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 2:15 PM - 3:30 PM Session A: Global Media and Advertising: The Transition - TV, Broadband, Mobile and Social Media As global media is transformed from a broadcast television based economy to a revolutionary media world with multiple disciplines, structuring advertising concepts and strategies equal to the profound change is the task at hand. 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. As the consumer is being both barraged by content and choice, he/she is invariably 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 ever 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. 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 Bill Tucker, Chief Executive Officer, MediaVest USA Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller Bill Battino, GBS Managing Partner, IBM Global Communications Sector Sean Carver, Director Brand Entertainment, Microsoft, Bing Will Margiloff, CEO and Founder, Innovation Interactive LLC Michael Kassan, Chairman & CEO, Media Link LLC, Moderator Bill Tucker, Chief Executive Officer, MediaVest USA: With a career spanning three decades, Bill Tucker has established a tremendous record of innovation, effectiveness, and client service and talent leadership. Today, as CEO of MediaVest, Bill leads 800+ professionals spanning three offices, in addition to overseeing SMG Performance Marketing and SMG Canada. Among his many successes since becoming CEO in 2007, Bill spurred digital transformation of the agency, pulling it through all disciplines and establishing it as the engine of the company. This includes introducing MediaVest Cross-Athletes, a next-generation breed of digitally centric, fluent-in-all-media Investment & Activation talent, launching comprehensive digital development programs and more—and resulted in MediaVest’s growth into one of the industry’s top-five interactive agencies. Under Bill’s leadership, MediaVest also launched its Shopper Marketing practice which counts Walmart among its clients, and continues to lead in the Content Creation; Digital OOH; Advanced TV; and Research, Data & Analytics spaces, among others. Further, he oversaw the rebirth of MediaVest’s planning practice as Truth & Design—resulting in record product effectiveness and acclaim, and established a world-class Client Services operation, driving growth such as the expansion of the Kraft global AOR. In addition, Bill led MediaVest to numerous new business wins, including Bristol-Myers Squibb, the consolidated Comcast business, Mars-Wrigley, and TD Ameritrade, as well as industry awards such as Media Agency of the Year (2007 and 2008), OMMA best Digital Buying and Planning distinction (2009), Mediaweek Digital Plan of the Year (2009), and two (Gold and Bronze) Cannes Media Lions (2009). For these accomplishments and more, Bill was named an Advertising Age Media Maven in 2009. Prior, Bill served as MediaVest President of Client Service and Agency Operations, responsible for MediaVest’s client service product, critical agency operation areas, overall strategic agency initiatives, as well as many key client relationships. Previously, Bill was EVP, Director of Client Services, leading the successful start up and growth of the Kraft AOR, among other assignments. He also oversaw MediaVest's Print and OOH units, significantly growing both practices. Bill’s past and current activities include 4A’s Media Policy Committee, Board of Directors of the AIS, Board of Directors Traffic Audit Bureau, and Board of Directors Advertising Information Services. Bill also served as adjunct professor at NYU Stern business school for Media Planning and Buying. Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller: Mark Penn is worldwide CEO of Burson-Marsteller and President of Penn, Schoen and Berland. As CEO of Burson-Marsteller, Mr. Penn oversees a global network of 94 offices and 1600 employees. As President of PSB, a position he has held since 1975 when he was an undergraduate at Harvard, Mr. Penn focuses on providing research-based communications strategy to political figures, corporations and crisis situations. He is also the author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, which was released by Warner12 in September 2007. Today, Mr. Penn serves as strategic consultant to several Fortune 500 companies and CEOs on a wide range of image, branding and corporate reputation issues. His client relationships include Ford Motor Company, Merck, Verizon, BP, McDonald’s and Microsoft. Mr. Penn has helped to elect over 25 leaders in the United States, Asia, Latin America, and Europe in addition to serving as the senior strategist for Senator Hillary Clinton’s 2008 presidential campaign. He has worked with Senator Clinton for years, including the polling and messaging for both of her successful US Senate campaigns. Previously, as an advisor to then Prime Minister Tony Blair, Mr. Penn helped create the strategy that delivered an unprecedented third term win for Labour in the United Kingdom. He is also well known for serving as President Clinton’s pollster and political adviser for the 1996 re-election campaign and throughout the second term of the Clinton administration. William A. Battino: Global Communications Sector Managing Partner - IBM Global Business Services: Mr. Battino previously served as the leader of the Media and Entertainment consulting practice. Mr. Battino has 25 years of consulting experience (Coopers & Lybrand, PwC Consulting) in the areas of strategic planning, transformation, acquisition, market assessment, financial analysis, and organizational assistance. Mr. Battino has distinguished himself by focusing on emerging business developments in the media and telecommunications sectors, including online, Internet and digital media client projects since the mid-1980s. Mr. Battino has done extensive work in the US, Europe and Latin America. For media companies, Mr. Battino has led numerous