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 Wednesday, October 21st 12:30 PM - 1:45 PM Track I: Video & Next Wave AdvertisingTrack Branded Media Marketing - Across Platforms - TV, Film, Broadband, Mobile, Virtual Worlds, Music and Games – Reinventing the Commerce & Media Model With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to PVRs - 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. Scott Francis, Chief Technical Officer, PRN Avi Savar, Chief Executive Officer, Big Fuel Simon Kelly, Chief Operating Officer, Story Worldwide Stephen Baer, Managing Partner, The Game Agency Brian Murphy, Executive Vice President of Branded Entertainment, TBA Global Mike Siegenthaler, Director, Branded Entertainment, Microsoft Advertising James Heckman, Chief Executive Officer and Founder, 5to1 Neil McGinness, CEO, Weekly World News, Moderator Scott Francis, Chief Technical Officer, PRN: As PRN’s chief technical officer, Scott Francis maintains overall responsibility for the research, design and development of technical solutions to support the growth of new product and service opportunities. Since joining PRN in 2004, he has managed the growth in PRN’s Intellectual Property Portfolio from a base of six patents to 10 issued patents and an additional 15 filings that are pending. Prior to joining PRN, Francis was director of engineering at Macrovision in Santa Clara, Calif. Before that, he served as chief technology officer and founder of iSPN.TV in San Francisco. Earlier positions include vice president of engineering at PictureWorks/iPIX in Danville, Calif. and Visual Edge Technology, Inc., director of new technologies group at miro in Palo Alto, Calif., and manager of video compression at radius in Sunnyvale, Calif. He holds a bachelor’s degree in electrical engineering from Cornell University and a master’s degree in management from Santa Clara University. James Heckman, Chief Executive Officer and Founder, 5to1: Heckman is a new media visionary and monetization innovator who brings more than two decades of CEO operating experience as well as major media distribution relationships to 5to1. Heckman is the founder of seven start-ups, which includes five network roll-ups. He was chief strategy officer for Fox Interactive Media, where he architected and led negotiations for the landmark alliance between Google and MySpace, which produced nearly $1 Billion in cash-flow for News Corp. Among the major brands Heckman launched are Rivals.com, Rivals.net (Europe), Scout.com and NFL Exclusive Stephen Baer, Managing Partner, The Game Agency: As a Managing Partner of TGA, Stephen oversees account management and product development. In his role, Stephen counsels clients on game design and marketing initiatives and ensures that TGA produces results that directly and positively impact client’s business objectives. Key publishing clients have included Atari, Capcom, Electronic Arts and Nintendo. TGA has also built relationships and worked with global brands such as Citigroup, Intel, Lexus, Nokia, McDonald's Pfizer and State Farm. Prior to starting TGA, Stephen was Director of Brand Integration at Atari Inc. In this role, he oversaw the development and marketing for all branded games developed by the company. Prior to taking on this role, Stephen was a Senior Global Product Manager at Atari, Inc. In this role, he developed and executed million dollar marketing plans for several game franchises including Dungeons and Dragons, Alone in the Dark, Driver and Test Drive Unlimited. Before joining Atari, Stephen was a marketing and sales executive for three divisions of General Electric (NBC, GE Appliances and GE Plastics). Earlier in his career, Stephen was Director of Business Development at GCI Group, a public relations subsidiary of WPP. He managed a team focused on marketing, client strategy, and new business development and sat on the company’s Board of Directors. Stephen began his marketing career at Lowe & Partners, an advertising subsidiary of Interpublic Group. Stephen is Six Sigma Certified and has received several corporate awards including the General Electric Marketing Excellence Award and the GCI Entrepreneurial Spirit Award. Stephen received his Bachelors degree from Oberlin College and his MBA from Columbia University. Avi Savar, Founder & Chief Executive Officer, Big Fuel: Avi Savar began his career in the agent-training program at ICM in Los Angeles, and eventually transitioned to the creative side of entertainment. As an independent producer, Avi created highly stylized programming for companies such as USA Networks, Fox, Columbia Tri-Star, and Showtime. Anticipating the convergence of technology and entertainment in 1998, Avi founded and launched AtBalance Solutions – an online media company delivering Health, Fitness and Wellness related content to Fortune 1000 companies. Recruited back to “traditional” television in 2001, Avi served as the producer for ABC’s Good Morning America, before being asked to create and develop breakthrough entertainment programming for both MTV and VH1. Among other credits, he oversaw the production and was instrumental in the success of VH1’s hit series “The Fabulous Life of….” In 2004, Avi launched Big Fuel Communications. Big Fuel has been pioneering the convergence of marketing and entertainment ever since. As a first-to-market innovator, Avi’s work continues to influence the shape of brand communications. Avi is also the chairman of UJA Federation’s Young Entertainment, Media and Communication Division. He lives in New York with his wife Leigh and daughter Evie. Brian Murphy, Executive Vice President of Branded Entertainment, TBA Global: Brian's work in entertainment, music and marketing during the past 30 years has helped to shape and define branded entertainment as a mainstream marketing discipline. His creative vision and artistic expertise have culminated in exceptional live, televised and internet programming. Brian's portfolio encompasses innovative broadcast, new media and live events, including landmark programs such as; Rockfest, the largest ticketed rock event in the United States in 1997, the Goodwill Games Opening & Closing Ceremonies, Music In High Places, NBA All Star Weekend's A Tribute to Magic Johnson for the NBA and American Express, and MTV's long running Hard Rock Live music series. Prior to rejoining TBA Global in 2007, he was Founder and CEO of Fearless Entertainment. He also spent a decade as Executive Vice President/General Manager of Warner Custom Music, then formed the joint venture Warner/Avalon (which later became Warner/TBA) and served as its Managing Partner on behalf of Time Warner. While at Time Warner he co-authored the first joint divisional strategic marketing program with General Motors, Warner Bros. Films and Warner Music Group which was a precursor of how the field of Branded Entertainment would evolve. Michael Siegenthaler, Director of Branded Entertainment, Microsoft Corporation: Mike’s team charter is to work across editorial, design, production, and product development to create original experiences brought to the MSN audience on behalf of brands. A few of MSN BEET’s 2008 launches include: Style Studio with P&G, Fearless with GM’s Hummer, Home Sweet Home with Wal-Mart, and Chef to the Rescue with Morningstar Farms. In his ten years at Microsoft, Mike has led teams in marketing and communication strategy, and he is a recipient of the Circle of Excellence Award, the highest award given to Microsoft employees worldwide. Previously, he has done stints as a freelance writer, worked for LinkExchange (a start up acquired by Microsoft in 1998), the Chicago Tribune, and J. Walter Thompson in Chicago. Mike earned a B.A. from Michigan State University in East Lansing, Michigan and an M.F.A. in Writing from Goddard College in Plainfield, Vermont. He lives in Elmhurst, Illinois with his wife, Julie, and their two children, Emily and Will.