Friday, April 1st 11:05 AM - 12:20 PM Track IV: Targeting the Teen Market: Games, Music, Wireless, iTV and Brand Extension In the future nothing changes and the teen market remains the primary target audience for the advertiser. The good news is that the teen market is also the first in line to embrace the new technologies and with the explosive innovation in wireless, gaming, broadband, iTV, DTV and downloading and music, a receptive marketplace and a innovative culture are developing a perfect relationship. In this session, we will begin to understand not only the size of the market, we will explore how the market multiplies in strength as it reaches across technologies, how brands can leverage themselves in the space and how the teen is not only regarded as a consumer, but with integrated data available on a nearly daily basis, the market can immediately respond to their changing needs and desires. Todd Cunningham, SVP, Brand Strategy and Planning for MTV Networks CJ Olivares, SVP and Assistant General Manager, FUEL, Fox Cable Networks Jason Bakker, Director of Marketing, Campus Media Group, Inc. Scott Leonard, President, a.d.d. marketing & advertising William Huckstein, CEO, Tag Digital Media Tena Clark, CEO/Chief Creative Officer, DMI Ankarino Lara, Director, Product CNET Games & Entertainment, Moderator CJ Olivares, SVP and Assistant General Manager, FUEL, Fox Cable Networks: Olivares heads programming and marketing for FUEL, the 24/7 action sports network launched by Fox Cable Networks on July 1, 2003. In this role, he oversees all original program development, production, scheduling and promotion, while also supervising program acquisitions. He is responsible for creating and maintaining the FUEL brand image which consists of diverse elements ranging from its signature logo iterations to on-air animated treatments to innovative series. As part of the Fox family, he also works closely with other key programming and marketing executives throughout the Fox Cable Networks and Fox Entertainment Group to create multi-dimensional marketing and cross-promotional opportunities on behalf of top action sports partners including Quiksilver, Billabong, Globe and DC Shoes, among several others. Before joining FUEL in December 2002, Olivares served as CEO of the Broadband Interactive Group (BIG), the production company responsible for "Bluetorch," and also advised Extreme Group Ltd on their own expansion across the action sports genre. He first came to Fox as director of program development and acquisition for Fox Sports Net in 1997, where he developed the current action sports franchise "Rush Hour" programming block before joining BIG in 1999. A graduate of University of California Los Angeles in political science, Olivares became editor of Triathlete Magazine in 1984, while also photographing sports, fashion and personalities for Nike, Oakley, Glamour, Sports Illustrated, Sportswear International and CNN. He became editorial director of Triathlete in 1988 and director of development for Inclyne Sports, a pioneer in packaging and producing sponsor-driven television events including ABC’s Foot Locker Slam Fest and Ride of Your Life Mountain Bike Race. He became director of operations for Fox Sports Net predecessor Prime Sports’ Event Group in 1996, supervising the creation and execution of 75 annual sports events and 150 hours of complementary television programming including the Bud Pro Surf Tour, Miller Lite AVP Volleyball, HPAC Surf Series and Steinlager Championship Rugby. A lifetime surfer, Olivares lives with his wife and three daughters in Los Angeles. Ankarino Lara, Director, GameSpot, CNET Networks, Inc.: Ankarino Lara is the director of GameSpot, the leading source for gaming information. Ankarino’s responsibilities include managing several aspects of the GameSpot product, such as design, development, editorial, and production of the Web site. Ankarino was a key player in the launches of GameSpot Community, GameSpot Basic, GameSpot Complete, GameSpot Live studio, and GameSpot News. At GameSpot, Ankarino has held several managerial positions over the years, which include Director of Operations, Director of Business Relations and Programming, and Manager of Business Relations. Prior to the CNET/ZDNET acquisition, Ankarino was a Senior Editor for ZDNet Music. Ankarino received a Bachelor of Arts from Harvard University and graduated Magna Cum Laude. Launched in 1996, GameSpot is a CNET Networks media property. GameSpot, which includes GameFAQs, Game Rankings, and GameSpot DLX, is the leading source for game information. GameSpot sites offer free access to tens of thousands of PC and video game reviews from expert editors, news stories, previews of the hottest upcoming games, game downloads, video streams, guides, and hints. GameSpot Complete, a premier subscription-based online information service, provides gamers a suite of benefits including high-speed downloads, access to high-resolution video content, printable strategy guides, game discounts, and enhanced game tracking and other personalization tools- all in a non-intrusive ad environment. William Huckstein: CEO, Tag Digital Media: As CEO of Tag Digital Media, Mr. Huckstein leads one of