Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, Santa Monica Tuesday, June 12th 2:15 PM – 3:30 PM Track I: The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms. Michael Sakin, Vice President, National Advertising Sales, Western Region, Screenvision Dan Poling, Director Product Planning, Microsoft eHome Sam Bergen, Digital and Emerging Media Strategist, Saatchi & Saatchi LA Jonathan Epstein, CEO, Double Fusion Betsy Scolnik, President, National Geographic Digital Media David Kang, Senior Vice President and General Manager of Subscription Services, Rodale, Moderator David L. Kang, J.D., Ph.D., Senior Vice President and General Manager of Subscription Services, Rodale. Mr. Kang leads online subscription services for Rodale, a leading publisher of health and wellness magazines and books, including Men's Health, Women's Health, Prevention, Runner's World, South Beach Diet, and An Inconvenient Truth. Rodale's online subscription services in diet and fitness include Bob Greene's Best Life, The Biggest Loser, Celebrity Fit Club and Men's Health Personal Trainer. Prior to Rodale, Mr. Kang was Senior Vice President, Entertainment at Major League Baseball Advanced Media, leading partnerships with music artists including Bob Marley, Elton John, Guns N' Roses, and The Game on official websites and developing paid content, ecommerce, sponsorship and ticketing revenue opportunities. In addition, Mr. Kang developed digital strategies for MLB Advanced Media sports partners, including AVP Pro Beach Volleyball. Prior to MLB Advanced Media, Mr. Kang was Senior Vice President, Strategic Development and New Media at the artist management company The Firm, developing "new model" deals encompassing multiple revenue streams for music artists including Korn and Ice Cube. Mr. Kang also developed digital strategies for The Firm’s artists including Leonardo DiCaprio, Cameron Diaz, Jennifer Lopez, Vin Diesel, Kelly Clarkson, Linkin Park, Staind, and Criss Angel. Prior to The Firm, Mr. Kang was a media and entertainment consultant at McKinsey and Company, where he advised a music television entertainment client on its digital entertainment hub and its DVD, game and merchandise businesses. At McKinsey, Mr. Kang also led due diligence for private equity firms in wireless content and in music publishing and conducted primary market research for a leading cable MSO. Prior to McKinsey, Mr. Kang was Senior Vice President, New Technology and Strategic Development at BMG Entertainment, where he led a team of technology, strategy and finance specialists with worldwide responsibility in $4.7 billion music company. At BMG, Mr. Kang developed wholesale online distribution, CD copy protection and digital rights management strategies, negotiated BMG’s first online music download and subscription license with MusicNet, and managed a $50 million strategic investment fund and held board seats in two portfolio firms. Prior to BMG, Mr. Kang was an Assistant Professor of Business Administration at Harvard Business School where he published articles analyzing the effects of corporate governance on firm strategy and performance. At Harvard Business School, Mr. Kang also served as a technology evangelist for the School’s online course platform and distance learning initiatives, and taught in both the MBA and Executive Education programs. Mr. Kang holds a Joint Ph.D. degree in Organizational Behavior from Harvard University and Harvard Business School, an MA in Sociology from Harvard University, a J.D. from Harvard Law School, and an A.B. in Sociology / Organizational Behavior from Stanford University. BETSY SCOLNIK, President, National Geographic Digital Media: Betsy Scolnik was named president of National Geographic Digital Media in March 2007. She oversees all NGV digital media and business initiatives, including operating Nationalgeographic.com and its digital extensions, and managing the National Geographic digital film archive and short-form video programming, production and distribution. She also heads content development efforts for the Nationalgeographic.com Web site and Digital Media’s initiatives in the wireless, video game, broadband and education markets. Since joining National Geographic in September 2005 as vice president of content operations for National Geographic Digital Media, Scolnik has been a key player in the expansion of Nationalgeographic.com, with the redesign of the homepage and the launch of worldmusic.nationalgeographic.com, the widely acclaimed world music Web site that both musicians and consumers have embraced. She launched National Geographic Podcasts, which regularly appear in the IPod top 50 podcasts. She has managed the growth of the short-form programming, production and distribution unit, which was nominated for an Emmy Award in 2006. Scolnik has a wide range of interactive content and operations experience tied to the emergence and growth of digital media, including extensive international experience. Prior