Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2010 Bloomberg BusinessWeek Thursday, March 11 The Future of Advertising Track 12:30 PM - 1:45 PM Session B: 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. Brandon G Berger, Vice President, Digital Innovation, MDC Partners Simon Kelly, Chief Operating Officer, Story Worldwide Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab Adam Stewart, Industry Director of Media & Entertainment, Google David Rosenberg, Director of Emerging Media, JWT John Hoctor, Director of Business Development, Navic Jason Krebs, Executive Vice President, ScanScout Thomas F. Tafuto, SVP, Creative, D I G I T A S, Moderator 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 Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab: As Senior Vice President and Director of the Interpublic Emerging Media Lab, a center for marketing innovation located in Los Angeles, Lori provides consultation and solution recommendations for the latest in broadband, wireless and emerging media for Interpublic’s global client roster. She also facilitates emerging media “upfronts” and exclusive partnerships with companies like Joost and TiVo for the company’s agencies and its clients. She has worked with a number of clients across a variety of categories, including Avery Dennison, Intel, Microsoft, Nestle and Sony. Prior to serving as Director of the Lab, Lori served as an interactive/new media producer at McCann Worldgroup, providing interactive expertise for the agency’s Los Angeles client base. She worked with clients to create original content solutions across multiple channels. Lori also facilitated partnerships with entertainment, sports and other content providers, and served as the agency representative on all issues pertaining to emerging media. An active member of the marketing and entertainment industries, Lori serves on the Board of Governors for the Producers Guild of America’s New Media Council, is a member of the Board of Directors of the National Association of Television Program Executives (NATPE), is on the executive committee of the Interactive Peer Group for the Academy of Television Arts and Sciences and has led projects for the American Film Institute's Digital Content Lab. Lori participates in a number of advanced advertising standardizations groups and is a frequent industry speaker. When she is not working with clients, Lori can occasionally be found on stage in Hollywood performing with a number of improvisational comedy theaters. Adam Stewart, Industry Director of Media & Entertainment, Google: As Vertical Director of Google's Media & Entertainment group, Adam oversees all aspects of the company's marketing and advertising relationships with the media and entertainment community. He works directly with marketing decision-makers in the TV, movie, gaming, music and web publishing industries to develop unique integrated marketing strategies. With more than 16 years experience in advertising sales and sales management, Adam managed a national sales team for one of the largest U.S. cable companies, where he developed sales strategy and built strong relationships in the sales, advertising, branded entertainment and production communities in New York, Chicago and Los Angeles. Prior to joining Google, Adam was Vice President of National Sales for Screenvision, where he was primarily responsible for spearheading media-based advertising and content deals across multiple industries. Earlier, Adam was Senior Vice President, National Sales Manager of Discovery Communications, where he was responsible for advertiser content integration, sales strategy, network positioning, earned value marketing opportunities, branded entertainment and business plan management for Discovery Channel, TLC, Animal Planet, Travel Channel, Discovery Health and BBC America. Adam earned a BA in Communications Arts and Sciences from the University of Southern California. Simon Kelly, Chief Operating Officer, Story Worldwide: Simon Kelly has been recognized as a pioneer of new media in the branded content industry and is credited with introducing a unified approach for custom publishers in the US. Kelly began his career in publishing in 1984, where he launched Lotus magazine, Macworld magazine, Macworld Exposition, and the IDG seminar series, as well as running the IDG UK’s custom publishing division. In 1990, Kelly co-founded TPD Publishing, ltd, one of the leading independent custom publishers in the UK. In 1995, Kelly moved to Seattle to launch the company’s US operation with the launch of Microsoft Magazine – incidentally its companion web-site also marked the launch of one of the world’s first web-zines. Along the way, Kelly introduced compelling new ways to use content to meet his clients’ branding needs. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named to the Folio: 40 for his work integrating print and web content. Kelly won the John Caldwell Lifetime Achievement Award in 2007 for his contributions to the custom publishing industry. In 2001 TPD became part of Interpublic. In 2005 Kelly and his partners bought it back and rebranded the company Story Worldwide. (www.storyworldwide.com). Since then, Kelly and his partners have transformed what was originally a print-centric custom media company into a global, multi-channel content marketing and branding agency. Story Worldwide’s signature approaches, storytelling and narrative branding, help turn their clients’ brands into engaging media channels. Today, with over 200 employees and offices in New York, Seattle, South Norwalk, London and Hong Kong, Story Worldwide is leading the post-advertising revolution. Story’s clients include Unilever, Nestle, UPS, Bank of America, Microsoft, Johnson and Johnson and Agent Provocateur. John Hoctor, Vice President of Business Development and Marketing, Navic: John Hoctor, Vice President of Business Development and Marketing, brings a unique mixture of engineering expertise and business experience to the Navic management team. John has been with Navic for over eight years, and during this time has participated in nearly all facets of growing the company. Currently John is responsible for setting Navic's strategic direction and executing on a number of Navic's strategic initiatives. As part of this role, John is responsible for securing partnerships with