the nation's largest producers of promotional CDs and DVDs. Based in San Diego, Tag Digital Media is a digital media marketing firm serving the apparel, retail, hospitality and automotive industries with measurable CD and DVD direct marketing solutions. A seasoned executive, Mr. Huckstein has grown the Company's client base to include Fortune Brands such as Wal-Mart, Marvel, GM and Toyota, and has spearheaded the Company's new high-response direct marketing CDs for the teen market. Under Mr. Huckstein's leadership, Tag Digital Media now deploys multi-million disc campaigns through direct mail, magazine inserts and in-store promotions, and offers retail-ready hangtag discs that replace traditional hangtags. Prior to joining Tag Digital Media, Mr. Huckstein held the position of Senior Analyst, Custom Research Division, at J.D. Power and Associates. He designed, executed and managed proprietary customer satisfaction and branding projects for clients such as Symantec, Hewlett Packard, Neiman Marcus, and others. Mr. Huckestein brings extensive experience in marketing, and comes with a diverse international background having lived in locales such as London, Puerto Rico, Cyprus, Israel, Germany and Hawaii. Tena Clark, CEO/Chief Creative Officer, DMI: As CEO/Chief Creative Officer of DMI, Tena Clark is responsible for driving the company’s strategic direction. She brings to life the vision of using the power of music, in combination with visual and interactive content, to dimensionalize brands and empower companies to connect with target audiences. Clark has bridged music and marketing throughout her colorful career. She’s written for film and television with credits that include Where The Heart Is, Hope Floats, My Best Friend’s Wedding, French Kiss, Twins, The Five Heartbeats, CBS This Morning and Entertainment Tonight. She was commissioned in 2001 to write the theme song for NASA’s "Centennial of Flight" celebration. Clark has also penned gold and platinum-selling songs for some of the music industry’s leading artists. Most recently, Clark produced Dionne Warwick’s first Holiday CD, "My Favorite Time of the Year" as well as "Church: Songs of Soul & Inspiration," a dual music CD and CD-ROM box set featuring Maya Angelou, Toni Morrison and top African-American female artists such as Patti LaBelle, Chaka Khan, Shirley Caesar, Patti Austin, Dionne Warwick, Jennifer Holliday, Nnenna Freelon and En Vogue who embraced their musical roots and performed a collection of favorite R&B, pop, classical and gospel songs. Clark wrote the single "Way Up There" recorded by Patti LaBelle for the "Church" CD which was nominated for a Grammy in 2003. Clark’s earlier path in creating the songs for national commercial campaigns such as McDonalds ("Have You Had Your Break Today"), 7-Up and Pillsbury gave shape to DMI and its mission to be the leading developer of brand-centric marketing solutions that strategically combine the power of music with visual and interactive content. DMI clients over the past six years include some of the world’s leading consumer brands, such as Target, Toyota, General Mills, United Airlines, 7 UP, Hasbro, Betty Crocker, Johnson & Johnson, Kellogg’s, Mead Johnson, Victoria’s Secret, Proctor & Gamble, Coca-Cola and Lands’ End. Clark works closely with the DMI team of best-in-class professionals from brand marketing, the music industry, advertising agencies, film studios and technology companies. DMI, a privately held company, houses assets including Five Alarm Music, Private Label Radio, DMI Entertainment Programming, DMI Records, Disc Marketing Special Products, DM Publishing and Firehouse Recording Studios (one of the largest digital recording studios in North America). DMI is Headquartered in Pasadena, California. Scott Leonard, President, CEO, A.D.D. Marketing and Advertising: Scott is a bona fide pioneer and visionary in the non-traditional marketing arena. His recognized expertise and well-documented marketing feats began while he was orchestrating international marketing efforts for EMI Worldwide in the mid to late 80’s. Immediately after his EMI stint Scott was appointed Head of Artist Development for Virgin Records where he created the entire notion of effective "street marketing" executed through innovative field marketing teams. Seeking more assignment diversity, and looking to broaden opportunities to apply his non-traditional marketing solutions, Scott decided to go forward independently and immediately made major marketing contributions on projects such as the Sony Playstation Console, Hotwired.com and The Blair Witch Project. Soon Scott evolved A.D.D. Marketing and Advertising into a full-service marketing, advertising, and communications agency specifically geared to the integration of traditional advertising with non-traditional marketing. In existence for over a decade now, A.D.D. Advertising and Marketing works for a broad, diverse list of prestigious Clients including, NBC Sports, SONY, Nokia, Mazda, Mitsubishi, ABC Television, Lexus, Paramount Studios, MTV, Warner Music, Procter & Gamble, Nestle and others. These days, in addition to managing A.D.D., Scott can be found Wakeboarding and trying to improve upon the Venn diagram.