Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 19-22, 2009 Tuesday, October 20th SuperSessions 9:00 AM - 10:15 AM Track I: Reinventing Advertising IV 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. Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures John Lisko, Executive Communications Director, Saatchi & Saatchi LA Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company Brent Poer, Senior Vice President, Managing Director MediaVest Los Angeles Gustavo Alvarado, Group Media Director, MEC Interaction Randy Wooton, General Manager, Microsoft Advertising Doug Scott, President, OgilvyEntertainment, Moderator Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures: He is chiefly responsible for the solicitation, negotiation and oversight of the unit’s strategic partnership and equity investment activity -- focused exclusively on paradigm-changing “new media” platforms and technologies. His current role is an outgrowth of his previous work as head of Publicis Groupe Media (PGM) Ventures, and includes formal advisory and directorial positions with over three dozen start-up companies. Prior to founding the PGM Ventures practice, Hanlon was Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe Media and parent holding company Publicis Groupe, S.A. He was chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over 15 years of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY. He also served as the Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon was Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee from 2001-05, a founding member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and a founding member of the National Academy of Media Arts & Sciences (NAMAS). In 2004, he was an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been named as one of MEDIA Magazine’s “100 People to Know.” His insights into the future of media and advertising are regularly seen in major electronic, print and trade press outlets. Hanlon holds an MBA from the University of Chicago Graduate School of Business, and a BA from Georgetown University. John Lisko, Executive Communications Director, Saatchi & Saatchi LA: He and his world-class team, are at the forefront of engaging individuals at the right time and place, with the right content. John leads media communications planning, engagement marketing, digital media development and retail marketing efforts for Saatchi & Saatchi LA and its key client, Toyota Motor Sales (TMS), U.S.A. John’s team also handles media planning and buying for the state of New York’s tourism campaign, “I Love NY.” John brings a unique perspective from his role inside the agency. Proximity to the strategic planning and creative teams yields deeper, more measurable and more actionable insights. John and his team have played a key role in the development of Consumer Context Research, a proprietary methodology that goes beyond the usual when and where of media engagement to discover the why and the how. Consumer Context Research has been implemented as a key focus of creative inspiration at Saatchi & Saatchi LA and adopted by Toyota as a critical component of Consumer Insight and all Creative Development. Also under John, the agency’s media communication team recently expanded the existing Digital Team base and established new functional disciplines to provide client leadership, and innovative insights, thinking, and planning. The new Digital Innovation and Investment (DII) team maximizes insights and cross-media integration to deliver innovative thinking and optimal investment. The Return on Marketing Investment (ROMI) team leads learning on all programs to optimize engagement and establish best practices. John’s team is pioneering the use of digital media platforms and emerging technologies such as mobile and VOD as well as one-to-one marketing with events, promotions and strategic alliances. His team is also initiating groundbreaking deals with traditional media. John joined the agency from Doner Advertising in Newport Beach, California, where he spent five years as SVP and Media Director. His lead role was managing the Mazda account – and serving as liaison with Ford Motor Company and Ford Motor Media – as part of the Mazda relationship. He also worked with agency clients PacifiCare Health Care Systems, PacSun and Black & Decker Hardware brands, and was actively involved in agency new business recruitment. John previously spent eight years with Wyse Advertising in Cleveland, Ohio, where he was SVP and Media Director servicing major accounts including Applebee’s Restaurants, Sherwin Williams paints, Renaissance Hotels, American Greetings and Smucker’s. John also worked with Mercedes-Benz of North America while at McCaffrey & McCall Advertising, and Saab-Scania of North America while at Lord, Einstein, O’Neill & Partners, both in New York, NY. Randy Wooton, General Manager, Microsoft Advertising: Randy is currently General Manager of the US Specialist Sales Organization charged with delivering solutions for Microsoft’s clients that help them acquire, retain, engage their customers more effectively online. In addition, his team of 100+ highly specialized sales executives helps drive innovation in the marketplace by integrating myriad media & tech assets into unique solutions for Microsoft Advertising’s clients. Finally, they are responsible for delivering $1.3B for Microsoft this year. Previously, Randy was the Chief of Staff for the Online Services and Window Business Group and oversaw a staff of 14, responsible for strategic planning, business management, integrated communications, and event management to support a 600 person division and help drive $20B in revenue. Prior to his tour in Windows, Randy was the General Manager in