10:45 AM - Noon
Session B:
Branded Media Marketing - TV, Film, Wireless, Music and Broadband
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.
Amanda Richman, VP, Account Director X-Box Live, Universal McCann
Liz Heller, founder, Buzztone
Kevin Townsend, founder, Science + Fiction
Julie Shumaker, Director of Advertising Sales, Electronic Arts
Mariana Danilovic, Managing Director, Hollywood Portfolio, LLC
Scott Randall, President, BrandGames
Josh Rose, Senior Vice President, Director of iDeutsch, Deutsch, Inc., Moderator
Julie Shumaker, Director of Sales, Electronic Arts: Julie Shumaker has served as Electronic Arts’ (EA) director of sales for online and in-game advertising since November 2001. In this capacity, Shumaker leverages experience in both broadcast and interactive entertainment in developing advertising programs for consumer marketers. Prior coming to EA, Shumaker was director of sponsorship sales for Quokka Sports and their joint venture with NBC. Shumaker introduced brand and product placement in entertainment throughout sports programming like nbcolympics.com, usopen.com and finalfour.net. These campaigns allowed marketers to engage consumers and leverage their sports sponsorships via integrated promotions on and offline. Following her four-year tenure with Quokka Sports Shumaker worked with Yahoo! Inc. She rounds out her business experience with a competitive drive stemming from 3 years of professional golf on the Asian and US tours. Shumaker holds a BA in marketing and communications from Southern Illinois University.
Amanda Richman, VP, Account Director, Universal McCann: Amanda Richm
an’s experience spans integrated marketing, entertainment and technology, both on the agency and client side. As VP, Account Director, Ms. Richman focuses on identifying emerging media and integrated marketing opportunities across the McCann-Erickson Worldgroup client roster, with a particular focus on youth brands. Ms. Richman is also responsible for leading the Xbox Live account, Microsoft’s entry to the online console gaming business – from developing the launch strategy as agency partner, to conceptualizing and executing multi-channel programs. Ms. Richman has held several development and management positions within the Worldgroup organization, from Global Director of Convergence for Zentropy Partners to Managing Director of McCann’s first interactive division, McCann Interactive. As head of their New York office, she built a profitable, full-service online agency, leading new business efforts that secured Coca-Cola, Unilever, DuPont, US Airways, and Salomon Smith Barney as key accounts. Prior to joining the McCann organization, Amanda was Director of Business Development at Time Warner Interactive, the interactive television production arm of Time Warner Cable. In this role she managed client and inter-company relationships surrounding content and applications development for the Full Service Network and Roadrunner. Her experience also spans digital business consulting for media and entertainment companies at Scient, music marketing and promotions at Track Marketing and The Majestic Theatre, and traditional advertising with Young & Rubicam. Ms. Richman holds an M.S. in Integrated Marketing Communications from Northwestern University's Medill School of Journalism.Liz Heller, founder, Buzztone: Buzztone is an agent of popular culture, ra
ising the bar for next-generation product marketing. Clients include include Fox Television, Coca-Cola, Atlantic Records, Electronic Arts, and Warner Bros. Founder Liz Heller was one of the first Hollywood executives to employ the power of previously unexplored mediums such as the Internet, music video, and DVD. The inspiration for Buzztone was drawn from extensive experience in the music and film industries. As Executive Vice President at Capitol Records Ms. Heller forged early alliances with strategic partners including Microsoft, Macromedia, Liquid Audio and Apple. As an independent film producer she produced the feature film adaptation of Jim Carroll's The Basketball Diaries, starring Leonardo DiCaprio. This followed a period at Island Visual Arts and MCA Records where she launched the music video department and executive produced over 1,200 videos for artists such as Bobby Brown, Tom Petty and New Edition.Kevin Townsend, founder, Science + Fiction: Kevin Townsend is a 19-
year veteran of the Entertainment and Advertising industries. In 2000 he founded Science + Fiction while serving as the Global Head of Convergence for Rare Medium and has been of the pioneering evangelists in the Branded Programming and Interactive Communications industries. Most recently a visible and sought-after expert on the convergence of the entertainment and advertising worlds, he spent most of the 1990's as a key member of George Lucas's management team at Industrial Light + Magic and ILM's parent company, Lucas Digital. At ILM he grew the commercial division into one of the most prolific production companies in the world while managing an almost 400% growth in revenue. Expanding its offerings to include Live Action, Visual Effects, and Post Production all under one roof, Kevin pioneered a production methodology that is now commonplace throughout the industry. In addition, he created a division of ILM Commercial Productions dedicated to the growing need to help existing ILM clients migrate into the convergence media realm. Prior to joining Lucas Digital, he had a ten-year career as an independent producer. With clients as varied as Coca-Cola, Steven Spielberg, or Megadeth, his career has touched on all aspects of film making, from feature film & television to music videos to commercials. Kevin has worked on six out of the seven continents and produced in some of the most exotic and remote locales in the world. A multiple Clio, MTV Music, AICP/Moma, Cannes Lion, and Emmy nominee/winner, he has been associated with some of the most successful entertainment - advertising - brand building exercises in recent memory. A Master Rank Skydiver, former Guardian Angel and student of American history and film, he is a father of two, and lives in Marin county California.Scott Randall is the President of BrandGames in New York City. BrandGam
