Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2009 Thursday, March 19 Day Long Strategic Track The Future of Advertising Track 10:45 AM - Noon Session A: Advertising Strategy, Expenditure and Analysis: Broadcast and Cable vs. the New Platforms: Broadband, Social Networks, Mobile, VOD & PVR More than ever, in this challenging economy, agencies and brand managers are faced with a dual problem. First and foremost, they must get the best bang for their buck in reaching their target audience. At the first fork in the road they must choose between the “traditional” ad markets of TV, cable and print, versus the new technologies, from broadband to mobile. Once that decision has been made, understanding how to allocate within the choice-structure of “new media” – broadband, social media, search, mobile, ITV etc. – must be determined. The advertising choices of 2009 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Marc Ruxin, Executive Vice President, Chief Innovation Officer, McCann Erickson San Francisco Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company Jen Soch, Vice President, Activation Director of Advanced TV, MediaVest USA Brandon Berger, Vice President, Digital Innovation, MDC Partners Nan-Kirsten Forte, Executive Vice President, Consumer Services, WebMD Kirk Cheyfitz, CEO, Story Worldwide Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & Marc Ruxin, Executive Vice President, Chief Innovation Officer, McCann Worldgroup San Francisco: Marc leads McCann’s digital strategy and innovation practice across businesses and disciplines. In this capacity he runs the Innovation program for Microsoft, co-founded and leads the agency social media practice Populist, and works with clients, new technology companies and the VC community to create scalable digital marketing opportunities for media and creative constituencies to bring to market. Before joining McCann, Marc was chief operating officer of The Mill Group, running the North American divisions of The Mill and Beam.tv. Prior to The Mill, Marc was executive vice president of strategy at Gyro International, and served as vice president of business development at iVast, the early leader in MPEG4 technology, and as vice president of business development and marketing at Eveo, Inc., one of the earliest user generated content portals. Marc also previously worked for WPP Group, where he was an MBA Marketing Fellow and ultimately led West Coast new media strategy for the company. He started his career in artists and repertoire (A&R) at EMI Records. Marc has a BA from Hamilton College and an MBA from Columbia Business School, and lives in San Francisco with his wife and three children. Marc blogs about music and film at www.snoozebutton.com. 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 Jen Soch, Vice President, Activation Director of Advanced TV, MediaVest USA: In her current role as Vice President, Director of Advanced TV, MediaVest USA, Jen Soch is responsible for the Emerging Media practice for MediaVest clients. Jen works closely with her clients to navigate the complex world of Advanced TV platforms including video-on-demand, digital video recording, interactive program guides, navigation, addressable advertising and interactive/enhanced television. Jen’s early recognition of the growing role emerging media plays in the overall marketing mix has earned her applause from her clients and colleagues as well as formal recognition from leading industry bodies. Recently, her work on a multi-media initiative with Kraft, A&E and People Magazine was recognized with three different awards, The Creative Media Award in Interactive/Enhanced Television (sponsored by Media Magazine), the MIXX Bronze Award in Interactive Television (sponsored by the Interactive Advertising Bureau) and Runner-up in the OnDemandies (sponsored by Digital Hollywood); all annual awards recognizing creativity and effectiveness of Advanced TV programs. Jen is well-equipped to take on her current role. Armed with over ten years of experience in traditional and emerging media (including roles in international media planning), she has worked on a broad spectrum of high-profile accounts including Dell Computers, Intel, Compaq Computers, Iridium, Goldman Sachs and UPS. She has also served as the Director of Advertising for EarthLink. Jen is an active member of the AAAA Digital Video Innovation Committee and an ID!A Steering Committee Member. She holds a B.S. from Lehigh University, an M.B.A. from Fordham University Graduate School of Business, and is a member of Beta Gamma Sigma, the MBA honor society. Brandon Berger, Vice President, Digital Innovation, MDC Partners: Brandon is responsible for the Digital Innovation Strategy for the MDC Partner Network; this includes investments acquisitions, and partnerships, as well as working with the partner companies to grow their digital capabilities. Brandon is responsible for identifying trends and areas for investment across the digital landscape, including incubating new digital opportunities. Brandon was most recently Partner, Senior Strategist for Digital Innovation at Ogilvy, a group that he founded in 2004. While at Ogilvy, Brandon was responsible for leading client engagements regarding the application of innovative and emerging technologies. Clients included Unilever (Dove and Suave), Hershey’s, IBM, American Express, DHL, Cisco, Office of National Drug Control Policy (ONDCP), DHL, AT&T