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 Tuesday, May 5th 2:15 PM – 3:30 PM Track III: Next Wave Advertising: The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms. Matti Leshem, founder and CEO, Protagonist Joseph Eibert, Director, Digital Marketing, Universal Studios Home Entertainment Barry Frey, Senior Vice President, Advanced Platform Sales, Cablevision Systems Corp. Robert Riesenberg, President and CEO, Full Circle Entertainment Shannon Pruitt, Senior Vice President, Integrated Sales, Sponsorship & Marketing, Agility Studios Chris Monaco, Vice President, Octagon Music+Entertainment Michael Kassan, Entertainment and Media Consultant, Moderator Joseph Eibert, Director, Digital Marketing, Universal Studios Home Entertainment: An entrepreneurial executive with over 10 years experience in product and all aspects of interactive marketing – online media, promotions, publicity, web site design, mobile and viral; Strong analytical skills combined with innovative thinking and ability to thrive in fast-paced, challenging work environments; Respected, resilient leader with a proven track record at small Internet start-up, large consumer packaged goods company and vast entertainment studio. UNIVERSAL STUDIOS HOME ENTERTAINMENT Director, Digital Marketing (2008 to Present) WARNER BROS. ENTERTAINMENT Executive Director of Interactive Marketing (2005 to 2008) Director of Interactive Marketing (2001 to 2005) MATTEL, INC. Associate Product Manager, Video Games (1999 to 2000). Master of Business Administration, Concentration in Product Marketing (1999) – The University of Southern California – The Marshall School of Business, Los Angeles, CA Bachelor of Arts, Sociology (1994) – University of California, San Diego – San Diego, CA Matti Leshem is the founder and CEO of Protagonist, a Brand Energy company that focuses on integrating and leveraging brands holistically into populist broad platform media: TV, Broadband, Internet, and Mobile. The company’s efforts are focused on creating content at the intersection of Brand DNA, Entertainment and Marketing with a critical focus on design. Currently, Mr. Leshem guides Protagonist’s role as strategic consultant for Pepsi-Cola North America’s entire portfolio of brands. It is Mr. Leshem’s responsibility to keep Pepsi on the cutting edge of entertainment through ventures such as Mountain Dew’s DEWmocracy, an immersive online gaming experience, MDN (Mountain Dew Network), a late night variety show for SPIKE TV and “Retronym,” a Manhattan gallery dedicated to fostering and inspiring innovation at Pepsi. He is also working with Pepsi owned IZZE sparkling juice to create The IZZE Campaign which will identify eight to ten thought leaders over the next months and create IZZE cocktails to celebrate their achievements and speak to their personality. Protagonist has also been retained by Xanadu, a two-billion dollar retail-tainment development in the Meadowlands, New Jersey. For Xanadu, Mr. Leshem has been tasked with creating new ways of connecting brands to their consumers and developing broadcast strategy for this revolutionary project. Leshem’s eye for innovation and brand integration allow him to offer a distinctive perspective, along with a fully integrative approach. His background runs the full gamut of television production, Internet content development, and product design. Mr. Leshem’s career span includes an array of high profile multi-media positions, including television producer and online content developer. Mr. Leshem created and produced the 2-hour network television special Pepsi’s Play for a Billion. Protagonist also took the lead in launching In2TV, a joint venture between AOL and Warner Bros. Mr. Leshem’s team designed eight channels of broadband, immersive, interactive digital programming utilizing the Warner library of television shows. Mr. Leshem’s aptitude for discerning creative marketing opportunities for a specific brand’s DNA is also demonstrated by unique ventures such as the USA Rock Paper Scissors League. Mr. Leshem founded the league, and then conceived of a nation-wide tournament that serves as a unique marketing platform for Bud Light (Anheuser Busch) currently in its third season. The League finals were broadcast on ESPN 2 and made headlines around the world declaring a new $50,000 winner. This year, Leshem decides to have the USARPS League, the official governing body of Rock, Paper, Scissors in the USenter the 2008 Presidential race with the release of a new online game available exclusively on the League web site, www.USARPS.com. The interactive Rock Paper Scissors (RPS) application pits Democratic presidential hopeful Barack Obama against five opponents on his way to the Oval Office. Earlier in his career, Mr. Leshem rode the first wave of Internet programming as founder of Cobalt Moon, one of LA’s seminal interactive entertainment companies. He was then recruited by Barry Diller to run an experimental television station, WAMI-TV (USA Broadcasting), where he led a team of three-hundred to the successful launch of the station and the creation of over forty hours a week of locally produced original programs. Other endeavors included: