Television advertising online- where he conceived his three C's of streaming media for consumers: control, condense & combine. He sits on the board of the International Webcasters Association and is a contributing author to The Streaming Media Bible by Steve Mack (2002, Wiley & Sons). Before co-founding theDial, Mr. Herman worked in most every facet of radio including several years as a nationally known radio talk show host. Todd Herman is an exciting, provocative speaker on media, advertising, pop culture and the Internet as the entertainment delivery device of the future -- and the present.
Gigi Johnson, Principal, Maremel Partners; Lecturer, Entertainment
and Media Management Institute, UCLA Anderson School of Management: Gigi Johnson launched Maremel Partners in 2001 and recently announced its expansion into family-oriented digital content creation. She will continue her work consulting on new media business model opportunities and partnerships within Maremel as well as lecture at graduate and executive classes on media/technology at UCLA Anderson School. Until August 2005, she was Executive Director for UCLA Anderson’s Entertainment and Media Management Institute. Ms. Johnson was responsible for all elements of this 27-year-old endeavor, running all of the Institute's activities in new business model research, graduate education, and industry relations and events. In addition to her role in managing and expanding the Institute, Ms. Johnson worked with a wide variety of entertainment and media companies as a "business connector" on new technology ventures and business opportunities. She joined UCLA Anderson in 1999 as Director of its renowned Applied Management Research/Field Study Program, working with more than 300 organizations on strategic consulting engagements with over 1,000 students. In addition, she had helped launch UCLA Anderson’s Center for Management in the Information Economy as its acting Associate Director. Prior to UCLA Anderson, Ms. Johnson had been Managing Director at Bank of America, where she had financed major entertainment and media companies’ mergers and acquisitions for most of a decade. Ms. Johnson received her MBA from the UCLA Anderson School of Management and holds a Bachelor’s degree from USC’s School of Cinema-Television in Production.