9:00 AM - 10:15 AM
Track IV:
Branded Media Marketing - TV, Film, Wireless, Music and Broadband – Reinventing the Commerce & Media Model
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
Maria Thomas, Vice President and General Manager, NPR Online
Brian J. Murphy, CEO, Fearless Entertainment
Sarah Nettinga, Director, Film, Television and Music Entertainment, NASCAR
Steven Yee, Vice President and General Manager, AOL Movies and Moviefone, America Online, Inc.
Neil McGinness, Vice President, National Lampoon
Scott Moore, General Manager, MSN Network Experience, Microsoft Corporation
Linda A. Goldstein, Advertising, Marketing & Media, Partner, Manatt, Phelps & Phillips, LLP, Moderator
Steven Yee, Vice President and General Manager, AOL Movies and Mo
viefone, America Online, Inc.: As Vice President and General Manager of AOL Movies, Steven Yee is responsible for all day-to-day programming and business strategy for AOL Movies, which includes movies programming on both the AOL service and Moviefone. Mr. Yee leads the AOL Movies programming team in developing compelling movie programming and new franchises for moviegoers. In addition, Mr. Yee works with AOL's Interactive Marketing team to help create marketing solutions for movie studio advertising partners who wish to reach the U.S. vast movie-going audience. Previously, Mr. Yee was Vice President of Marketing for America Online's Web Properties Group, which includes Netscape, CompuServe, AOL Instant Messenger ™, ICQ, MapQuest and Moviefone. Before coming to America Online, Mr. Yee held the position of Managing Director of The Accelerator Group in New York, where his advisory work with portfolio companies involved branding and strategic marketing, customer acquisition and retention, and development of sales strategies and infrastructures. Mr. Yee also served as Vice President of Marketing for Sony Online Entertainment Inc., where he launched the online entertainment network, The Stations@sony.com. He also led marketing efforts for Sony's IMAX film initiatives for the Sony New Technologies division, the precursor to what is now known as Sony Online Entertainment.Scott Moore, General Manager, MSN Network Experience, Microsoft Co
rporation: Scott Moore is general manager of the MSN Network Experience team. This group is composed of five publishing teams: MSN Channels, Web technology, MSNBC.com, Slate.com, and MSN video. In this capacity, he manages editorial, design and product development of seventeen channels and the home page of MSN. Moore also serves on the board of directors for the Online Publishers Association, an industry trade organization dedicated to representing high-quality online publishers before the advertising community, the press, the government and the public. Moore formerly served as general manager of MSN News and Information and president of MSNBC on the Internet. MSN News and Information includes MSNBC.com, the leading Internet general news site; Slate, the number one Internet magazine; and MSN Video a new consumer broadband service launched with MSN 9. Moore holds a master’s degree in business administration from the University of Washington and a b.a. in visual and environmental studies from Harvard University. Married with two children, Moore lives in Seattle and is an avid photographer, skier, backpacker and white water rafter. Brian J. Murphy, CEO, Fearless Entertainment: With more than 30 y
ears of entertainment, music, and marketing industry experience, Brian Murphy operates Fearless Entertainment with creative vision and sound business acumen, delivering compelling programs that align brands, bands, and fans. Using the powerful impact of music, Murphy creates live events, broadcast programming, and branded entertainment initiatives that facilitate communication between client brands and target audiences. "Brands are competing in a critical and changing environment and the stakes are high. In order to make an impact, brands have to be willing to take risks and fully appreciate the tremendous value of entertainment cross promotion." Prior to launching Fearless Entertainment, Murphy served for more than a decade as Executive Vice President / General Manager of Warner Custom Music and, before that, as Managing Partner of Warner/Avalon for Time Warner Entertainment. From developing the largest ticketed rock music event in the United States, "Rockfest" in 1997, to producing the "Goodwill Games Opening & Closing Ceremonies" in 1998, to developing and producing MTV's "Hard Rock Live" concert broadcast series in 2003/2004, Murphy has built a solid reputation for delivering successful branded entertainment programs for a broad and diverse client roster.Sarah Nettinga is director, film, television and music entertainment, NAS
CAR Digital Entertainment. In this position, she has solidified the NASCAR brand and favorably positioned its value in the entertainment industry. Nettinga develops original film and television concepts for NASCAR and connects the sport to the music industry as part of NASCAR’s commitment to continued audience growth and an expanded reach into mainstream entertainment pop culture. She oversees Motor Music’s partnership with Cherry Lane Music Publishing and has worked closely with the company to develop NASCAR’s first theme song "Thunder." This fall, she brought Walt Disney Pictures and the Lindsay Lohan-starring Herbie: Fully Loaded feature film to NASCAR, creating unique mainstream exposure for the sport, NASCAR NEXTEL Cup Series drivers Jeff Gordon, Jimmie Johnson and Rusty Wallace, among others, and California Speedway, where key scenes for the film were shot in early September 2004. Nettinga ushered in the record-breaking March 12, 2004, launch of NASCAR’s first IMAX film, NASCAR 3D: The IMAX Experience, the FX primetime television series that goes behind-the-scenes in the lives of ten NASCAR drivers, NASCAR Drivers: 360, Outdoor Life Network’s upcoming series NASCAR Outdoors, and the establishment of NASCAR’s exclusive agreement with Britney Spears’ production company to develop and produce a dramatic NASCAR feature film. Nettinga has