Anteye.com, a community-driven studio on the Web committed to changing the traditional development and creative process and Diplomatic, a multi-faceted production company, where Mr. Leshem started the development of integrated brand shows as well as ESPN’s 2-Minute Drill, Smush for USA Network and the documentary series Ultimate Reality on A&E. Many of Leshem’s early achievements are chronicled in John Geirland’s book Digital Babylon: How the Geeks, the Suits, and the Ponytails Fought to Bring Hollywood to the Internet. (Arcade). He is also featured in Madison and Vine: Why The Entertainment & Advertising Industries Must Converge To Survive, by Scott Donaton (McGraw-Hill). Mr. Leshem’s endeavors have been featured on MSNBC, The NewsHour with Jim Lehrer, in New York Newsday, Variety, and the Wall Street Journal. Robert Friedman is President of Entertainment and Media at @radical.media. He is responsible for the global entertainment company’s strategy, creation and distribution of entertainment including TV, film, digital media, and branded content across multiple platforms. A few of the company’s feature film assets include the Academy Award winning “The Fog of War,” Grammy Award winning “Concert for George, and Jay-Z’s “Fade to Black.” Numerous TV credits include the Emmy award-winning History Channel’s “10 Days that Unexpectedly Changed America,” “The Iconoclasts,” and MTV’s “Gamekillers,” among others. In addition, @radical.media developed and manages "driverTV," a first-of-its kind, hi-def video-on-demand channel and multi-platform media destination built to transform the way consumers shop for cars. Most recently, Friedman was President and a Managing Partner of Classic Media: Harvey & Golden Books Entertainment, the New York-based family entertainment company that is home to Underdog, Lassie, The Lone Ranger, Rocky & Bullwinkle and Casper the Friendly Ghost as part of the company’s 3,000 title library. He helped develop the recently announced, first multi-platform, multi-lingual kids network and branded website across NBC, PAX (ION) Media Networks and Telemundo with Scholastic and NBC Universal. He oversaw the production, integrated marketing, licensing and promotional opportunities across all media including feature film, television, and home video in the U.S. and abroad. He moved aggressively to market the exclusive library of characters including production of George of the Jungle and Gerald McBoing Boing series for Cartoon Network, numerous made-for-video projects, as well as feature films with Disney and Sony including Underdog, Lone Ranger, and Lassie. The Company was sold to a private equity investor and subsequently to a large U.K.-based entertainment company. Friedman has more than twenty-five years experience as a top-ranking entertainment executive in all facets of the business. From 1991 to 2003, he held a variety of key executive positions at AOL Time Warner, including roles as Head of Corporate Marketing for Time Warner and President of AOL, Interactive Marketing & TV. Most notably, Friedman spent a decade at New Line Cinema, where he held the dual roles of President of New Line TV and Co-Chairman of Worldwide Theatrical Marketing, Licensing and Merchandising. Mr. Friedman launched the TV and merchandising divisions of New Line Cinema when the company was a stand-alone publicly traded entity in 1991 and subsequently took on responsibilities for the film division following the merger with Time Warner. As Co-Chairman of New Line Cinema, Friedman oversaw the $200mm+ yearly budget for the marketing and promotional campaigns for all of New Line Cinema's feature films. In his capacity as President of TV, he oversaw the development, production, acquisition and distribution of film and TV product to network, cable, and pay-per-view. In addition, Friedman managed the licensing and merchandising activity for all of New Line’s feature films and TV programs including video games where he managed the development and distribution of games including Lord of the Rings and Austin Powers. He also oversaw the digital, new media and online activities for all of New Line Cinema’s businesses and products. New Line Cinema accomplishments included a wide array of franchises, The Lord of the Rings trilogy, and Austin Powers franchise which included highest grossing comedy sequel of all time. At New Line Television he produced numerous movies and series for broadcast and cable networks. He also developed and produced animated series versions of The Mask and Dumb and Dumber for CBS and ABC, respectively, as part of a strategy to create worldwide entertainment and licensed properties for the company. Friedman was a member of the original development team at MTV Networks, where for 8 years (1981-1989) he worked on MTV, VH-1, Nickelodeon, and on the development of the pay TV subscription service, The Movie Channel. At MTV Networks, he was in charge of Trade and Consumer Marketing, Promotion, and Licensing for MTV and VH-1 where he oversaw the core services including the marketing of its ancillary businesses such as video and merchandising. Immediately following MTV, Friedman became President of Playboy’s Entertainment