Wireless and Delta. Prior to joining OgilvyInteractive, Brandon was the director of marketing for WideRay Corp (now Qwikker), a wireless technology company he co-founded in 2000. In addition to WideRay, Brandon has been a consulting resource for entertainment, technology, gaming and mobile companies on leveraging digital media including gaming, wireless, and emerging platforms for extending a brand message into an individual’s personal environment. During Brandon’s career in advertising and marketing, he has worked on multiple brands including: Adidas, Land Rover, IBM, Cisco, Bluenile, Clear Channel, Microsoft, Sony, Netscape, nVidia, AMD, and Red Envelope, to name a few. Brandon has spoken at numerous industry events such as CES, E3 and Digital Hollywood, and is one of the early pioneers of the intersection of Advertising and Video Games, as well as leveraging the mobile channel as a marketing platform. He is a charter member of the National Academy of Television Arts and Sciences Gaming Committee. He volunteers with the Taproot Foundation, and is an active participant with the World Wildlife Fund. Brandon has a B.A. in economics from Tufts University and has won multiple awards in advertising, such as the Clio, the Cannes Lion, the Addy, and an Effie. Nan-Kirsten Forte, Executive Vice President, Consumer Services, WebMD: Nan-Kirsten Forte is executive vice president, consumer services, where she oversees marketing and brand management for the consumer websites including WebMD.com, MedicineNet.com, eMedicineHealth.com, and RxList.com. Additionally, she is Editor in Chief of WebMD the Magazine. Joining WebMD in 1999, Ms. Forte helped establish WebMD as the leading source of health information for consumers. Ms. Forte has had a diversified career in health media and patient education for more than 20 years. Ms. Forte held various positions in health and medical news, education, journalism, publishing, marketing and promotion. Ms. Forte launched iVillage’s first health channel in 1998 and was president, programming and product development, for Medcast (Greenberg News Networks). She started her career at The Center for BioMedical Communications at Columbia-Presbyterian Medical Center in New York. Ms. Forte is a graduate of Swarthmore College and received a M.S. degree in biomedical communications from Long Island University. Kirk Cheyfitz, CEO, Story Worldwide: Kirk Cheyfitz 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 business, and is a leading expert in the profitable use of content to extend brands, win customers, create loyalty, and build sales. Cheyfitz is an Executive Vice President of MRM Partners Worldwide, and Worldwide Managing Director of MRM Partners' The Publishing Agency, the world's first international custom publishing network. Cheyfitz continues to expand The Publishing Agency around the world. Cheyfitz was a Pulitzer Prize finalist for investigative work at the Detroit Free Press. He won the prestigious Sigma Delta Chi Bronze Medallion for investigative reporting, among many national and regional journalism honors. Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator: Terry Bienstock is currently CEO of World Extend, LLC. a New Jersey-based distributor of managed application publishing and secure remote access solutions for business and consumer markets. WorldExtend has revolutionary products to deliver to a business a low cost software-based VPN, and has developed a virtual computer on a TV set to bridge the Digital Divide. He also manages and advises other ventures relating to new media platforms, such as Video-on-Demand, digital video recorders, broadband and mobile services. Prior to this, he served as Executive Vice President and General Counsel, Law and Government Affairs, for Comcast Cable Communications in Philadelphia. In this position, he maintained business responsibility for Comcast’s Video on Demand platform, Comcast University and claims management. He was also responsible for overseeing the Law department for the country’s leading cable and broadband communications provider, advising senior management on legal and business issues, and for Comcast’s state and local government affairs in the 5000 communities and 41 states in which it did business. Prior to joining Comcast, for 23 years Bienstock was in private practice, serving as lead counsel on numerous major communications, First Amendment and property rights cases for most of the top media and cable companies, and lead high visibility cases, from the first fully televised trial in the U.S. to the Noriega tapes case for CNN. He pioneered litigation in the cable television industry for operators, programmers and equipment manufacturers, and successfully prosecuted cases on theft of service, copyright and trademark, premises access, franchising, franchise modifications, transfers, renewals, leased access and other constitutional and Cable Act issues. He has over 100 reported decisions to his name. A graduate of the State University of New York at Binghamton in 1975 and the Rutgers-Camden School of Law in 1978, Bienstock has authored several articles in leading legal publications on cable issues such as theft of service, franchising and access to premises. He regularly lectures at numerous national trade associates and legal conferences on various communications, media, regulatory, law department management and litigation topics, and at business conferences on new media topics.