Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Thursday, June 5th 2:15 PM - 3:30 PM Session A: 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. Tom Meyer, President, Davie Brown Entertainment Matti Leshem, founder and CEO, Protagonist Lewis Henderson, Senior Vice President, William Morris Agency Eric Harber, President and COO, h i p c r i c k e t David Del Beccaro, President, CEO and founder, Music Choice Xavier Kochhar, Business Development, Corporate Alliances, The Walt Disney Company Brandon Berger, Vice President, Digital Innovation, MDC Partners, Moderator Tom Meyer, President, Davie Brown Entertainment: Tom Meyer was named president of Davie Brown Entertainment (DBE) in January 2005. A full-service entertainment marketing consultancy firm with unparalleled outreach, Davie Brown specializes in strategic marketing, product placement and integration, branded entertainment, promotions, and celebrity marketing, buzz marketing for a number of global brands, including State Farm, Aquafina, HP, AT&T, Chrysler, Pepsi, Sauza, and PlayStation. An entertainment marketing veteran, Meyer has continuously been at the forefront of the hugely popular and successful branded entertainment business having created and implemented significant marketing opportunities and campaigns for dozens of multi-million dollar consumer companies within the various platforms of the industry. His most recent successful deals include a Pepsi and Frito-Lay tie-in with "Star Wars Episode III: Revenge of the Sith" and telecommunication giant SBC's tie-in with "The Incredibles." As President, Meyer manages DBE's day-to-day business, as well as charting overall entertainment strategy for clients and the agency. Specifically, he oversees entertainment marketing opportunities in film, television, video gaming and other ancillary markets for the company's roster of top-notch clients, including Pepsi, Hewlett-Packard, Cisco, and PlayStation, among others. Meyer , who began his career in TV news, joined Davie Brown after seven years at Paramount Pictures where he quickly rose through the ranks, culminating as director of theatrical marketing for the company's worldwide marketing partnerships group. In this position, Mr. Meyer was responsible for securing, coordinating and managing major corporate tie-ins for Paramount's filmed entertainment properties. During his stint, he also developed the groundbreaking Rugrats/Mercury Villager campaign, which featured the first-ever automotive animated commercial. An expert on entertainment marketing and a respected source for insight into the industry, Meyer has been quoted in a number of major publications, including The Los Angeles Times, BusinessWeek, Forbes, The Hollywood Reporter, and San Francisco Examiner. Meyer earned a bachelor's degree in speech communications and an MBA with a concentration in marketing from Colorado State University. Lewis Henderson, Senior Vice President, William Morris Agency: Mr. Henderson is a Senior Vice President at the William Morris Agency and oversees the company’s digital media business. His responsibilities include building digital business opportunities for all William Morris clients across film, television, music, publishing, theater, sports, corporate and international. During his fifteen year tenure at William Morris, Mr. Henderson has worked with some of the agency’s leading clients in emerging platforms ranging from wireless, video games, broadband and VOD. Prior to running William Morris’ digital business, Mr. Henderson served as a liaison between the agency’s television department and advertising, working with the leading advertising agencies and media buyers to create and package television programming. In the area of entertainment marketing and brand extension, Mr. Henderson worked with leading brands to deliver their message through film, television and publishing properties. His clients in this arena have included Monster.com, the United States Olympic Committee, 24 Hour Fitness, and the NFL. Mr. Henderson started his career as a trainee in the company’s mailroom in 1989 and eventually advanced to the agency’s television department. After two years, Mr. Henderson was selected to participate in the formation of the William Morris Consulting division. He holds a B.S. from Southern Methodist University. David Del Beccaro is the President, CEO and Founder of Music Choice, the world’s largest provider of commercial-free digital music via cable and satellite television. Del Beccaro founded Music Choice when he was the vice president of new business development at General Instrument’s Communications Division (GICD), now a division of Motorola, Inc. At GICD, Del Beccaro’s responsibilities included managing new