Group reporting to Christie Hefner. He oversaw a financial turnaround that repositioned the company’s existing product portfolio while creating a non-Playboy branded line extension for TV, video and pay-per view for the International and domestic mass markets. Friedman began his career in advertising, where he was Account Manager, Procter & Gamble at Grey Advertising immediately following his graduation from the Columbia Business School. His industry honors include being named "Media Man of the Year" by ADWEEK, and named one of the top 100 marketers in the country by AdAge. Friedman serves on the Board of The International Academy of TV Arts and Sciences and has been a member of Young President’s Organization (YPO) for over a decade. Friedman serves on the Morgans Hotel Group board, a public company that includes the Delano, Royalton, Hard Rock and Hudson hotels. Friedman was one of the first men admitted to Vassar College where he received a B.A. in psychology. He earned his M.B.A. from the Columbia University Graduate School of Business. He serves on the Board of Trustees of Vassar and Board of Overseers of the Columbia Business School. He was the 2000 Commencement Speaker at the Business School graduation. In addition, Friedman serves on the boards of The Mount Sinai Medical Center and The Big Apple Circus. Friedman is married to Dr. Elissa Gretz, who grew up in Schenectady NY; Gretz attended Vassar College and most recently headed the Benign Gynecology Division of Memorial Sloan Kettering Cancer Hospital. She is currently Medical Director of the GYN clinical staff at Mt. Sinai Hospital. They have two daughters, 18 and 16 years old, who attend Williams College and The Chapin School in New York City. Chris Monaco, VP of Music and Entertainment, joined Octagon in 2008 bringing with him 14+ years of experience managing diverse, globally recognized brands. At Octagon, Mr. Monaco crafts client initiatives within TV, music, new media, and branded entertainment as well as entertainment strategies for Octagon global groups. He is widely recognized as an industry leader in entertainment marketing and branded content space. Prior to Octagon, Mr. Monaco served as Director of Entertainment Marketing at Allied Domecq PLC and Pernord Ricard USA overseeing all entertainment initiatives for some of the most recognizable brands in the world; including Stoli, Kahlua, Malibu, Makers Mark, Sauza, Beefeater, and Chivas to name a few. During this tenure he was responsible for crafting fully integrated entertainment strategies that resulted in numerous branded content vehicles: The Club, television series, SPIKE TV; Stoli Presents ‘Be Real- The Series’ Logo Network; Kahlua Presents ‘Bring Home the Exotic”- Oxygen Network; Stoli Presents ‘Be Real” Documentary Film; Sauza and URB Magazine Present “The Next 100” Documentary Film; “The Life” by Chivas- Broadband Content Portal with MSN Entertainment. Mr. Monaco has also served as Head of International Marketing for SpikeRadio.com. He has also held posts at Indi-CRD and Moonshine Music. Barry Frey, Executive Vice President, Advanced Platform Sales, Cablevision Systems Corp. (CVC): Barry Frey is an innovative and visionary media and marketing executive with a proven record of success. His primary role at Cablevision is running the Advanced Platform Group for the company’s RASCO (Rainbow Advertising Sales Corp.) division, which has created ground-breaking agreements with major blue chip marketers utilizing the cable system’s interactive television (ITV), video-on-demand (VOD), online and linear platforms in ways that have produced valuable and tangible benefits for the company’s customers and advertising clients. Cablevision and RASCO have been leading the way to provide marketers with unique and measurable cross-platform marketing packages that provide the highest levels of consumer engagement. Mr. Frey pioneered the concept of Cablevision’s “Power 30SM”, interactive 30-second commercials that take traditional advertising units to the next level by driving viewers to VOD channels entirely dedicated to a specific advertiser, providing marketers and agencies with addressable television advertising, promoting viewership of long-form content, enhancing lead generation via requests for information (RFI) and more. The company also offers a continually growing list of innovative communications tools and multi-Emmy Award-winning technologies. Cablevision Advanced Platforms has developed and implemented branded interactive VOD channels for a number of leading global brands including Disney Vacations, The U.S. Navy, FX Network, Mars, Inc., BMW, Unilever, and Sony Corporation. Featuring long- and short-form video, polling, photos and other information that engages, entertains and educates consumers; the VOD channels encourage viewers to learn more about how to incorporate these brands into their daily lives. The Advanced Platform Sales division utilizes Cablevision’s advanced two-way fiber-optic network’s ability to provide a robust interactive experience for both brands and consumers. Cablevision’s cable service with the nation’s highest digital penetration rate of over 91%, and having