Wednesday, October 1 2:15 PM - 3:30 PM Session A: Mobile Games, Advertainment & Custom Branded Experience From wireless communication to websites, email and Interactive TV, the advertising, marketing and brand extension communities are actively reaching out to the consumer. TV shows now regularly reach out to millions of viewers through online games, contests, polling and other promotions. Mobile games as a form of brand extension and customer service is turning out to be a perfect fit. The mix of mobile, entertainment and commerce seems to click for all concerned. As broadband rolls out nationwide, the advertainment and commerce possibilities will be endless. This is a perfect marriage of technology and commerce for the consumer. Shawn Conahan, President, Moviso LLC Keith Ferrazzi, President & CEO, YaYa Craig Dalton, Director, Business Development, Proteus Jason Yim, President & Creative Director, Media Revolution Joseph Varet, VP, Business Development, The Groove Alliance, Inc. Edward Boddington (‘Bod’) founder, Telescope, Inc. Joyce Schwarz, Author & founder, JCOM, Moderator Shawn Conahan is president of Moviso LLC, a subsidiary of Vivendi Universal Net USA and the leading provider of mobile media products and services in North America. Since April 2000, Moviso content has been distributed in 85 countries, with 90 million content downloads and more than 12 million wireless customers worldwide. With leadership in key areas for wireless industry growth, Moviso is driving and supplying demand for wireless media and entertainment. An expert in emerging technologies with an extensive background in the wireless industry and worldwide product marketing, Shawn defines and drives the vision at Moviso, focusing on delivering the highest quality content, widest distribution and innovative technologies that advance the wireless industry. Prior to joining Moviso, Shawn was vice president and head of the mobile division at MP3.com, where he defined next-generation mobile applications to increase the value of the company's content and technology to its partners in the wireless arena. In addition, Shawn spent years at Universal Music Group, Gartner Group and Warner Group consulting firms. Shawn received his degree in Business Administration from California State Northridge University in 1992. Edward Boddington (‘Bod’) founded Telescope in the UK in April 1998. The company grew rapidly and became a world record breaker with its management of the Pop Idol TV Series in 2002, on behalf of FremantleMedia. Telescope set-up its US business to manage American Idol and has just completed both fixed-line and mobile telephony voting for the second series which generated over 240 million votes. Telescope, Inc. is now seeking to exploit interactive opportunities in the US and has based itself in Santa Monica, CA. Bod began his career at Triangle Communications in 1987, which was to become the UK’s largest independent marketing services company in the UK. This was followed by a two year stint in South East Asia where he was responsible for setting up Triangle Pacific. He was ultimately responsible for Triangle Pacfic’s joint venture with Dentsu Young and Rubican in 1990. Bod’s career in telemarketing began in 1992, joining Legion as UK General Manager. He was one of the original pioneers in automated telephony and represented the industry as a Director of ATIEP and later as the Telephony representative of the DMA. He was also involved in the premium rate market development in Poland during his time at Legion. In 1994 Bod founded Greenland Interactive, Ltd. a joint venture between Legion, Daily Mail and General Trust and Matra Hachette. Greenland, an automated (IVR) Service Provider has grown to be a top 5 company in its sector. Over the years, Bod has been active with trade associations and recently represented the UK Premium Rate industry in consultations with the Department of Culture, media and sport regarding the gambling review. Bod holds Diplomas in Marketing and Sales Promotion. His interests include flying, shooting, sailing, tennis and he spends as much time as possible with his wife Sally, his 3 boys (Ben, Rupert and Leo) and his Daschsund dog Ellie. Craig Dalton, Director of Business Development, Proteus: Mr. Dalton has 10 years’ experience in sales and marketing management as well as extensive experience building profitable business strategies. As Proteus’ Director of Business Development, his responsibilities include formulating market strategies, developing and managing strategic relationships with partners and