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 Wednesday, March 10 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. Eileen Naughton, Director, Media Platforms, Google Lee Doyle, Chief Executive Officer, North America, Mediaedge:cia Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks Bant Breen, President Worldwide Digital Communications, Initiative Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry Jeff Lanctot, Managing Director, Microsoft Advertising Doug Scott, President, OgilvyEntertainment, Moderator Lee Doyle, CEO of Mediaedge:cia, NA: Lee joined MEC in 2000 as Account Director, providing his services for clients AT&T and AT&T Wireless. In 2002, he was promoted to Managing Partner, Head of Client Services, supervising the communications planning for clients such as Cingular Wireless, Cadbury Schweppes, Colgate-Palmolive, Paramount and Campbell Soup Company. He assumed his current role in April of this year. Lee’s proudest accomplishment to date was being given the responsibility for leading the AT&T (formerly Cingular) team at MEC, in 2005. Prior to joining MEC, he was Executive Vice President/Director of Media Services at Ammirati Puris Lintas (now Lowe), overseeing media planning, buying and media research for clients such as Unilever, Johnson & Johnson, Dell Computers, and General Motors. Lee’s career began at Benton & Bowles, which evolved into DMB&B, and became MediaVest. He worked his way through the ranks to become Senior Vice President/Group Media Director. In this role he used his skills for a wide array of clients including, Procter & Gamble, Kraft, Masterfoods, Whirlpool, and Phillips Electronics. Lee is a member of the A.A.A.A. Media Policy Committee and he has served on the A.A.A.A. Business to Business Committee. In addition, he had a ten year run as chairman of the A.A.A.A. Consumer Magazine Committee (1997-1999) and he serves as the North American representative of the MEC Global Executive Committee. Eileen Naughton, Director, Media Platforms, Google: Eileen Naughton serves on the leadership team for Google's North American sales organization. As director of media platforms, she is responsible for developing and executing an integrated strategy for sales, marketing and operations across Google's display advertising businesses, including YouTube, the Google content network, mobile advertising and DoubleClick's ad serving technology. She joined Google after a distinguished career at Time Warner Inc., where she was president of the global editions of TIME Magazine and the TIME Group (including TIME.com, TIME for Kids and LIFE Magazine). She earlier served as Vice President of Investor Relations during the merger of AOL and Time Warner; President of Time Inc. Interactive; Director of Finance and Planning at Time Inc.; and General Manager of FORTUNE Magazine. A graduate of the University of Pennsylvania, Eileen earned B.A. and M.A. degrees in international studies and an M.B.A. from its Wharton School. She is a trustee of the New School University and serves on the board of FRAXA, The Fragile-X Research Foundation. Committed to global health issues, while at TIME she hosted a Global Health Summit in collaboration with the Bill & Melinda Gates Foundation, and was a member of the Business Coalition on HIV/AIDS. She was named a "Woman of Valor" by the American Diabetes Association for her work to raise awareness of the obesity epidemic. She was named a "Woman to Watch" by AdAge Magazine in 2007. September 2008 Carolyn Everson, Chief Operating Officer and Executive Vice President, Ad Sales, MTV Networks: Carolyn Everson is Chief Operating Officer and Executive Vice President of U.S. Ad Sales for MTV Networks. In her role, Everson oversees strategic planning, operations and finance for MTVN’s multi-billion dollar U.S. Ad Sales department. She reports to Rich Eigendorff, Chief Operating Officer, MTVN. Everson oversees MTVN's domestic ad sales strategy, business development and commercial operations. Everson also helps shape MTVN U.S. Ad Sales' organizational design, plan and implement talent recruitment initiatives, and select technologies and solutions that allow MTVN to better serve its marketing partners. The finance arm of MTVN U.S. Ad Sales reports to Everson and Jacques Tortoroli, EVP and CFO, MTVN. Everson joined MTVN in 2003 as Director, mtvU Ad Sales, and has been a key architect of the structure of MTV Networks’ U.S. Ad Sales division. Under her guidance, mtvU tripled its ad sales business to take its place among Viacom’s fastest growing businesses. In 2006, her responsibilities were expanded to include MTV, MTV2 and MTV.com in addition to mtvU, and she gained oversight of $100 million in revenue for MTV Networks’ most iconic brand. For her consistently