established on-going creative relationships on NASCAR’s behalf with television partners such as FX, TNT, Animal Planet, Discovery Networks, Outdoor Life Network, and MTV Networks. She has shepherded partnerships with King World and Columbia TriStar Television to produce two seasons of Wheel of Fortune’s NASCAR Week and the debut of NASCAR Week on Pyramid. Also under her guidance, NASCAR teamed up with Tribune Entertainment for a NASCAR-themed Family Feud week. Her liaisons in the entertainment business make her an asset to track representatives in the sport who regularly brings in celebrity talent to sing the national anthem and appear in other official capacities at NASCAR events A wide variety of talent, from personalities Carmen Electra, Arnold Schwarzenegger and Tony Hawk to musicians such as Sheryl Crow, Lenny Kravitz and LeAnn Rimes have surfaced as NASCAR fans as a result. Her background in the entertainment industry includes programming and advertising for motion picture studios Warner Bros. and Sony, as well as experience working for and with major television stations. A Magna Cum Laude graduate of the California State University, Los Angeles, Nettinga holds a bachelor’s degree in radio and television broadcasting. She lives in the Hollywood Hills with her husband Myron Nettinga, an Academy Award-winning re-recording sound mixer.Neil McGinness, is Vice President for National Lampoon, known worldw
ide as a leading film and entertainment brand. At National Lampoon, McGinness develops entertainment-based strategic marketing programs through National Lampoon properties in film, television, radio, publishing, online, and on-campus through its in-dorm college cable television network. Before joining National Lampoon, Mr. McGinness spent 10 years working for Lorne Michaels' company, Broadway Video Entertainment eventually becoming Vice President for Marketing & Business Development. His clients have included Coca-Cola, MTV, Nokia, Showtime Networks, Philips Electronics, SONY, TDK, AOL and Airwalk Shoes. He holds a master's degree from NYU's Institute of Film and Television (Tisch School) and received a bachelor's degree from Georgetown UniversityMaria Thomas, Vice President, NPR Online: As vice president for NPR Online, Maria Thomas leads the talented team of writers, programmers, content developers, and designers that make possible NPR's Web site, npr.org. With 15 years of experience in high technology and finance, Maria brings to NPR a broad range of strategic business skills and expertise unique to the online environment. There couldn't be a more fitting job for her. She is an avid NPR radio listener who confesses to having an Internet addiction. Thomas joined NPR in October 2001, after more than two and one-half years with Amazon.com in Seattle, Washington. At Amazon.com, Thomas directed various Internet operations including the launch and management of Amazon.com's camera and photo store. She also developed and managed the company's partnership with Ofoto, a Kodak company engaged in the online photo services business. Maria also spent seven years as an investment officer with the World Bank's private sector arm, the International Finance Corporation (IFC), in Washington, DC. In 1995, she was awarded an Eisenhower Exchange Fellowship to study the limitations to financing small- and medium-sized enterprises in Argentina. In 1997, Ms. Thomas made the institution's first investment in a private company in the former Soviet Republic of Georgia. Her career at the IFC culminated with an appointment to the position of special assistant to the CEO of the IFC. Ms. Thomas began her career on Wall Street where she spent five years in corporate and project finance with Kidder, Peabody & Company, Incorporated. Thomas holds a M.B.A. degree from the J.L. Kellogg Graduate School of Management at Northwestern University and a B.S. in accounting from Boston University. She passed the CPA exam in Massachusetts. Thomas lives in Washington D.C.
Linda A. Goldstein, Advertising, Marketing & Media, Partner, Manatt, Phelps & Phillips, LLP: Ms. Goldstein represents clients in every sector of the advertising and marketing industry in advertising, intellectual property, and Internet matters and is a nationally-recognized expert in several distinct industry segments, including: Promotions: Ms. Goldstein regularly counsels marketers on how to structure sweepstakes, games and contests and is Chair Emeritus and head of the Government and Legal Affairs Committee of the Promotion Marketing Association. As such, she represents the industry on legal and legislative matters relating to these highly-regulated programs, has developed public policy positions on a wide variety of marketing issues, and has helped to secure legislative and regulatory changes favorable to the industry. Most recently, Ms. Goldstein testified before the National Association of Attorneys General Subcommittee on Sweepstakes Promotion, announcing the adoption of "Elements of Sweepstakes Legislation" by the Promotion Marketing Association, Direct Marketing Association and Magazine Publishers of America. She is a frequent writer and media commentator on the subject of promotion marketing. The Internet: A substantial portion of Ms. Goldstein’s work involves advising clients on how to minimize the legal risks of marketing on the Internet. She has actively participated in hearings conducted by the Federal Trade Commission on the role of government in regulatory cyberspace. Direct Response: Ms. Goldstein's expertise also focuses on representing individuals and companies doing business in the infomercial and home shopping industries. She is a legal columnist for Retailing.org the magazine for the Electronic Retailing Association. She is Chairman of the Board of the Electronic Retailing Association and regularly participates as a speaker at ERA conferences and legal workshops. Telemarketing: Ms. Goldstein is an expert in telemarketing law and represents leading direct mail marketers on state and federal legal compliance matters and in connection with complex multistate regulatory investigations.