clients, and providing active management of ongoing sales opportunities. Mr. Dalton has been focused on the development of Proteus’ wireless and interactive television practices developing strategic partnerships and educating clients on how to harness the power of these emerging mediums. Prior to joining Proteus, Mr. Dalton was Sales and Marketing Manager for Open Learning Center, Inc. an outsourced division of the Santa Cruz Operation (SCO), a $170 million producer of Intel-based Unix operating systems. During his tenure at OLC, the company’s revenues increased 70% and numerous long term, profitable relationships were formed with Fortune 500 companies such as IBM, Intel and Unisys. Mr. Dalton was also European Sales and Marketing Manager for Vetta Sports based in Switzerland. In that role he was responsible for managing European distribution and global athletic sponsorships. Mr. Dalton holds an MBA from the Graduate School of Management at the University of California, Irvine and a BSBA in Business Administration from The American University. Keith Ferrazzi, CEO and President, YaYa Media, Inc.: Once the youngest chief marketing officer for a Fortune 500 company (Starwood Hotels and Resorts Worldwide), Keith Ferrazzi recently gave up this title at the largest hotel chain in the world to pursue advergaming. Early in 2000, the game-based marketing company YaYa was formed to marry games and marketing--games as commercials and ads as games. Recalling his first day as the new CEO of YaYa in November 2000, Ferrazzi said, "My coworkers had names like Perm and Stinky, more piercings than I've ever seen, hair colors like you can't imagine... It was the most exciting day of my life." After graduating from Yale, he joined Imperial Chemical Industries, where he was the first non-engineer hired into the company's management program. Ferrazzi founded a consulting firm while attending Harvard Business School. In 1992, Deloitte Consulting hired him as a marketing/sales consultant and within four years he was Chief Marketing Officer. In 1999, he moved to Starwood for his stint as Chief Marketing Office, where he was credited with a series of highly successful branding campaigns and beginning the organizations successful focus on driving marketing from broadcast marketing to one-to-one marketing. Ferrazzi aspires to reveal to the world an entirely new medium for communications and learning--games. Unlike print or broadcast, people will discover, learn, share, and buy in a virtual environment. As entertainment has become an enormous sales and marketing tool for consumer products and brands, games will redefine the ability to drive sales in the world of on-line commerce. People will have fun learning and will willingly pass along marketing messages to their friends. This shift empowers consumers to take part in the sales chain, bringing "first hand" endorsement to the marketplace. In 1997, Crain's Business picked Ferrazzi as one of the 40 Top Business Leaders Under 40. The World Economic Forum named him a Global Leader of Tomorrow in 1999. Ferrazzi was named one of the most creative individuals in the United States in Richard Wurman’s 2001 "Who’s Really Who". He is a frequent commentator on CNN and CNBC, and has authored numerous pieces for business publications like the Wall Street Journal and the Harvard Business Review. Joseph Varet manages sales, marketing, and game production for The Groove Alliance, a Los Angeles-based firm that develops the 3D Groove™ videogame broadcasting platform and is a leading publisher of branded "advergames" for clients including Cartoon Network, Mazda, Michelob, M&Ms, Nickelodeon, Pepsi, Pringles, RadioShack, and Warner Bros. 3D Groove delivers console-quality videogames to any Windows or Macintosh computer -- regardless of bandwidth, and with no 3D hardware required. Previously Joseph was Vice President of Corporate Development for KPE, a digital agency for the media and entertainment industry that prior to its acquisition by AGENCY.COM employed more than 300 professionals in New York, Los Angeles, and London. He directed KPE’s strategic planning and partnerships, co-managed the firm’s venture investments, and led strategic advisory projects for clients such as Beauty.com, Blue Magazine, Carsey-Werner-Mandabach, ESSENCE, IMAX, and Ralph Lauren. Prior to KPE, Joseph worked in Fox Television’s business development group, where he evaluated strategic and financial opportunities for Fox’s television, Internet, and broadband businesses. He received a Bachelor of Arts degree magna cum laude