business opportunities and long-term development efforts, such as the Cable Catalog Store. Before joining General Instrument Communications Divisions in 1984, Del Beccaro served in various marketing and financial positions at General Instrument Corporation for two years. Del Beccaro held positions as controller and as vice president of finance. He also held various financial and strategic planning positions at Ford Motor Company for five years prior to joining General Instrument. Music Choice has realized many successful initiatives under Del Beccaro’s direction, including: • Securing funding for the Music Choice partnership through discussions and negotiations with current partners: Adelphia Cable, Comcast, Cox Communications, EMI Music, Motorola, Microsoft, Sony Corporation, Time Warner Cable and Warner Music Group, Inc. • Achieving 85% market penetration in digital cable homes, and 100% penetration in DIRECTV homes. Music Choice is currently available in 25 million homes and growing at 6 million homes a year. Today, Music Choice is the world’s largest distributor of commercial-free digital music offering 54 channels of diverse music channels. • Unveiling of the New Face of Music Choice that includes new screens featuring album art, music news, artist facts, music history, new releases and TV screen ads that launched without compromising listenership. • Embarking on the company’s first video endeavor with the development of the Music Choice Concert Series that offers exclusive, monthly concerts to cable operators. Presently, 30 million cable homes have access to the Music Choice Concert Series. • Establishing a 24/7 Interactive e-commerce channel that enables customers to shop for music and purchase multiple CD titles at any time using their television remote control. • The creation of a sister company, Music Choice Europe, to service the European market. Del Beccaro received a Bachelor of Science and Masters of Science degrees in industrial engineering from Stanford University and earned a Bachelor of Arts in management engineering from Claremont McKenna College. Matti Leshem is the founder and CEO of Protagonist, a Brand Energy company that focuses on integrating and leveraging brands holistically into populist broad platform media: TV, Broadband, Internet, and Mobile. The company’s efforts are focused on creating content at the intersection of Brand DNA, Entertainment and Marketing with a critical focus on design. Currently, Mr. Leshem guides Protagonist’s role as strategic consultant for Pepsi-Cola North America’s entire portfolio of brands. It is Mr. Leshem’s responsibility to keep Pepsi on the cutting edge of entertainment through ventures such as Mountain Dew’s DEWmocracy, an immersive online gaming experience, MDN (Mountain Dew Network), a late night variety show for SPIKE TV and “Retronym,” a Manhattan gallery dedicated to fostering and inspiring innovation at Pepsi. HE is also working with Pepsi owned IZZE sparkling juice to create The IZZE Campaign which will identify eight to ten thought leaders over the next months and create IZZE cocktails to celebrate their achievements and speak to their personality. Protagonist has also been retained by Xanadu, a two-billion dollar retail-tainment development in the Meadowlands, New Jersey. For Xanadu, Mr. Leshem has been tasked with creating new ways of connecting brands to their consumers and developing broadcast strategy for this revolutionary project. Leshem’s eye for innovation and brand integration allow him to offer a distinctive perspective, along with a fully integrative approach. His background runs the full gamut of television production, Internet content development, and product design. Mr. Leshem’s career span includes an array of high profile multi-media positions, including television producer and online content developer. Mr. Leshem created and produced the 2-hour network television special Pepsi’s Play for a Billion. Protagonist also took the lead in launching In2TV, a joint venture between AOL and Warner Bros. Mr. Leshem’s team designed eight channels of broadband, immersive, interactive digital programming utilizing the Warner library of television shows. Mr. Leshem’s aptitude for discerning creative marketing opportunities for a specific brand’s DNA is also demonstrated by unique ventures such as the USA Rock Paper Scissors League. Mr. Leshem founded the league, and then conceived of a nation-wide tournament that serves as a unique marketing platform for Bud Light (Anheuser Busch) currently in its third season. The League finals were broadcast on ESPN 2 and made headlines around the world declaring a new $50,000 winner. This year, Leshem decides to have the USARPS League, the official