Wednesday, February 9 11:00 AM - 12:15 PM Session A: 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. Mark Sitley, Executive Creative Director, Euro RSCG Rob Buchner, Chief Marketing Officer, Fallon Worldwide Bob Flood, EVP, Director, National Electronic Media, Optimedia International James A. Warner, Executive Vice President, Avenue A | Razorfish Albie Hecht, President, Spike TV Craig Emanuel, Co-Managing Partner, National Entertainment Section, Loeb & Loeb LLP, Moderator Rob Buchner, Chief Marketing Officer, Fallon Worldwide: Rob has guided strategy and brand development for a diverse client list during his 15 years at Fallon. He entered the advertising field in 1984 at DDB Needham/Chicago and later with Campbell-Mithun/Minneapolis. Rob presently heads Fallon Interactive. The commercial success of BMW Films has provided the impetus for Fallon to pursue other branded entertainment and cross-media programming. Rob leads all content development on behalf of Fallon clients. Rob was also instrumental in laying out Fallon's global expansion and recruiting founding partners in Singapore, Hong Kong and São Paulo. His portfolio of branding experience includes: Amoco, Anheuser-Busch, Black & Decker, Brunswick, BMW, Coca-Cola, EDS, General Mills, Jim Beam Brands, Kimberly-Clark, Mercury Marine, Northwest Airlines, Norwest Corporation, Nuveen Investments, Nestlé-Purina, Porsche, United Airlines, USGA and Weyerhaeuser. Rob has a bachelor's degree in marketing from the University of Illinois Champaign. Away from work, Rob tries to keep pace with the athletic endeavors of his three boys-unwise as that may be. CRAIG A. EMANUEL is co-managing partner of Loeb & Loeb's National Entertainment Section. Mr. Emanuel’s principal practice area is entertainment law involving representation of writers, directors, actors and producers in all aspects of motion picture and television transactions both at the studio and independent level. Mr. Emanuel’s talent clients include Iain Softley, Michael Winterbottom, Peter Chelsom, Russell Mulcahy, Alex Proyas, Gary Scott Thompson, Gary Oldman, Robert Rodriguez, Ryan Murphy, Leelee Sobieski, Elijah Wood, Vanessa Marcil, Tony Gilroy and Paul Hogan. His producer clients include Bobby Newmyer, Jeff Silver, and Don Murphy. He has also been involved in the structuring of a large number of independent films on behalf of both talent and producer clients. Mr. Emanuel’s clients also include advertisers and other media clients which he counsels on a variety of issues and transactions ranging from sponsorship agreements, media and celebrity placement agreements, and matters related to branded entertainment. James A. Warner, Executive Vice President, Avenue A | Razorfish: Jim brings extensive experience in the media and new media industries to Avenue A | Razorfish. He has led large media organizations and has served as a strategic advisor in the Internet arena. During eight years at CBS, Jim served as president of the CBS Television Network and president of the CBS Enterprises Division. He was also president of the Primedia Magazine Group, where he was responsible for more than 200 consumer, business and special interest publications. Prior to working at CBS, Jim was vice president at HBO and held positions in the programming, business development and international areas. Jim is a graduate of Yale College and Harvard Business School. Bob Flood, EVP, Director of National Electronic Media, Optimedia International (U.S.): Bob has over 20 years agency National TV buying experience and oversees a team of negotiators and the development of media/marketing extensions, including program sponsorships, product integration and ROI metrics. Bob played an instrumental role in developing the media architecture for the noted BMW Films project, for which Optimedia won the Titanium Lion for Innovation in Media at the Cannes International Advertising Festival. Bob founded the Emerging Technology Division at Optimedia in response to the growing need to differentiate and break through commercial clutter and extend clients’ media investments using new technologies such as VOD, PVR’s, Interactive TV and Broadband applications . This increased focus on targetability, interactivity and accountability has positioned Optimedia as a leader in creative media development using cutting edge media strategies. Bob directs all National Electronic Media buying for Optimedia International (U.S.) for clients such as BMW, T-Mobile, Garnier, Dreyfus, Fujifilm, New York Life, Terminix, British Airways, Citizen, Whirlpool, Zales, Denny’s and Sanofi-Aventis. Mark Sitley, Partner & Executive Creative Director of Production, Euro RSCG, Worldwide: With over 20 years of industry experience, Mark is one of advertising’s foremost production executives. As the chief force behind all production departments at Euro RSCG, Mark has played a critical role in some of the agency’s most recent wins, including Charles Schwab and Dos Equis. Before joining Euro in 2003, Mark was Director of Production, North America at Fallon Worldwide. While with Fallon, he produced BMW Films, the internet short-film series of BMW North America, one of the most honored campaigns in advertising history. His work on behalf of PBS was honored with 2 Emmy Awards for Best Commercial of the Year. Prior to that, Mark was a freelance director and production consultant to several New York agencies including J. Walter Thompson, Chiat/Day, Weiss Whitten, Ryan Drossman, as well as CAA in Los Angeles and Dentsu in Tokyo. As a commercial director, he produced ads for American Express, Coca-Cola, Kraft, and Procter & Gamble, among others. A graduate of Georgetown University in Washington, D.C., Mark spends his precious free time with his wife, Mary and daughter, Anna Rose.