Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2009 Wednesday, March 18 10:45 AM - Noon Session B: 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. Greg Johnson, SVP, executive creative director, William Morris Agency Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures Bant Breen, EVP,Global Director of Strategic Development & Innovation, Interpublic Duane Bray, Partner, IDEO Mark Renshaw, EVP, Digital Practice Lead, Leo Burnett - Arc Worldwide Trevor Kaufman, CEO, Schematic Doug Scott, President, OgilvyEntertainment, Moderator Greg Johnson, SVP, executive creative director, William Morris Agency: Greg Johnson is widely considered one of the leading global futurists on digital media, consumer trends and building brands in the digital age. Johnson brings over 20 years of innovation in cutting edge digital marketing campaigns to Agency 3.0, where he spearheads campaigns for consumer brands as well as marketing and advertising agencies. Known globally for his vision and leadership in the digital landscape, Johnson served as global director of digital innovation for McCann Worldgroup, the world's largest ad agency network brand. He also was a member of the Board of Directors, ensuring that the agency was able to stay at the forefront of the digital media revolution. Johnson was the founder of the Interpublic Emerging Media Lab; one of the most visionary future think tanks exploring the changing relationship of consumers, media and entertainment and brands and marketers. Johnson's earlier career highlights include President of Agency Services, President of Europe, and Chief Creative Officer at Digitas; Managing Director Asia for Poppe Tyson Interactive; and Founder and Chief Creative Officer at Magnet Interactive, an early pioneer in interactive multimedia development. Johnson is a multiple recipient of the Cannes Lion Award and has been recognized as a 'Media Maven' by Advertising Age. Mark Renshaw, EVP, Digital Practice Lead, Leo Burnett - Arc Worldwide: Mark has worked in marketing for the last 20 years with a major focus on how to use technology to engage with people and drive business transactions. He has spent most of his time integrating new digitally driven possibilities into clients’ communication plans and overall businesses. Mark’s experience comes from integrating digital into brand marketing, sales promotions, direct marketing, and CRM working on global solutions that cover and connect many markets. He has been fortunate to help navigate the “digital space” for many brands and create world first innovative programs such as the McDonald’s Global Kids Community Platform, Diageo’s thebar.com, SingTel’s Mobile Blogging Platform and Reality Online Show (back before most people even knew what blogging was), the P&G SK-II CRM program and some of Kellogg’s first major digital initiatives integrating retail and digital. Whilst working for Leo Burnett and Arc in the USA, he has been focused on helping clients such as Diageo, Whirlpool Corporation (including MayTag), United Airlines, Kellogg’s, Purina and McDonald’s. While working for Leo Burnett/Arc in Asia for 5 years he worked on global and regional projects for General Motors, McDonald’s, Procter & Gamble, Diageo, HP, SingTel, Malaysia Airlines, and Tiger Beer. One of his highlights was working on the P&G SK-II CRM program and a fully digitally driven McDonald’s Customer Loyalty program. Previously he was with Leo Burnett/Arc in Sydney for 3 years where he started the digital and CRM marketing team and helped pioneer integrated digital work for P&G, Subaru, Tourism Sydney (for Olympics), Kellogg’s, and Heineken. Originally from Australia, Mark holds a Bachelor's of Commerce degree in Marketing from the University of Western Sydney and a diploma in market research from the Market Research Society of Australia. Mark and his wife, Julie, have three boys, Ethan and Kyle and their latest addition Owen. And they live in a house fully digitally connected with the latest digital toys. 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. Trevor Kaufman, CEO, Schematic: Trevor has guided Schematic as it has become one of the world’s fastest growing and most innovative interactive agencies. Over the last seven years, Schematic has played a central role in the convergence of media and technology—developing groundbreaking projects on the Internet, interactive television, game consoles and mobile devices, and winning countless awards. Under Trevor’s leadership, the agency has grown to include more than 350 professionals worldwide. Trevor joined Schematic after founding and serving as co-CEO of Kaufman Patricof Enterprises <kpe>, a successful New York-based Web design and consulting firm backed by Grey Advertising. Since then, he and the Schematic staff have completed projects for many of the world’s leading companies, including Microsoft, Disney, Intel, Discovery, Electronic Arts, Sony, Accenture, Yahoo!, Panasonic, Comcast, CNN, Motorola, Fox, AOL, MTV, BMW, Target, Volkswagen, Pfizer and the NFL. Trevor appears regularly as a technology expert in business, trade and broadcast media outlets. One of The Hollywood Reporter’s “Next Generation,” featuring the 35 top Hollywood executives aged 35 and under, he is also one of Newsweek’s “Net 50: The Fifty People Who Matter Most on the Internet.” Bant Breen, EVP,Global Director of Strategic Development & Innovation, Interpublic: Interpublic Group (NYSE: IPG) is one of the world's leading organizations of advertising agencies and marketing services companies. Mr. Breen plays a key role in driving Interpublic's strategic agenda in areas such as asset alignment, communications innovation, technology and acquisitions. The Futures Marketing Group seeks to build groundbreaking media and marketing services and business models and to provide strategic new media solutions that support Interpublic's agencies. Companies within the Futures Marketing Group include Reprise Media and Ansible Mobile. The group also manages the Interpublic Emerging Media Lab, and corporate partnerships with Spot Runner, Facebook and Spongecell. Duane Bray, Partner, IDEO: As a partner at IDEO, Duane heads the firm’s global Digital Experiences practice, with a focus on new media and entertainment. Duane joined IDEO in 1995 to lead and develop the discipline of interaction design, now one of the firm’s most sought-after capabilities. With a background in communication design and interaction design, his experience includes the development of major software and hardware programs and the integration of emerging technologies into human-centered products and services. To further the increasing crossover between technology and lifestyle companies, Duane explores the intersection of technology and people, revealing and elevating the emotional connections that people forge with digital media. Duane holds an MFA from the University of Florida and was given an Outstanding Achievement Award as a prestigious alumnus. 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.