outstanding performance, she was awarded the MTV Networks Ad Sales Presidents’ Award in 2006. Everson also served as SVP, Ad Sales Strategy and Business Development for MTVN, where she led strategic planning and evaluation of deals for emerging new advertising opportunities across MTVN’s multiplatform portfolio of well-renown brands. Before joining MTVN, Everson worked at Primedia Inc., where she was vice president and general manager of several digital businesses, including Seventeen.com and ModernBride.com. Everson has also held new business development positions at brands including Zagat Survey and Walt Disney Imagineering. Everson holds an M.B.A. from Harvard Business School and a B.A. in Liberal Arts and Communication from Villanova University. Bant Breen, President, Worldwide Digital Communications, initiative: As Worldwide Director, Digital Solutions, Bant plays a key role in driving Initiative's strategic agenda in areas such as asset alignment, communications innovation, technology and acquisitions. Before joining Interpublic, Bant was the Founder and President of Bant Breen LLC, a strategic marketing and communications consultancy affiliated with Dentsu Inc. Prior to founding his own company, he was with Leo Burnett Worldwide for five years in roles that included Regional Managing Director of iLeo (now Arc Worldwide), as well as Digital and Integrated Communications Director for Leo Burnett EMEA. Bant started his career as a WPP Fellow. Bant lives in New York City with his wife, Carmen, and two boys, Alejandro and Nico. Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry: Saul J. Berman is the Global Lead Strategy Partner for the Media and Entertainment Practice as well as a Global Strategy & Change Services Leader at IBM Global Business Services (GBS). Prior to joining IBM, Saul was the Global Strategic Change Leader at PwC Consulting. He was also previously with The Boston Consulting Group, and a divisional Vice President with Broadway Department Stores and an Assistant Professor of Management at the University of Southern California. Dr. Berman has more than 25 years of consulting experience advising senior management of large corporate and start-up organizations. He has directed engagements addressing issues of strategy, organization, and operations. He has worked extensively on issues of competitive positioning, differentiation, new business plans & strategies, new business models, growth, operational & cost improvement, operations/manufacturing strategy, organizational design and enterprise transformation. His clients have included most of the major media companies as well as internet companies, telecommunication companies, consumer goods manufacturers, retailers and automotive companies in the United States, Japan, Europe and Australia. Dr. Berman holds a Ph.D. in Management and Information Systems and a MBA in Production Systems and Operations Research from the Graduate School of Business at Columbia University in New York. He obtained a Bachelor of Science in Economics at The Wharton School, University of Pennsylvania, Philadelphia Jeff Lanctot, Managing Director, Advertiser and Publisher Solutions, Microsoft Advertising: Jeff is the managing director of the Advertiser and Publisher Solutions (APS) Group, the technology platform that supports Microsoft Advertising. He is charged with developing partnership and business development strategies for APS by working with the largest agency partners and holding companies, including IPG, Publicis, WPP and others to create product solutions and enhancements. Prior to joining APS, Jeff was Chief Strategy Officer (CSO) at Razorfish, a digital media agency where he oversaw partnership and investment strategies, as well as the development of the company’s capabilities in the U.S. and abroad. In that role he was tasked with building processes and teams to bring media capabilities to market. In his ten years with the agency, Jeff developed successful digital branding strategies for clients such as Disney, Coors, Expedia, Nike, Microsoft, Best Buy and WeightWatchers. Before serving as CSO, Jeff was senior vice president of global media where he oversaw the company’s media buying and planning business, managing more than $735 million in digital media spending. He also served as the General Manager of the Northwest region for Razorfish. Jeff is a graduate of Washington State University and is a recipient of Advertising Age's "Media Maven" Award, MEDIAWEEK's "Media All-Star" award, B2B Magazine's "Best & Brightest Media Strategist" award, and was twice named one of Media Magazine's "50 Most Influential People in Online Advertising." He began his career with Deloitte Consulting. 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.