projects examining corporate strategies, market positioning, and advertising effectiveness. Mr. Battino has led projects in the newspaper, broadcasting, cable television, movie and television production, electronic publishing and new media industries. Representative clients include Comcast, Disney, Dow Jones, Dun & Bradstreet, McGraw-Hill, New York Times, Reed Elsevier, Time Warner, US Tennis Association, Viacom and WPP. For telecommunications companies, Mr. Battino has led strategy engagements in the core network, wireless, global network, video service, yellow pages and data service sectors. Representative clients include AT&T (BellSouth, PacTel, SBC) British Telecom, Qwest (US West), Sprint Nextel and Verizon (Bell Atlantic, GTE, NYNEX). Mr. Battino led the Firm’s media and telecommunications multi-client research studies including Cable/Telco At The Crossroads, Collaborative Ventures In The Information Industry, Electronic Information: Is It Finally Taking Off?, Electronic Marketing, Electronic Shopping and Fine Tuning Cable Television. Mr. Battino founded and developed the Electronic Access multi-client series conducted in North America and Europe, still considered the seminal Internet study of the 1990s. He is co-author of The End of Television, Navigating The Media Divide and The End of Advertising as We Know It papers. Mr. Battino is a retired (term limit) Board member of the Roper market research organization. Mr. Battino previously served as the global leader for Transformation Services, eBusiness Strategy and Business Strategy. Mr. Battino was a co-founding member of Reach Networks, a pioneer in offering Intranet and Extranet community development services. Mr. Battino holds an MBA in Strategic Planning and Marketing from Carnegie Mellon University and a BS degree in Management Information Systems and Psychology from the State University of New York at Albany. Mr. Battino currently serves on the Advisory Board of SUNY Albany’s Business School. Sean Carver, Director Brand Entertainment, Microsoft, Bing: Sean Carver has been at Microsoft for 7 years. Previous to his position at Bing he spent time at MSN, Live and with the Microsoft Education Division. Previous to Microsoft Carver worked in the fashion industry from 1991 to 1999 he was a partner in DeWitt and Carver Productions, and Production Company which created and produced advertising campaigns for such fashion houses as Ralph Lauren, Versace and Nautica. In 1999 Carver moved to Von Dutch as Director of Sales and Marketing in Los Angeles. In 2003 Carver moved to the MSN division at Microsoft and produced the pending MSN 8 launch as well as the next 3 MSN launches as well as winning awards for Ms. Dewey and Messenger Pirates of Caribbean. In 2009 Carver took over the branded entertainment position at Bing. In the last 8 months carver has produced nontraditional campaigns that have been awarded an official selection at Sundance (2010) as well as a gold and silver One Show awards in February, 2010. In 2010 Carver was an Executive Producer on the highly acclaimed Sundance short Para Fuera Click Here. Will Margiloff is CEO and Founder of Innovation Interactive LLC: Will Margiloff is CEO and Founder of Innovation Interactive LLC, a NYC based 300 person Digital Marketing Solutions firm helping marketers achieve exceptional, measurable results with online campaigns utilizing a suite of performance marketing solutions and technology that focus on key centers of excellence at the company; Search, Social, Auction and Audience Based Marketing. With Internet marketing experience since 1994, Will brings digital expertise, innovation and experience to the company and the industry. Will oversees and guides the overall strategic direction of the company that has over $400 million of managed media by focusing his energies on finding synergies for advertisers across the company’s three divisions: 360i, an award winning Digital Agency with a focus on Search and Social Marketing for customers like JCPenney Enterprise, NBCUniversal, OfficeDepot; SearchIgnite, a leading Campaign Management and Attribution technology used by sophisticated marketers and agencies like Havas, Aegis, Publicis, Intercontinental Hotels and E*TRADE; Netmining is a global provider of Audience Targeting solutions for improving conversion rates across websites, online advertising, email programs and offline sales channels. Margiloff has worked extensively with most of the Fortune brands. Mr. Margiloff is a regular speaker at industry and investment conferences focused on the Internet advertising industry. He is regularly quoted in publications ranging from Dow Jones to Ad Week. Before founding the company through a management buyout from Net2Phone in May of 2002, Margiloff was the SVP of Advertising Sales at Net2Phone founding and running the Internet Sales group from 2000-2002. Prior to that, Margiloff was the VP of Sales and Marketing for theglobe.com from May 1998 – May 2000. Prior to theglobe.com, Margiloff was the Vice President of East Coast Sales for 24/7 Media. Margiloff holds a B.A. in History from Hobart College and is also on the Board of Trustees. Michael E. Kassan, Chairman & CEO, Media Link LLC: An internationally recognized business strategist operating at the intersection of the media, advertising, and entertainment industries, Michael E. Kassan is founder and managing principal of Media Link, LLC, a Los Angeles and New York City-based strategic advisory firm. Media Link provides strategic marketing and brand development, implementation roadmaps, technology solutions for media, media sales and revenue generation, business development, organizational planning, and competitive analysis many of the Fortune 100’s biggest global brands such as Microsoft, AT&T, General Motors, Unilever, Home Depot, Colgate-Palmolive, The Walt Disney Company, Viacom, Comcast, Bain & Co., Cerberus Capital Management, General Atlantic, Fremantle and Sony.