from Harvard College. Jason Yim, founder, President & Creative Director, Media Revolution: Jason Yim founded interactive marketing company Media Revolution in 1996 and has successfully guided the company ever since. As President & Creative Director, Yim is an expert in the fusion of interactive entertainment experiences with hard marketing initiatives, international commerce and technical design. He is one of the most established leaders in the interactive marketing space, having developed groundbreaking campaigns for numerous Hollywood film studios and some of the industry’s largest consumer brands, including Nestlé Butterfinger and the Honda Rider’s Club of America. In fact, Yim’s intuitive sense of upcoming trends led him to create, design and direct award-winning advergame campaigns for movie studios and home video releases back in 1995, long before the industry recognized them as effective marketing tools and before Netscape even existed. Yim’s drive to stay ahead of the curve and provide clients with exceptional 24/7 service prompted him to develop dedicated offshore production facilities in China, and over 80% of Media Revolution’s production needs are now handled there. Under Yim’s leadership, Media Revolution’s brand marketing solutions incorporate many of the most powerful trends in business and marketing today, such as branded entertainment, cross-media closed-loop promotions, offline integration, virality and infiltration, scalable marketing data platforms, and international product introduction. In addition to his creative vision and corporate leadership, Yim has been recognized for his technical acuity by Cannes Lion, Clio Interactive, Communication Arts, International Web Page Awards and The One Show Awards. Yim has taught at UCLA’s Graduate Film School and has guest-lectured at UCI, Cal State Long Beach and the California Institute of the Arts, and is a frequent contributor to media, panels and conferences. At his young age, Yim has established himself as the visionary of the field, able to combine extraordinary technological capabilities with a keen marketing sense and the ability to develop a network on a global scale. Media Revolution is an award-winning leader in the creation of interactive entertainment marketing experiences that deliver measurable results and close the loop between online marketing and offline initiatives. Through the development of immersive rich-media, multi-platform advergames, video and animation content, Media Revolution drives marketing campaigns to targeted demographic audiences, builds brand equity and ensures ROI. Strong business operations in the Asian marketplace drive the agency’s global capabilities and 24/7 production, resulting in superior time-to-market, world-class products and reduced costs. Media Revolution’s clients include the California State Anti-Smoking Campaign, Columbia TriStar, DirecTV, DreamWorks SKG, Honda, Hyundai, Kyocera, Lucent Technologies, Nestlé, Nissan Motors, Paramount Pictures and Sony Pictures Digital Entertainment, Wynn Resorts, and the U.S. Air Force. Joyce A. Schwarz is an author/speaker/consultant and one of the leaders in the emerging entertainment and media arena. She heads JCOM, a new product launch and branding consulting firm located in Marina Del Rey, California. Joyce has created marketing and advertising campaigns for more than 100 consumer and B2B technologies and products ranging from emusic.com to projects for Philips, France Telecom & AT&T. She combines more than 20 years experience in advertising and marketing for international ad agencies such as Foote Cone & Belding with a masters degree in film from USC and extensive production experience in film, television, video and interactive. She wrote "Reinventing Hollywood" for the NAB in 1992 and then co-wrote "Multimedia: Gateway to the Next Millennium" in 1993, "How to Break Into the New Hollywood" in 1995. Her latest book is "Cutting the Cord: Guide to Going Wireless" Que Publishing, June 2002. Schwarz is well known as a business writer and colu! mnist for more than 150 articles in such publications as: Business 2.0, Conferenza, Digitrends.net, 'Christian Science Monitor", 'Sales and Marketing' (SAM), LA Times and more. She was the chair and organizer for the first Paris, France Internet/ITV conference from 1995-1997, Digital Day LA , 1993-1996 and is a popular keynote speaker at such conferences as the Invention Convention and the San Diego Computer Fair. She specializes in developing partnerships and alliances for emerging entertainment and new technologies.