programmers, distributors, and national advertisers. John also oversees all of Navic's marketing activities. Prior to joining Navic, John was a founding partner at StartingPoint Venture Partners. At StartingPoint, John invested in numerous early-stage companies, while also serving as a board member and advisor to a number of StartingPoint's portfolio companies. Earlier in his career, John worked in the Emerging Technology division of AXA Assurance in Paris, France and at Product Genesis in Cambridge, MA. John holds an MBA from Le College des Ingenieurs and both an SM and SB in Mechanical Engineering from Massachusetts Institute of Technology. David Rosenberg, Director of Emerging Media, JWT: David Rosenberg is the Director of Emerging Media at JWT (formerly known as J. Walter Thompson) in New York. Currently at JWT for almost two years, David is focusing on social media, viral marketing programs, mobile, and gaming while utilizing new media technologies to deliver strategic branding solutions on behalf of clients. In addition, David constructed the marketing wire frame for ‘The Nursery’ (thenursery.tv), a creative incubation and experimentation lab that creates original animation content in order aggregate audiences on and offline. In January 2006, David also established a business relationships companies including Google and was able to open one of the early content distribution for-sale stores on the Google Video site. Other important JWT responsibilities include creating strategic partnerships and fully integrated programs including the eBay and Domino’s program (anythinggoesdeal.com) campaign. David serves on the nominating committee for the National Television and Arts and Sciences with a focus on the for Emmy Awards in given in the field of Technology and Engineering. Further, David also served as a presenter at the 2006 Awards Ceremony. David sits on the WPP North American Gaming Advisory Panel, participates in JWT corporate new business projects and leads periodic corporate initiatives including a viral program launched in partnership with The Huffington Post. Prior to JWT, David lived and worked in San Francisco for eight years and finished up as Account Director on Electronic Arts’ flagship brand EA Sports for Odiorne Wilde Narraway + Partners/See Advertising. In this role, David guided the development of the EA Sports brand strategy, ran integrated advertising campaigns, oversaw multiple platform/hardware transitions, served as North American brand liaison, guided a sub-brand launch for EA Sports BIG, participated in overall category growth, online gaming and brand dominance. By playing an integrated role within the Electronic Arts structure, David gained a strong understanding of video game business including design, production, development as well as non-traditional marketing. Earlier in his tenure in San Francisco, David also helped manage brands including Turner Classic Movies, Teva Sandals, Fogdog Sports, Moonstone Outerwear and Excite.com. Before moving to San Francisco, David lived and in his hometown of Miami Beach and worked at InterAction Media Corporation’s Campus INTERaction. At Campus INTERaction, David was involved with the development of college marketing and advertising programs that were supported by a network of interactive kiosks located on major university campuses nationwide. Jason Krebs, Executive Vice President, ScanScout: Prior to joining ScanScout, Jason was co-founder of ShortTail Media a leading video technology provider. Before that Jason was the VP/Interactive at Condé Nast Media Group where he was responsible for managing corporate advertising sales and marketing. Previously, Jason was the VP of Sales and Marketing at NYTimes.com, where he managed marketing services, advertising revenue and classifieds. In other roles he served as VP/General Manager of classifieds for both NYTimes.com and Boston.com. From 1998 to 2000, Krebs served as VP/General Manager for newyorktoday.com and was responsible for the day-to-day operations of the site. Previously, Krebs served as Managing Director of national ad sales for The New York Times on the Web. Jason received his BS from West Virginia University. Thomas Tafuto, SVP, Creative, D I G I T A S NY: where he is the creative lead on brands including Samsung and IBM. Mr. Tafuto has been a pioneer in the interactive space for over twenty two years and has collaborated with some of the world's most recognized brands including Apple, BP, IBM, Microsoft, Hewlett-Packard and Sony. Prior to joining DIGITAS earlier this year, Mr. Tafuto was the Executive Creative Director of Tribal DDB Worldwide and was the creative lead on Nokia, (RED), Pepsi, American Airlines, Exxon Mobil, AT&T, Starbucks, Ingersoll Rand and Dyson. Thomas directed Tribal DDB's effort that garnered Ad Age's Global Agency Network of the Year in 2008 - the first time a digital agency has been honored with that award. He was also the executive creative lead on several of Tribal's worldwide new business pitches the past year. Thomas began his career by founding Applied Imagination, Inc., one of the first interactive design firms and developed several of the industry's first interactive rich media applications and CD-ROMs from 1987 to 1989. His award-winning work included: software programs for Apple Computer, titles for ABC News InterActive; electronic courseware for the Harvard Business School; and Culture(R) A Multimedia Guide to Western Civilization. Thomas has also partnered with many of the world's top advertising agencies and includes working side-by-side with Jay Chiat to secure the well lauded MTV campaign, as well as stints with Ogilvy and Grey. Prior to joining Tribal DDB, Thomas was Director of Interactive at Jager DiPaola Kemp Design and worked with brands including XBOX 360, MTV, Burton Snowboards, Converse, Nike, Levis, Giant Bicycles, and Virgin Mobile. Thomas has spoken about interactive communications and design at numerous industry events each of the last 20 years. He has been quoted and interviewed by the New York Times, appeared on PBS, and taught interactive communications at institutions such as Columbia University, The Modern Museum of Art, Harvard Business School, and the Parsons New School. He is an accomplished multi-instrumentalist and producer and creates the sonic elements for much of the work he directs.