Wednesday, March 30 3:45 PM - 5:00 PM Track II: 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 take shape. 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, which 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. Joy Marcus, Senior Vice President, Time Warner Global Marketing Shawn McMichael, Group Product Manager, MSN Games Ridgway H. Hall, Chief Strategy Officer,The Advertising Research Foundation Brian McAndrews, President and Chief Executive Officer, aQuantive, Inc. Chris Pizzurro, Vice President of Multimedia Marketing, Turner Broadcasting System, Inc. Carrie Himelfarb, Vice-President, Mobile Marketing, Vindigo, Moderator Shawn McMichael, Group Product Manger, MSN Games: As group product manger for MSN Games (www.games.msn.com), Shawn McMichael is responsible for all aspects of sales generation including advertising, sponsorships and demand generation for downloadable content. Since joining MSN Games two years ago, McMichael has driven the strategic planning for "revenue infrastructure" (planning ad products and sales tools; creating sponsorship packages) and "revenue generation" (securing new advertising/sponsorship partners). During his ten-year tenure at Microsoft, McMichael has worked as the group manager for Microsoft’s Direct Acquisition group where he was responsible for all MSN direct strategic planning, budgeting and implementation of acquisitions and growth strategies through direct response marketing. He also served as product planner for MSN 8 where he successfully drove premium services development such as "MSN Extra Storage" and MSN 8 Internet software as well as group marketing manager for Microsoft’s mobile devices division. McMichael has a bachelor’s degree in organizational communications from San Francisco State University. Joy Marcus is Senior Vice President, Time Warner Global Marketing. Time Warner Global Marketing provides customized, idea - driven programs to marketing partners by capitalizing on the breadth of Time Warner's powerful worldwide media and entertainment assets. Its mission is to increase the growth of advertising and marketing revenue across all of Time Warner's businesses. Joy joined Time Warner from Barnes & Noble.com, where she was on the management team that took the company public in 1999. She was in charge of the affiliate marketing team and of negotiating and implementing key online media partnerships with companies such as Yahoo! and MSN. She also headed up the strategic planning function for the company, responsible for recommending and prioritizing product launches. Joy began her media career at MTV Networks, a division of Viacom. Beginning as in-house counsel, Joy moved to the international business development team. As Vice President, International Business Development for the MTV:Music Television channel, she negotiated joint ventures, investments and program licensing arrangements in Asia, Brazil, Russia and Africa and assisted in the launch of MTV channels in those territories. Joy began her career as a mergers & acquisitions lawyer at Debevoise & Plimpton, after serving as a judicial law clerk for the US District Court for the Southern District of New York. She is a Phi Beta Kappa, magna cum laude graduate of Princeton University and earned her law degree at New York University School of Law where she earned the prize of "Best Orator" in the Moot Court competition. She lives in Manhattan with her husband and two children. She is on the Board of Directors of the Film Forum. Ridgway "Taddy" H. Hall is the Chief Strategy Officer for the Advertising Research Foundation (ARF). He is a recognized authority in the fields of Innovation and Strategy and has held senior management positions in US and Latin American companies in both private equity investment firms and operational companies. Prior to joining the ARF, Taddy collaborated with Harvard Business School Professor and innovation authority, Clayton M. Christensen, on the publication of The Innovator’s Solution, (sequel to The Innovator’s Dilemma) as well as on the growth of a related consulting practice. Taddy’s additional experience includes managing the successful growth of database marketer, WebMiner; directing international operations for Latin America’s largest independent search engine, Guby Network; launching the highly successful Internet Business Services Division for the nation’s largest specialty autoparts distributor, Keystone Automotive; and from 1994 to 1997 Taddy lived in Santiago, Chile where he worked as CEO of Au Bon Pain, Chile. In addition to his operating experience, Taddy has 5-years of private equity investing experience with Advent International, working in the Boston headquarters (1989-1992) and Buenos Aires (1997-1999). Taddy holds a Bachelor of Arts Degree from Yale University and an MBA from Harvard University. At Harvard Taddy worked in an independent researcher position with Competitive Strategy authority, Professor Michael. E. Porter, to develop and implement strategies for competitive inner city economies. Chris Pizzurro is vice president of multimedia marketing for Turner Broadcasting System, Inc.’s national advertising sales division. Pizzurro, who is part of the division’s market strategy department, is responsible for developing and implementing national advertising sales components for TBS, Inc.’s enhanced and interactive television initiatives. He is based in New York and reports to Barry Fischer, executive vice president of market strategy. In his current position, Pizzurro develops and directs the strategic multimedia marketing efforts in support of the entire portfolio of TBS, Inc. networks, including entertainment leaders TNT, TBS and Cartoon Network as well news giants CNN