Wednesday, March 29 9:00 AM - 10:15 AM Track II: Branded Media Marketing - TV, Film, Broadband, Podcasting & Blogging, Mobile, Music and Games – Reinventing the Commerce & Media Model With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to PRVs - devices as well as content programming, the task of the client, the agency and content provider raising their message above the clutter is daunting. With every challenge, however there exists the opportunity to reinvent the process, and in the evolving world of branded media marketing, the creativity at hand is impressive. The industry’s TV, music, wireless, film and broadband marketing teams are reinventing the world of entertainment, branding and marketing. In this session, we will gain further insight into the structures of our industry’s future Neil McGinness, Vice President, National Lampoon Maria Thomas, Vice President and General Manager, NPR Digital Media J.D. Heilprin, Executive Vice President, Network LIVE Jason Brown, Executive Vice President, National Advertising Sales, Screenvision Stephen Smyth, Vice President, Mobile and Emerging Media, Reuters Chris Petrovic, VP, Business Development, Playboy Entertainment Group Mike Ripka, Vice President, Futures Group, Millward Brown, Moderator Neil McGinness, is Vice President for National Lampoon, known worldwide as a leading film and entertainment brand. At National Lampoon, McGinness develops entertainment-based strategic marketing programs through National Lampoon properties in film, television, radio, publishing, online, and on-campus through its in-dorm college cable television network. Before joining National Lampoon, Mr. McGinness spent 10 years working for Lorne Michaels' company, Broadway Video Entertainment eventually becoming Vice President for Marketing & Business Development. His clients have included Coca-Cola, MTV, Nokia, Showtime Networks, Philips Electronics, SONY, TDK, AOL and Airwalk Shoes. He holds a master's degree from NYU's Institute of Film and Television (Tisch School) and received a bachelor's degree from Georgetown University Maria Thomas, Vice President, NPR Online: As vice president for NPR Online, Maria Thomas leads the talented team of writers, programmers, content developers, and designers that make possible NPR's Web site, npr.org. With 15 years of experience in high technology and finance, Maria brings to NPR a broad range of strategic business skills and expertise unique to the online environment. There couldn't be a more fitting job for her. She is an avid NPR radio listener who confesses to having an Internet addiction. Thomas joined NPR in October 2001, after more than two and one-half years with Amazon.com in Seattle, Washington. At Amazon.com, Thomas directed various Internet operations including the launch and management of Amazon.com's camera and photo store. She also developed and managed the company's partnership with Ofoto, a Kodak company engaged in the online photo services business. Maria also spent seven years as an investment officer with the World Bank's private sector arm, the International Finance Corporation (IFC), in Washington, DC. In 1995, she was awarded an Eisenhower Exchange Fellowship to study the limitations to financing small- and medium-sized enterprises in Argentina. In 1997, Ms. Thomas made the institution's first investment in a private company in the former Soviet Republic of Georgia. Her career at the IFC culminated with an appointment to the position of special assistant to the CEO of the IFC. Ms. Thomas began her career on Wall Street where she spent five years in corporate and project finance with Kidder, Peabody & Company, Incorporated. Thomas holds a M.B.A. degree from the J.L. Kellogg Graduate School of Management at Northwestern University and a B.S. in accounting from Boston University. She passed the CPA exam in Massachusetts. Thomas lives in Washington D.C. Jason Brown, Executive Vice President, National Advertising Sales, Screenvision: A 13-year veteran of media sales, Jason Brown heads the U.S national and regional sales teams for Screenvision, the worldwide leader in cinema advertising. Based in Screenvision’s New York office, Brown develops sales strategy and manages five sales teams in the firm’s New York, Los Angeles, Detroit and Chicago offices. He is responsible for revenue generated via national cinema spots, slides, promotional extensions and in-theatre integrated marketing programs. Since March 2005, when Screenvision launched its digital platform, Brown has been an integral part of the internal task force that develops strategy and rollout. He has also spearheaded custom content deals with blue-chip advertisers and marquee brands like American Express, HBO, Discovery Networks and Verizon Wireless for the digital pre-show. A member of the Screenvision team since 2001, Mr. Brown served as the