12:30 PM - 1:45 PM
Track IV:
Broadband Advertising Power Surge– The Entertainment, Digital Publishing and Search Engines Emergence
In this session, we bring together a group of the most experienced professionals in the field of broadband advertising and content delivery and we look forward to it being a truly visionary look into the future of the marketplace. The projections of broadband into the home and workplace, along with the explosion in wireless, bring the issues of brand extension, advertising and commerce to the forefront of our industry once again. What can we seriously expect from the merger of content and commerce? With broadband and wireless taking off, it seems as if the entertainment and information industries have reached a new taking off point for the e-commerce revolution. With the technology just about in place, this time there will be no false start.
Todd Unger, Senior Vice President of Brand Extensions and General Manager, Interactive, Lifetime Entertainment Services
Jamie Berger, Vice President & General Manager Consumer Products Division, IGN Entertainment, Inc.
Maria Mandel, Partner, Director of Digital Innovation, Ogilvy Interactive
Daniel Harris, CEO, MediaPass® Network
Kate Everett-Thorp, President, Interactive Advertising, AKQA
Simon Assaad, co-CEO, Heavy.com
Susan S. Bratton, Digital Marketing Consultant, Cendara, Inc., Moderator
Todd Unger is Senior Vice President of Brand Extensions and General Man
ager, Interactive, at Lifetime Entertainment Services in New York City. There he has responsibility for extending the #1 television brand for women into new businesses and across media, including Lifetimetv.com, Lifetime Radio, and Lifetime Home Entertainment. Prior to that, he was General Manager of AOL's city guide operation, helping to grow it from a handful of cities to a leading national network available on both AOL and the Web. Having spent 10 years prior to AOL in consumer product marketing and advertising, Unger brings a consumer-driven perspective to the media world. Unger started his career in brand management at Procter & Gamble, working three years on leading health and beauty care brands. In 1990, he joined the Leo Burnett Company, where he managed advertising, marketing, and new product development programs for such brands as Oldsmobile, Sony, and Glad plastic products. He spent his last year at Leo Burnett helping to create and introduce GladWare Plastic Containers, coining the slogan "containers you'll love to use and can afford to lose" that helped the brand become a runaway success and win an Edison award for new product excellence. Unger received his MBA degree in 1990 from the Harvard School of Business and his undergraduate degree in Finance in 1985 from Miami University (Ohio). He and his wife, C.V., a former professor at the Darden School of Business (U. VA), and their two young daughters live in Montclair, New Jersey.Daniel Harris, CEO, MediaPass® Network. As company Founder & CEO, Daniel has been responsible for overseeing all aspects of growth and development for the MediaPass.net Network since its inception. This includes managing a 4 year relationship with Microsoft Corporation. During this time, MediaPass has been a featured content partner within Microsoft’s WindowsMedia.com; and most recently, MediaPass participated in a national press launch at SXSW music conference announcing the launch of its new music video download service. Having secured the exclusive content rights for events including: 2002-2003-2004 American Dance Music Awards, Voodoo Festival, UK’s Mobo Awards, and Ultra Festival, MediaPass.net properties have distributed well over 200 live-on-demand webcasts reaching millions of end-users. This vision for cost-efficiently feeding the content needs of Gen Y - X audiences has resulted in establishing relationships with all of the major music labels. MediaPass has seamlessly integrated its original content with mainstream talent including: Madonna, Missy Elliott, OutKast, Beyonce, Busta Rhymes, Radiohead, ColdPlay, and Red Hot Chili Peppers.
Jamie Berger, Vice President & General Manager Consumer Products Division, IGN Entertainment, Inc.: Jamie Berger brings 15 years of professional brand management and marketing experience to the online gaming industry. He joined IGN Entertainment after six years with the consumer products division of The Walt Disney Company. As general manager for IGN’s consumer products division, Jamie manages IGN's subscriptions, digital distribution and e-commerce portfolio including Direct2Drive. Direct2Drive, IGN Entertainment’s digital download retail store, offers game publishers a new channel to sell both their new and catalog PC game titles. Jamie began his professional career as an account manager with the NCR Corporation. He received his B.A. in economics from Washington & Lee University and an MBA from The University of Virginia.