and CNN Headline News. In 2001, Pizzurro was tapped to develop the company’s advertising sales efforts on behalf of its enhanced and interactive television offerings. He serves as liaison to advertising agencies, investors and consumers as well as to cable and satellite operators, introducing the company’s new media products, part of the ongoing innovation that is synonymous with TBS, Inc. Pizzurro also contributes to such projects as the company’s Media at the Millennium“, a multi-phase research mechanism that provides new insight into national television media buying. The evolution of this research contributed to the unprecedented success Turner Entertainment Sales enjoyed in the upfront sales season of 2004. Throughout his tenure, Pizzurro has also been instrumental in supporting the division’s presidents and working with senior executives to develop initiatives and efforts for national sales as well as the company’s distribution arm, Turner Network Sales. In addition, Pizzurro also contributed to sales and marketing of the naming rights for the Atlanta-based Philips Arena. Pizzurro joined TBS, Inc. in 1996 as director of multimedia marketing in the sports division, for which he was charged with developing interactive sales presentations for the Goodwill Games. These efforts led to his promotion to vice president in 1998. Turner Broadcasting benefited from Pizzurro’s abilities even before he joined the company. As the founder of Vision Media, an interactive multimedia production company, Pizzurro counted TBS, Inc. among his many clients, which also included other major outlets such as IBM and Rainbow Networks. As the company’s creative director, Pizzurro worked on re-branding efforts for SportsChannel and affiliate marketing for Bravo. A leader in the content industry’s effort to establish production standards for creating interactive content, Pizzurro is an active member of the iTV Production Standards Initiative Advisory Board. He is also a member of the Cable Advertising Bureau On Demand Advisory Board as well as a member of Innovation in Digital Advertising (ID!A). Pizzurro earned a bachelor of fine arts from Syracuse University. Brian McAndrews, President and Chief Executive Officer, aQuantive, Inc.: Brian McAndrews has served as our president and chief executive officer since 1999. Named by Advertising Age as one of the top 20 players in the interactive advertising space, he brings more than 20 years of strategic management and marketing experience to aQuantive, Inc. McAndrews is responsible for developing the long-term strategic vision and overseeing the day-to-day operations of the company. The company has reached many significant milestones under McAndrews’ direction, including its initial public offering in 2000, the launch of the Atlas DMT advertising technology division in 2001, the acquisition of i-FRONTIER in 2002, aQuantive’s achievement of profitability for the first time in the fourth quarter of 2002, the acquisitions of GO TOAST and NetConversions in late 2003 and early 2004 and, most recently the acquisition of Razorfish. Under McAndrews’ leadership, aQuantive was named the fastest-growing technology company in the state of Washington for the five years ending in 2003. In addition, aQuantive, Inc. has led the industry in numerous innovations, including development of the first-ever tools to predict brand metrics for online campaigns and to accurately measure the offline impact of online advertising. Prior to joining aQuantive, Inc., McAndrews worked for ABC, Inc. for nine years (1990-1999), holding executive positions at ABC Sports, ABC Entertainment and the ABC Television Network. As executive vice president and general manager of ABC Sports, McAndrews was responsible for the first enhanced television program that simulcast live Internet content with the network broadcast. He also launched College Football's Bowl Championship Series, which included the creation of the series website. As vice president of ABC Entertainment, McAndrews helped lead ABC to first place in both household and key demographic ratings in the mid 90’s. From 1984 to 1989, McAndrews worked in product management for General Mills, a leading consumer products manufacturer. He holds an MBA from Stanford University and a BA from Harvard University. McAndrews also serves on the Board of Directors of Blue Nile, Inc. Carrie Himelfarb, VP of Mobile Marketing, Vindigo: Carrie Himelfarb is a veteran of the New York new media advertising community. She joined Vindigo Studios as the Vice president of Sales where her management responsibilities include overseeing all of Vindigo Studio's advertising and m-commerce sales operations. Prior to joining Vindigo Studios, Carrie served as Vice President of Sales at sixdegrees where she was responsible for the worldwide sales operations, as well as pioneering efforts in business development and e-commerce. At sixdegrees, Himelfarb's strategic direction of sales strategy helped drive a steady increase in revenue to ultimately get the company sold to Youthstream Media Networks. Before joining sixdegrees, Himelfarb served as the Global Accounts Manager at Wired Digital. Her position allowed her to pioneer the sale of millions in revenue and lead major consumer and business accounts such as IBM, Barnes and Noble and Sony to try the internet as an advertising medium. She started her sales career at Qwest Communications (formerly US West) where she held various sales positions to help them monetize their technology and database products. Carrie is a member of the MMA and NYNMA and sits on a variety of panels and has reviewed web sites for Fox TV. Carrie has a Bachelor's of Science degree from the Arizona State University.