Microsoft’s Online Services Business and responsible for managing and scaling MS’s world-wide online service operations, which included more than 300 MS personnel and 100+ vendors, to support $1.8B in 81 countries. In this role, he focused on providing scalable and global e2e seamless client service for MSN’s “enterprise” media clients. Prior to MSN, Randy spent several years at Atlas DMT, the technology division of aQuantive Inc. In his role as Director of Atlas’s International Division, he worked with resellers to launch sales and service operations in 6 countries in the EU, integrated an acquisition based in Israel, and launched a satellite office in Australia. Before this, Randy spent several years in Atlas’s product group as both a product manager and group product manager for products such as Precision E-mail and Customer Targeting. Before joining aQuantive, Randy spent time as a management consultant and VP of marketing for US Bridge. In another life, Randy was a Bombardier/Navigator in A-6 Intruders and spent several years teaching English at the US Naval Academy. Finally, Randy feels like he spent half of his life in School, receiving a BS from the Naval Academy, an MA from St. John’s College, and an MBA from Harvard Business School. Randy serves as an Advisory Board Member for Pararture (www.parature.com). Outside of work—and between commuting back and forth from Green Lake—Randy enjoys watching his two sons change with each passing day, skiing when the snow is good, reading when the snow is not good, biking in the off season, and eating great meals year round. Scott L. Brown, Senior Vice President, Media Strategy & Digital Platforms,The Nielsen Company: Scott L. Brown is senior vice president responsible for strategic relationships, marketing and technology for Nielsen Media Research. Scott focuses much of his time on establishing and managing business relationships with advanced technology and new media companies. He is one of the Company’s key experts on evolving television technologies, advanced metering systems, and new technology development. Scott provides the Company’s vision and leadership for the new world of digital convergence, as well as directing related projects, such as the TiVo/Nielsen measurement service, the convergence panel, extended home measurement, DVR timeshifting, and development of on-demand services. Scott joined Nielsen Media Research in 1979 as a systems design specialist. In 1983, Scott managed the national names operation where he developed the Automated Measurement of Lineups (AMOL) system that facilitated the delivery of national overnight ratings. From 1985 through 1987, he served as vice president in charge of national and local production services. In 1992, he was named vice president of metered and diary data collection services. In 1995, Scott became vice president of marketing and began working closely with clients and technology companies. In 1999, Scott was promoted to senior vice president of Marketing & Technology. Mr. Brown is a 1975 graduate of Illinois State University with BS and MS degree. Brent Poer, Senior Vice President, Managing Director, MediaVest Los Angeles: Brent Poer leads MediaVest's 40+ person Los Angeles operation, bringing over two decades of experience in media and content creation, and a proven track record of innovation and talent leadership. In this position, Brent oversees client relations, product quality, and planning and buying services, working with a diverse roster that includes Comcast Entertainment Group’s E!, G4, and Style networks, Mattel, Public Storage and a number of other clients. Additionally, Brent serves as Innovation Director on MediaVest's Activision assignment, and as west coast lead of connectivetissue, the agency’s brand-in entertainment practice. Most recently, Brent served as General Manager of theWB.com, launching and overseeing all business, creative and operational aspects of the interactive entertainment property. Prior, he spent four years at MediaVest, working with Brian Terkelsen to build connectivetissue and providing senior leadership for the unit. Responsibilities of this post included directly overseeing connectivetissue staff as well as production across 100+ MediaVest client brands. Before joining MediaVest, Poer worked at Lifetime Network for many years, leading integrated marketing programs for a number of clients including P&G. He began his career at Reebok as a producer of video and TV content. Gustavo Alvarado, Group Media Director, MEC Interaction: Gustavo oversees the Amgen and Toshiba accounts from MEC’s Irvine office. He and his team focus on discovering effective and innovative ways for their clients to reach target audiences across the digital landscape, by using strategies that include mobile, conversational marketing and direct response. Innovation in digital and emerging communications is Gustavo’s specialty. He credits his clients with giving him the opportunity to work on ground-breaking campaigns. Gustavo’s clients have been the first in their industries to test the waters with new technologies and have also reaped the benefits. For example, Gustavo and his team led Lincoln Mercury to employ mobile and social media at a time when no one else was doing it. They also worked with Amgen to create an integrated online and offline campaigns to educate patients, running programs via online streams, Podcasts, on-air promotions and Video on Demand (VOD). Prior to joining MEC, Gustavo worked at a few different agencies on traditional, multicultural and digital media for clients including Wal-Mart, Blockbuster, MLB (Royals) and Thrifty Rent-A-Car. Doug Scott, President, OgilvyEntertainment: Doug Scott 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.