Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 4-7, 2009 Monday, May 4th 2:30 PM – 3:30 PM Track II - Reinventing Advertising Advertising NEXT: Social Networks, TV & Video, Broadband, Mobile and Games In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base. Kirk Cheyfitz, CEO, Story Worldwide Chad Stoller, Executive Director of Emerging Platforms Strategy, Organic Stephen McKenna, Vice President, Media & Entertainment, Communications, Media, and Entertainment, Hewlett-Packard Michael Lazerow, Chairman & CEO, Buddy Media Alastair Green, Executive Creative Director, Digital, McCann Erickson San Francisco Bob Buch, Vice President, Business Development, Digg David Shulman, Chief Digital Officer, Enfatico, Moderator Kirk Cheyfitz, CEO, Story Worldwide: Kirk Cheyfitz is the CEO and Co-Chief Creative Officer of Story Worldwide, a post-advertising firm with offices in New York, South Norwalk, CT, London and Seattle. Kirk is an award-winning journalist, author, pioneer in non-traditional marketing and custom-created content, and successful international businessman. He has enjoyed a global career in entertainment, journalism, marketing, and publishing, and is a leading expert in the use of content to profitably extend brands, win customers, create loyalty, and build sales. He also has an extensive history of building successful companies, both nationally and internationally, employing mergers and acquisitions and start-ups. Kirk founded The Publishing Agency for McCann WorldGroup in 1999, operating award-winning and market-leading content shops in Spain, The Netherlands, the U.K. and North America. In 2005, Kirk and his partners bought The Publishing Agency from McCann, and re-branded it Story Worldwide, the first multi-national, multi-channel marketing content agency for the post-advertising age. Story’s clients include Lexus, Bank of America, UPS, Nortel, Microsoft, the Chartered Institute of Marketing, General Motors, the International Air Transport Association and many others. Along the way, Kirk wrote a business book for Simon & Schuster. Thinking Inside the Box now appears in five languages, including Chinese, Japanese and Korean. Kirk co-wrote Beyond the Wardrobe, the official guide to C.S. Lewis and The Chronicles of Narnia, for HarperCollins. Fun facts: Kirk was an assistant director on a feature film for 20th Century Fox in Europe at age 17 and was a Pulitzer Prize finalist for the Detroit Free Press. When not practicing marketing with content, he runs around Central Park daily with his wife, Ellen, a producer of children’s books. Michael Lazerow, Chairman & CEO Buddy Media: Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael is currently the chairman and CEO of Buddy Media, Inc. Launched in 2007, Buddy Media develops and promotes social advertising campaigns that support interaction between people and brands. Buddy Media’s unique “Brand Advocate Process” is the only comprehensive approach to social media advertising that includes strategy, development, promotion and accountable monitoring of its branded apps. Michael's first foray into entrepreneurship came with the founding of University Wire, an Associated Press-like network of more than 700 student-run newspapers that is now owned by CBS Corp. He next founded GOLF.com, which was purchased by Time Warner's Time Inc. division in January 2006. Michael led GOLF.com from a start-up to a multi-million dollar profitable golf media company. Michael lives in New York City with his wife, Kass, two sons, Myles and Cole, and daughter Vivian. Michael graduated from Northwestern University in Evanston, Ill. with a B.S. and M.S. in Journalism in 1996. Chad Stoller, Executive Director of Emerging Platforms Strategy, Organic: Chad returned to Organic after a brief time as Vice President of Marketing at Drop.io. Prior to Drop.io, he was Organic’s Executive Director of Emerging Platforms where he led the Emerging Media Group. During his time at Organic he worked on several award winning campaigns for Chrysler LLC, Bank of America, NBC Universal, Fox Entertainment, Sprint, and more. Prior to that he was at he was director of communication solutions at Arnell Group where he worked on several major brands, including PepsiCo, Masterfoods USA, Siemens, Ray-Ban, Banana Republic, Donna Karan and Samsung Electronics. In 1997, Stoller co-founded Surge Interactive, the interactive branding division of Arnell Group. While at Surge, he led the development efforts of interactive brand strategies for Universal Music Group, Tommy Hilfiger, Progressive Auto Insurance, Rockport, Cuervo and Playboy.com. Stoller has developed a series of award-winning programs for Reebok and DaimlerChrysler. In addition to the development of proprietary communications programs, Stoller is a frequent speaker