Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2009 Wednesday, January 7th 2:30 PM - 3:30 PM Track I- RA4 – Reinventing Advertising Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Greg Johnson, Partner and President, Brands and Agencies, Agency 3.0 Rich Stoddart, President, Leo Burnett and Arc North America Richard Whittington, Partner, Media & Entertainment, IBM Troy Young, CMO, VideoEgg David Keefe, Global Director, Media & Entertainment, Siegel+Gale David Verklin, CEO, Canoe Ventures Doug Scott, President, OgilvyEntertainment, Moderator Rich Stoddart, President, Leo Burnett and Arc North America: As president of North America, Rich Stoddart is at the helm of Leo Burnett Worldwide’s highest priority region, spanning 2,000 employees across the U.S., Canada and Mexico. Rich is charged with driving growth and innovation across Leo Burnett and sister marketing services agency Arc to enable the delivery of seamless, cross-platform ideas to better meet evolving client needs. The recent alignment of both agencies under his leadership brings the complementary brand and transactional strengths of Burnett and Arc together to help clients simultaneously build a quality reputation for the long haul and generate sales for the immediate present. Before taking on this role in January of 2007, Rich served as president of Leo Burnett USA (Chicago) for two years, helping return the flagship agency to growth, strengthen its leadership team and deliver unparalleled ROI for clients such as Allstate, Kellogg and McDonald’s, winning more EFFIE Awards for effective advertising than any other U.S. agency six years running. Recruited from Dartmouth College with a B.A. in American Government, Rich began his career at Burnett in 1985 working on the Hewlett-Packard account as a media buyer/planner. He then transitioned to account management, rising through the ranks over the next ten years to become account director. Rich joined sister Publicis Groupe agency Fallon in 1995 as a member of its Minneapolis management team at the time when the agency earned Agency of the Year honors from both Adweek and Advertising Age. Six years later in 2001, Rich took his creative problem-solving skills to the client side of the business, joining Ford Motor Company as manager of marketing communications. There he oversaw such high-profile initiatives as Ford’s “Built for the Road Ahead” campaign, major expansion of its digital and CRM marketing efforts and brand integration partnerships with "American Idol," "24" and "Extreme Makeover: Home Edition.” He also managed Ford’s agency relationships and monitored an annual budget of upwards of $800 million. While at Ford, Rich was a recipient of the prestigious American Advertising Federation "Hall of Fame" Achievement Award, recognizing ad professionals under the age of 40 who have demonstrated outstanding career achievements. David Verklin, CEO, Canoe Ventures: David Verklin serves as CEO of Canoe Ventures, LLC– a partnership between the nation’s top cable operators including Comcast, Time Warner, Cox, Bright House, Cablevision and Charter – launched in 2008 to make cable advertising easier to buy, use and measure. Under David’s leadership, Canoe is developing addressable, interactive and data products that will enhance advertising, making it more impactful for marketers and changing the way viewers watch television. David is a recognized leader in the media industry. Prior to joining Canoe Ventures, David was CEO of Aegis Media Americas, one of the fastest growing companies in the industry with capitalized media billings approaching $7 billion annually. He was at the forefront of revolutionary changes, including the unbundling of the media services agency and creating a 360 degree service offering for media agency clients. In 2007, David reinvented the agency model by integrating on and offline marketing services with the merger of Carat Fusion and Carat USA into one operating company resulting in the largest fully integrated on/offline agency in the world. David currently sits on the Board of the American Advertising Federation and the Ad Council, and is a Director-at-Large for the American Association of Advertising Agencies. Additionally, he serves on the Board for the New York Multiple Sclerosis Society and the Board of Advisors for The Power of Peace. David has also been honored with the UJA Federation’s Global Leadership Award for his professional and philanthropic achievements. Previously, he served as Media Jury President at the Cannes Advertising Festival, the advertising industry’s most prestigious creative awards. During his career, David has been recognized as a Mediaweek All Star, Ad Age Media Maven and was inducted in the AAF Hall of Achievement. Writing about David, Ad Age asks the question, “…is there a single other human being who has been as much of a leader, visionary, a force for change and a voice of optimism in the media and marketing industries over the last 15 years?” In 2008, David was named to Mediaweek’s “Watch List 2009.” David is one of the most frequently quoted experts on the media business in the United States. You’ll see his name often in Advertising Age, The New York Times, Business Week, The Wall Street Journal, as well as hear him as an analyst on radio and television networks, including ESPN, Fox Business and CNBC. David began his career at Young & Rubicam, New York and helped create Hal Riney & Partners in San Francisco, first serving as its Media Director and later as its Managing