received an unprecedented four interactive Emmy Awards has long been recognized as an industry pioneer and leader in cable service innovation. Having previously served in senior sales and marketing positions with USA Networks, Crown Media and the National Basketball Association, Mr. Frey has successfully built, pioneered and overseen divisions connecting the advertising community with new and important media, entertainment and technology platforms on a domestic and international basis. At Crown Media, as senior vice president overseeing global sales for the Hallmark Channel, Mr. Frey managed the division that created and sold television’s first digital product placement agreements. Previously, as senior vice-president for the NBA, he oversaw the development of multi-million dollar, multi-platform advertiser partnerships with the nation’s leading marketers. Earlier in his career he was responsible for leading the international sales, new business development and interactive efforts at USA Networks (USA Network and Sci-Fi Channel), and serving on both domestic and global channel and Internet launch teams. Mr. Frey has served as a board member for the International Advertising Association and contributed to initiatives for Advanced Advertising within The Cable Advertising Bureau, CTAM On Demand and the cross MSO Consortium (which works closely with the AAAA in developing guidelines for VOD and ITV platforms). Mr. Frey often speaks on the future of media, advertising and television at conferences in the U.S. and in Europe. Chris Monaco, Vice President, Octagon Music+Entertainment: Chris Monaco joined Octagon in April 2008 as Vice President of Octagon Music+Entertainment bringing with him 14+ years of progressive experience managing diverse, globally recognized, brands with a proven track record of turning creative concepts into focused, operational realities. At Octagon Chris has crafted client initiatives within TV, Music, New Media, and Branded Entertainment as well as entertainment strategies for Octagon Global groups with a focus on London and Sydney offices. Responsible for over $2MM in division revenue with progressive and aggressive forecasting to drive business growth and client support Prior to joining Octagon, Chris founded GoodLife Entertainment, a strategic marketing company. As the entertainment agency of record for Pernod Ricard USA, Chris created marketing solutions spanning TV, Film, On Line, and Music. Chris developed his unique skill set as the Director of Entertainment Marketing at Pernod Ricard USA/ Allied Domecq Spirits & Wines where he created the Entertainment Marketing division and set entertainment strategy. Under his management, the Allied Domecq Entertainment division successfully expanded its presence within the entertainment arena, fostered partnerships, and created vehicles across the spectrum. In spring 2004 he negotiated title sponsorship and oversaw development & production of The Club, the first ever brand-integrated television series for a spirits industry company, which aired on SPIKE TV. The success of The Club led to the launch of five more branded content vehicles, all of which Chris executive produced, packaged, and created specifically for each brand as a means to use the entertainment medium as a vehicle to compliment brand strategy, support commercial business channels, and embrace consumer marketing practices. Before joining Allied Domecq, Chris served as Head of International Marketing for SpikeRadio.com. He has also held posts at Indi-CRD and Moonshine Music. Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan is a nationally recognized leader in the area of media and entertainment. Mr. Kassan is a strategic/brand development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, Ideal Entertainment, Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage Group. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide a division of The Interpublic Group of Companies (IPG:NYSE), at the time, the largest and most diversified media management company in the world, with more than 75 offices in North America, Europe and Asia. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994 and was instrumental in the sale of the company to IPG. While there, he oversaw the day-to-day operations in North America and was the architect of the firm's international expansion and grew media billings from $1.5 billion to over $10 billion. Mr. Kassan, an attorney was counsel to the Los Angeles law firm of Christensen, Miller, Fink, Jacobs, Glaser, Weil & Shapiro. He had been President and Chief Operating Officer of International Video Entertainment (Artisan Entertainment). Mr. Kassan is a director and advisor to many charitable and community organizations, currently serving on the Board of the Hollywood Radio and Television Society, and previously serving on the Commission on California State Government Organization and Economy. He also has been Chairman of the Senate Select Committee on the Entertainment Industry in California and in 1998 was elected to the Board of the American Advertising Federation. Mr. Kassan serves on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center.