and participant with technology, advertising and marketing conferences while frequently contributing with analysts and members of the media community. Stephen McKenna, Vice President, Media & Entertainment Communications, Media, and Entertainment,Hewlett-Packard: Stephen McKenna brings 25-years experience in strategic planning, market analysis, operations management, and mergers and acquisitions to his position of Vice-President, Media & Entertainment in HP’s Communications, Media, and Entertainment business. Prior to joining HP, Mr. McKenna was Executive Vice President, Sales and Marketing, for Ascent Media where he was responsible for strategic marketing and product development across the company, collaborating closely with the three major operating groups, Creative Services, Media Management Services and Network Services, as well as the newly formed Digital Services Group to develop targeted, branded, customized applications for the company’s clients. Previously he held executive positions at BBC Technologies in London, a subsidiary formed to capture opportunities from alternative, non-traditional revenue sources. Prior to BBC Technologies, Mr. McKenna worked at Sun Microsystems where he established the company’s Digital Media Universe conference. Mr. McKenna has also held positions at Digital Equipment Corporation, and 3M Corporation. Alastair Green, Executive Creative Director, Digital McCann Erickson San Francisco: Alastair has more than 12 years of digital advertising experience working for McCann Worldgroup in San Francisco and Ogilvy & Mather in New York and London. This includes acting as lead creative on large Web sites and advertising campaigns for companies like Microsoft, Nortel, Cisco, American Express, GlaxoSmithKline, Kodak, and Nestlé. At Ogilvy & Mather, Alastair worked on the global IBM account for three years. He has also had extensive experience on many technology accounts, both consumer and B2B, including Microsoft, IBM, Cisco, Hewlett-Packard, Lenovo, Yahoo!, SAP, and Nortel. His work has included pioneering efforts in social marketing, digital outdoor, and digital video. His work has been recognized by Cannes, The Clios, The One Show, London Advertising Awards, Webbys, Communication Arts, DMA Echos, National and Regional Addys, DMA (U.K.), IAB Mixx Awards, and AdTech. Alastair spends on average 10 hours per day online, reflecting a major cutback since meeting his girlfriend, who, funnily enough, he met in real life. Alastair holds a First Class honors degree in Graphic Design from Nottingham Trent University. Bob Buch, Vice President, Business Development, Digg: Bob Buch is Vice President of Business Development for Digg where he leads syndication efforts and manages the company’s relationships with strategic partners. Bob manages a team responsible for driving new user growth, deeper engagement, and increased revenue through the development of key partnerships. Prior to joining Digg in 2007, Bob spent more than nine years working in the online media space. During law school he founded AimTV, a pioneer of video advertising on the web. After AimTV sold to Netzero in 1999, Bob joined Macromedia’s business development group. Bob also co-founded Fluid Music, where he worked with American Idol and Billboard to bring emerging artist websites to market under those brands. Bob has a J.D. from UC Hastings School of Law and is a member of the California State Bar. David Shulman, Chief Digital Officer, Enfatico: As Chief Digital Officer, David is responsible for building and leading the global digital capability for Enfatico and its clients. David joins from independent digital marketing agency imc_ where he served as Managing Director of their New York office. Prior to imc_, David was Managing Director of Digitas Detroit where he established the team and scaled it to a full-service office. During his almost nine-year tenure at Digitas, David held senior client leadership and new business development positions across the Digitas network in Boston, New York and London for clients such as General Motors, GlaxoSmithKline, InterContinental Hotels, and American Express. Before Digitas, David was Brand Strategy Manager at Jaguar Cars and helped introduce the S-Type through an award-winning campaign that included TV, print, direct response and digital. David has extensive experience in the U.S. and Europe managing cross-capability teams in a range of industries including travel, insurance, pharmaceutical and automotive. David lives in New York with his wife Valerie and six year old daughter Ariella. When he’s not working or traveling you’ll find him running, rock climbing or skiing. David holds a BA, cum laude, in Psychology from the University of Massachusetts and an MBA from the Amos Tuck School at Dartmouth College.