to joining National Geographic, Scolnik worked at AOL for four years. From 2003 she served as vice president and general manager entertainment for AOL Europe based at AOL’s U.S. and European operations in Dulles, Va., and London. She was a key player in the development and execution of AOL’s highly successful “Live 8” series of concerts. Previously, Scolnik worked for StarMedia network, then the largest Spanish- and Portuguese-language Internet media company, where she ran business development and programming for the StarMedia services across South America and Europe. Scolnik has a B.S. in international relations from the University of California at Berkeley. She lives in Washington, D.C. Sam Bergen, Digital & Emerging Media Strategist, Saatchi & Saatchi LA: Sam Bergen is a driving force behind much of the new media work that comes out of Saatchi & Saatchi LA on behalf of client Toyota. A valuable asset to the global Saatchi network, Sam is often called upon to concept and strategize on pitches for clients around the world. With a proven passion for advertising and an expertise in digital media, Sam is uniquely positioned to anticipate and respond to changes in the new media landscape. Sam’s many roles at Saatchi & Saatchi LA include developing new media strategies, concept and creative development for a number of first-to-market programs, fulfilling the role of an associate creative director on a variety of interactive projects, and working on national branding campaigns as a senior creative. Beyond Sam’s love of advertising, he is enchanted with interactive media in his personal life and is an avid gamer. Melding his two passions, Sam led the charge for Toyota’s extensive involvement in the gaming world in 2006 for the launch of the new nameplate Yaris. He holds close relationships with all of the big game developers, constantly working with them to change the face of the in-game advertising industry. Sam joined Saatchi & Saatchi LA in January 2005 to work on Toyota’s push into the digital media world. Prior to that, he worked at A.D.D. specializing in regional guerilla and viral campaigns. Sam holds a Bachelor of Arts from Occidental College in Cognitive Science with a Neurobiology emphasis and two minors in both Film & New Media Arts and Psychology. He resides in Santa Monica, CA. Dan Poling, Director of Media Center Product Planning, Entertainment & Devices Division, Microsoft Corporation. In this role, he is responsible for the strategic planning of future Windows Media Center products and services. He owns the Media Center business strategy, and develops long-term forecasts for customer and market trends that shape how Media Center contributes to the convergence between TV and the web. Prior to his Media Center work, Mr. Poling led product management and strategy for the Microsoft TV division, which included incubating a new TV business opportunity for the company and launching several interactive TV products. His initial interest in entertainment started at Sega where he led R&D for the Sega Saturn, and as Director of Entertainment Platforms owned product strategy for the Sega Dreamcast game console. Mr. Poling has been driving innovation in the electronics and entertainment space for over 20 years in a wide variety of senior marketing and product development roles at GTE, TRW, Sega of America, SegaSoft, Hitachi, WebTV, and now Microsoft. Mr. Poling holds a BSEE Magna Cum Laude from the University of Portland, and an MBA from Santa Clara University. Michael Sakin, Vice President, National Sales Western Region and Midwest Region, Screenvision: With more than 18 years of advertising sales experience, Michael Sakin is the Vice President of National Sales, Western and Midwest Regions for Screenvision, the worldwide leader in cinema advertising. Based in Screenvision’s Los Angeles office, Sakin develops sales strategy and manages three sales teams in the firm’s Los Angeles, Detroit and Chicago offices. He generates revenue via national cinema spots, slides, promotional extensions and in-theatre integrated marketing programs. Sakin began his advertising career as a media buyer at DMBB on Kraft/General Foods, where he successfully completed the Turner Broadcasting Sales Training Program. Sakin then joined Fox Cable Networks as an Account Executive and was promoted to Senior Vice President of Advertising Sales. During his eight year tenure, he successfully launched FX, Fox Movie Channel, Fox Sports Net, The Health Network and National Geographic. Following his career at Fox Cable Networks, Sakin became the Senior Vice President of Advertising Sales for The Game Show Network. There he was responsible for opening four regional offices, hiring 40 employees and increasing the network’s advertising revenue by 200%. Prior to joining Screenvision in 2006, Sakin started the sponsorship group at Ultimate Fighting Championship (UFC). Mr. Sakin holds a B.S. in Marketing from the University of Maryland.