Vice President of the eastern regional sales force until he was promoted to Senior Vice President of national sales in 2004, when he spoke at Screenvision’s first annual Insiders’ Ball. Prior to joining Screenvision, he was the National Sales Manager at Discovery Networks, where he supervised advertising sales across Discovery’s portfolio of cable networks. He also led the launch of Discovery Health Channel and discoveryhealth.com. Mr. Brown began his career as an account executive at NBC Cable, where he was part of the launch team at MSNBC. Mr. Brown holds a B.S. in Business Administration from Skidmore College, where has spoken on several occasions as an expert on cinema advertising. Stephen Smyth leads Reuters consumer facing mobile, video, and signage media businesses globally. He is responsible for maximizing revenues and brand value from the company’s presence on these platforms and overseeing relationships with key technology providers and distribution affiliates across the globe. In addition, he heads Reuters Labs, a public showcase of the latest consumer product innovations from Reuters. Prior to his current role, Stephen was responsible for media strategy and business development for Reuters. Before joining Reuters in January 2003, he was Director of Business Development for Bertelsmann, the media group. At Bertelsmann, Stephen worked for a number of divisions including the RTL Group, Bookspan and the firms E-Commerce Group. Prior to this he co-founded a number of software companies. He received his B.A. and B.A.I. from Trinity College, University of Dublin and his M.S. from the Massachusetts Institute of Technology. Mike Ripka, Vice President, Futures Group, Millward Brown: Mike currently works in Millward Brown's recently formed Futures Group, which focuses on research and insight into new and emerging digital platforms. Prior to joining the Futures Group, Mike led the integration of Dynamic Logic, a pioneer in evaluating Internet advertising, into the Millward Brown family of companies. At Millward Brown, Mike has designed several innovative methodologies designed to evaluate the effectiveness of online advertising, online sponsorships and other marketing communications initiatives using interactive research methodologies. He joined Millward Brown in 1998 and has worked in Millward Brown's Fairfield, Connecticut, San Francisco and Austin, Texas offices before moving to New York City. He has worked on a wide range of consumer and B2B projects, both traditional and interactive, for leading brands including MSN, Yahoo!, AOL & Time Warner, ESPN, Zales, Fujitsu, Merck, CNET, CBS, IBM, Microsoft, VISA and Maxwell House. He has presented Millward Brown's interactive expertise at many industry conferences and seminars. Mike earned a bachelor’s degree from Adelphi University and an MBA from Syracuse University. As part of his MBA program, he attended the Archamp, France, campus of Thunderbird, The American Graduate School of International Management, where he received a certificate in International Business. Chris Petrovic, VP, Business Development, Playboy Entertainment Group: Mr. Petrovic is a new media veteran, having started his career in the Internet marketplace in the late 90’s. He has held executive management positions in a variety of corporate settings, from start-ups to publicly traded companies to venture capital firms. Petrovic currently serves as Vice President of Business Development, Digital Media for Playboy Entertainment Group. In this role, he is responsible for business development initiatives all divisions of the Entertainment Group including Playboy Mobile, Playboy Online and Playboy TV. Before joining Playboy, Mr. Petrovic served as Vice President of Business Development for AG Interactive, the new media division of American Greetings. Petrovic oversaw all business development efforts across all three of the division’s business units – mobile (both domestic and international), Internet and instant messenger. Petrovic joined AG Interactive from theglobe.com, where he served as Vice President of Strategy and Business Development and was responsible for developing and growing the company’s consumer VoIP offering (Voiceglo) as well as its print media business (Computer Games Magazine). Petrovic is a graduate of Columbia University in New York and holds a J.D. from Southwestern University School of Law in Los Angeles. He began his new media career as CEO of BannerGreetings.com, an Internet start-up, and from there went on to become COO and General Counsel of Buzztone, a leading viral marketing agency, before joining the venture capital firm Prime Ventures as their VP of Business and Legal Affairs, managing the business development and legal operations of its portfolio companies, including most notably drkoop.com. Petrovic is based in Playboy’s Los Angeles office.