es is a youth marketing company that pioneered branded videogames as a platform in 1995. The same year American Home Products ran the first national 'advergaming' campaign in support of Chef Boyardee. Scott is an innovator and thought leader on entertainment marketing strategies, and consults General Motors, Kellogg's, Taco Bell, GAP, Reebok, General Mills, and other marketers on re-aligning their marketing strategies for today's generation of 'digital' consumers. Scott speaks regularly at marketing conferences in the U.S. and abroad and has been a featured guest writer in in AdWeek, Brand Marketing Magazine, DigiTrends and other leading industry publications on the subject of digital marketing strategies and integrated digital marketing programs. He has won design awards from the Association of Graphic Arts, Art Direction Magazine, the Interactive One Show, the Adweek Technology Marketing Award and the WebAwards.Mariana Danilovic is the Managing Direoctor and founder of Hollywood Portfolio, LLC, an entert
ainment marketing and production company that focuses on selecting and developing a unique portfolio of film & TV products for optimal representation of Fortune 500 corporate brands in Hollywood. Ms. Danilovic is also a co-Founder with Mr. Randall A. Smith and co-Managing Director of Mission Malibu Ventures that focuses on LBO, turn-around, and funding of both private and public companies in digital media, technology, and medical devices areas. Ms. Danilovic serves as a Managing Director of TechSpotter, a premier venture and private equity investment marketplace founded by its President, Jack Burns, that focuses on technology, medical devices, digital media, and consumer ventures. Prior to founding Hollywood Portfolio, LLC, Mariana Danilovic was the CEO of WITI (Women in Technology International). WITI is the first and only international for profit organization dedicated solely to advancing women through access to technology, capital, and business development opportunities. WITI’s primary source of revenues is sponsorship from some of the top tier Fortune 500 companies, including Dell, Raytheon, Texas Instruments, Visa International, Ely Lily, Daimler-Chrysler, GE Capital, IBM, Intel, and many others. Prior to WITI, Ms. Danilovic was the CEO of Digital Media X LLC (DMX), which she founded in 2000. DMX provided venture, later stage private equity, and business development services to technology, TV, film, video gaming, music, and digital media and convergence companies. In 1997 Ms. Danilovic founded and directed the Digital Media Group at KPMG LLP. This practice developed numerous "cutting-edge" entertainment companies, including Market Wire, Tonos, DEN, Thirsty, Enband, mySMART, WalkThisWay, FirstLook.com, E-Poll, CatchTV, and QSTV. Intel, Cox and Hewlett-Packard are some of the strategic investors in these ventures. The practice successfully facilitated the sale of The Well to the Salon prior to its initial public offering. The companies Ms. Danilovic developed at KPMG LLP received first round institutional funding from such well-known venture capital firms as Kleiner Perkins, Sequoia Capital, Hummer-Winblad, Constellation Partners, Softbank and North Star Ventures. Prior to joining KPMG, Ms. Danilovic headed business development for Peter Guber’s Mandalay Entertainment. She was also part of the management team of the $60 million fund at Sony Pictures Entertainment that made investments in media and digital media companies worldwide. She also worked with Mike Milken’s Knowledge exchange and at the Twentieth Century Fox International Television Group. Prior to attending business school, she worked in Product Management and Mergers & Acquisitions for Transamerica and SunAmerica. Ms. Danilovic earned a Masters in Business Administration from the Anderson Graduate School of Management at UCLA and a Bachelor of Arts in Mathematics from University of California at San Diego. Ms. Danilovic served on the Board of Directors of the Zone Club, served on the Board of Directors of the California Culture Net, Board of Directors of VIC, and was a member of the former Los Angeles Mayor Riordan's Digital Coast Roundtable.Josh Rose, Senior Vice President, Director of iDeutsch, Deutsch, Inc.: As Sr. Vice President and Director of iDeutsch, Josh Rose heads up one of the smartest and most creative interactive shops in Los Angeles. iDeutsch offers fully integrated online marketing solutions to Deutsch ’s impressive roster of clients, including Coors Light, DIRECTV, Snapple, Revlon, MCI, California Cheese and JD Edwards and recently won ADWEEK ’s Interactive Agency of the Year award, for 2002. Rose has been working in interactive for 6 years, developing large-scale interactive projects and campaigns for such clients as Mitsubishi Motors, Sprint, Chase Manhattan, Visa, Public Storage, Sony Electronics and Peppers & Rogers, to name a few. Rose has also been on the forefront of music destinations on the Internet having developed the branding, site and software design for RioPort and Spinner as well as similar branding and development work with WherehouseMusic and The Experience Music Project. Rose has also worked as a partnerwith MTV, VH1, House of Blues, Nike.com, Ministry of Sound and Bolt to help them deliver digital audio solutions via the Web. In addition,Rose has developed sites for Alanis Morissette, Marilyn Manson, Brian Wilson and other artists. Prior to working in the interactive space, Josh spent over 3 years at The Walt Disney Company, in Buena Vista Pictures ’ Marketing department, developing promotional campaigns and tie-ins for all Touchstone, Hollywood Pictures and Walt Disney films.