Director. Under his leadership, Hal Riney grew into one of the largest privately-held advertising agencies in the United States. David is a graduate of the University of Virginia. He lives with his wife and their three children in Connecticut. David’s book, “Watch This, Listen Up, Click Here” was published by John Wiley and Sons in 2007. Greg Johnson, Partner and President, Brands and Agencies, Agency 3.0: Greg Johnson is widely considered one of the leading global futurists on digital media, consumer trends and building brands in the digital age. Johnson brings over 20 years of innovation in cutting edge digital marketing campaigns to Agency 3.0, where he spearheads campaigns for consumer brands as well as marketing and advertising agencies. Known globally for his vision and leadership in the digital landscape, Johnson served as global director of digital innovation for McCann Worldgroup, the world's largest ad agency network brand. He also was a member of the Board of Directors, ensuring that the agency was able to stay at the forefront of the digital media revolution. Johnson was the founder of the Interpublic Emerging Media Lab; one of the most visionary future think tanks exploring the changing relationship of consumers, media and entertainment and brands and marketers. Johnson's earlier career highlights include President of Agency Services, President of Europe, and Chief Creative Officer at Digitas; Managing Director Asia for Poppe Tyson Interactive; and Founder and Chief Creative Officer at Magnet Interactive, an early pioneer in interactive multimedia development. Johnson is a multiple recipient of the Cannes Lion Award and has been recognized as a 'Media Maven' by Advertising Age. Troy Young, CMO, VideoEgg, Inc.: Troy Young began his work in interactive media in 1992 when he worked on the launch and management of the first newspaper-owned online service in Canada. Prior to joining VideoEgg, Troy served as EVP, chief experience officer at Organic, one of the world’s leading digital marketing agencies. Troy spent his first three years with the company building the Canada office. Prior to joining Organic, Troy was a co-founder and managing director of Vickers & Benson Direct, Interactive (now Arnold Worldwide). He is a graduate of the Queen’s University Business School. David Keefe, Global Director, Media & Entertainment, Siegel+Gale: David brings nearly 20 years of client-side marketing, research and business development experience to Siegel+Gale, a global brand consulting firm. Over the course of his career, David has worked in both the media sector at NBC, Time Warner and Liberty Media, and in packaged goods for Unilever USA. During his tenure at Siegel+Gale, David has been an integral part of building the firm's Media & Entertainment business, which today boast a client roster that includes: Comcast, CBS, Sprint, HD Radio, Time Warner Cable, Cox Communications, Cable Television Association of Marketers (CTAM), Cable Labs, The Boston Globe and more. Here, David has worked with these clients, in both a business development and consulting role, to help them navigate the difficult task of delivering their brands across converging media platforms, to multiple audiences, in a clear and compelling manner. Earlier in his career, David was the Director of Worldwide Marketing & Advertising for Liberty Media's On Command Corporation, a $400MM firm located in Silicon Valley, which provides entertainment programming, digital communications and video-on-demand technology to the hospitality industry. Prior to that, David worked at Time Warner in marketing and business development with top-of-class brands such as: People, Money, Entertainment Weekly, Time, Fortune, Life and Warner Music. He began his career in sales and marketing while at Unilever USA, working on masterbrand franchises such as Vaseline Intensive Care Lotion, Pond's Cleaners, and Mentadent. David earned his MBA from the University of North Carolina's Kenan-Flagler Business School and his BA while at Duke University, where he was also a four-year letterman on Duke's nationally ranked men's lacrosse team. He now lives in Connecticut with his wife and two daughters and enjoys coaching lacrosse, mountain biking, playing tennis and studying Tae Kwon Do. David is an active CTAM member and has spoken at organization's On Demand Forum and Rules of Engagement conferences. Doug Scott, President, OgilvyEntertainment: he has, since June 2006, been developing and producing brand funded entertainment for clients, including IBM, Cisco, Unilever and BP. Prior to joining Ogilvy, Doug was co-founder of MATTER, where he developed and produced high visibility integrated marketing programs for Sean Combs, Ford Motor Company and Blender magazine. Prior to MATTER, Doug was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic where he developed initiatives for Daimler Chrysler, Reebok, Nintendo and Toyota. In 1997, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with national media outlets. From 1995 thru 1997, Doug was President and COO of ArtView a global network of galleries, auction houses and museums where he was responsible for developing and executing strategies for e-commerce and inventory management with strategic investor, GE. Prior to ArtView, Doug worked at the Red Herring magazine where he served as Vice President of Sales & Marketing. Doug is a board member of NATPE and an advisor to Desi Hits, Treehugger, and Sogua. He holds a B.S. in Economics from University of Maryland, College Park..