Maria Mandel, Partner, Director of Digital Innovation, Ogilvy Interactive: Maria is currently Partner, Director of Digital Innovation at Ogilvy Interactive. She consults across the Ogilvy group on emerging communication platforms such as broadband, wireless, gaming, digital out-of-home advertising and interactive TV. Prior to joining Ogilvy, Maria was VP - Director of Interactive Services at Draft where she oversaw clients such as Unilever, Jose Cuervo International, AARP/UHG and Johnson & Johnson. She joined Draft after they acquired the interactive group from Lowe Worldwide. At Lowe, Maria was a VP-Account Director and led interactive advertising initiatives for Unilever, Lego, RCN, DirectHit.com, and RCA. Her client-side experience includes brand management at Kraft where she worked on several brands under the Maxwell House portfolio. Previous to her experience at Kraft, she was also the Founder and President and of Market-Strat, a Philadelphia based advertising agency with clients that included AT&T, Dow Jones & Company, Kellogg’s USA, and Citibank. Maria has received over twenty-five industry awards including three Echo awards and seven Caples. Maria is an adjunct professor of marketing at NYU’s Stern Business School where she teaches a course in integrated marketing communications. She is a graduate of the University of Pennsylvania's Wharton Business School and is currently pursuing a doctorate degree in Philosophy with a concentration in emerging communications from Murdoch University.
Susan S. Bratton, Digital Marketing Consultant, Cendara, Inc.: If Susan
were an ad – her headline would be "Lives to Launch." She is known both for her "power-rolodex" of decision-makers in Marketing, Advertising and Media and for the many Internet companies she’s helped launch including @Home Network, Excite, Mailblocks and Maven Networks. Susan is currently the Chair of the AD:TECH series of conferences and personally programs five global events in conjunction with dmg World Media USA, IMP Events UK and Infoex World Services Hong Kong. She selects nearly 500 speakers a year to present at the conferences in San Francisco, Chicago, New York, Shanghai and London. In her "spare" time, she is a digital marketing consultant helping companies with go-to-market strategy and business development relationship-building. She also serves on the board of a number of companies including Maven Networks, ZEDO, Inc., Clean Living, and the Silicon Valley American Marketing Association. An indefatigable crusader for interactive marketing, Susan has logged five years of service, including election as Vice Chair, for the Interactive Advertising Bureau (IAB). AdAge has recognized Susan as a "Digital Media Master" and one of the "10 Internet’s Pioneers." She continues to be a sought-after speaker, presenting at over 50 media, marketing and interactive conferences and winning the coveted "DEMO God" award in 2004. Susan lives in Los Altos Hills, CA with her husband and daughter.Simon Assaad, Co-CEO, Co-Founder, Heavy, Inc.: Co-CEO Simon A
ssaad is an Arab-Australian who moved to New York, because it’s the safest place in the world to live if you’re part Arab right now. He didn’t finish his Law Economics degree, because traditional literature has shown us that smart people get bored of school and drop out, or are dyslexic. Simon is not dyslexic. Instead he flew to New York with five hundred dollars and waited on tables for five years. Through living in New York and selling five dollar salads he developed a keen understanding of how to market, and quickly spent all his savings on producing a feature film, which landed him a role as Executive Producer of "Under the Streets of Nice", a movie developed by Warner Brothers. Simon was seconded to legendary producer Joel Silver, and the project continues to languish in glorious development hell. Simon’s vision for a brave new world without development hell resulted in a direct path to the Internet and marketing, where he built in partnership with David Carson, both Heavy.com and Heavy, the company’s agency arm. Both company’s reflect Simon’s desire to make a big impact by taking the road less traveled – which he did in 1991 when he hitch hiked across central Africa, and does now regularly by skydiving on the weekends.Kate Everett-Thorp is President of Interactive Advertising at AKQA.
Kate oversees the online advertising operations across AKQA’s offices worldwide. Before joining AKQA, Kate was the former Chairman and Chief Marketing Officer of Carat Interactive. Kate came to Carat when her agency Lot21 was acquired in January 2002. She served as president & CEO of Lot21, a digital marketing, media and advertising agency she founded in 1996. Her unique background includes experience as television reporter, U.S. congressional aide, writer, media executive, CNET online crusader and co-founder of the Internet Advertising Bureau (IAB). Recognized by Advertising Age as one of the "Top 25 Women to Watch" and inducted in to the "Advertising Hall of Achievement" by the American Advertising Federation. Kate has shared in all perspectives: Executive, Advertiser, Publisher and trade organizations responsible for providing standards and accountability. Strategically, Kate has lead the charge from developing standards to top end advertising programs at leading advertising agencies such as McCann Erickson Worldwide and J. Walter Thompson. She has been one of the most influential evangelists of the Web and is dedicated to education and information online. In 2005, AKQA has been named one of the "Top Five Interactive Agencies" by Adweek, as "Agency of the Year" by BtoB Magazine, and OMMA Magazine (Mediapost) named AKQA "Creative Agency of the Year", referring to AKQA as a "creative powerhouse that puts the work front and center".