governing body of Rock, Paper, Scissors in the USenter the 2008 Presidential race with the release of a new online game available exclusively on the League web site, www.USARPS.com. The interactive Rock Paper Scissors (RPS) application pits Democratic presidential hopeful Barack Obama against five opponents on his way to the Oval Office. Earlier in his career, Mr. Leshem rode the first wave of Internet programming as founder of Cobalt Moon, one of LA’s seminal interactive entertainment companies. He was then recruited by Barry Diller to run an experimental television station, WAMI-TV (USA Broadcasting), where he led a team of three-hundred to the successful launch of the station and the creation of over forty hours a week of locally produced original programs. Other endeavors included: Anteye.com, a community-driven studio on the Web committed to changing the traditional development and creative process and Diplomatic, a multi-faceted production company, where Mr. Leshem started the development of integrated brand shows as well as ESPN’s 2-Minute Drill, Smush for USA Network and the documentary series Ultimate Reality on A&E. Many of Leshem’s early achievements are chronicled in John Geirland’s book Digital Babylon: How the Geeks, the Suits, and the Ponytails Fought to Bring Hollywood to the Internet. (Arcade). He is also featured in Madison and Vine: Why The Entertainment & Advertising Industries Must Converge To Survive, by Scott Donaton (McGraw-Hill). Mr. Leshem’s endeavors have been featured on MSNBC, The NewsHour with Jim Lehrer, in New York Newsday, Variety, and the Wall Street Journal. Eric Harber, President and Chief Operating Officer, Hipcricket: Eric has spent his career applying his business skills to products, services and companies at every stage of their strategic growth. His breadth of experience in general management, strategy, M&A, product, sales and marketing has earned him a reputation for driving revenue growth, building effective teams and managing change in dynamic environments. Eric joined HipCricket from Qpass, Amdocs' Advertising, Commerce, and Entertainment Division, where he was Vice President of Corporate and Business Development. Qpass delivers mobile solutions to companies including major entertainment companies and America's best-known wireless carriers. While at Qpass, he extended the company's offerings and diversified its revenue streams by creating new product lines, partnerships, acquisitions, and strategic business opportunities. His work helped build the company's employee base four-fold and increase its revenue by a factor of ten, all while expanding its customer base and global reach. In 2006, he played a key role in the company's $275 million acquisition by Amdocs. His 20 years of industry expertise spans mobile, telecommunications, networking, e-commerce, media and entertainment. Prior to joining Qpass, Eric was General Manager and Executive Vice President of ChannelAdvisor Corporation, where he built relationships with customers and partners including Google, eBay, Amazon, Motorola, Sprint, Sears and IBM, establishing ChannelAdvisor as a leader in e-commerce/online marketplace software and services. Previously, Eric helped to start, grow, and lead Motricity, a mobile software and services company. Eric held various executive leadership positions there including Chief Marketing Officer and SVP, formulating strategy, driving execution by successfully selling to major mobile operators and media companies, and managing dramatic growth for the company. Eric was also part of the original executive team that built and successfully sold Netsation, a venture-backed network software company, to Nortel Networks yielding a 1200 percent return on invested capital in one year. He subsequently held global marketing responsibility at Nortel and also brings expertise from his leadership positions at Citigroup, Accenture, and his own consulting firm. Eric has held several board and corporate advisory board positions, including serving on the Americas board of the Mobile Entertainment Forum. Eric studied at Oxford University and earned a degree in Engineering from Stanford University, as well as an MBA from Duke University. Eric is an author, lecturer, and frequent speaker on a variety of global industry topics including mobile and media issues. Xavier Kochhar, Business Development, Corporate Alliances, The Walt Disney Company: Xavier is one of three corporate executives within Disney's Corporate Alliance Group who are dedicated solely to procuring and developing new, mutually value-creating strategic relationships between outside corporations and the myriad assets across all the divisions of The Walt Disney Company. The Group sits in Corporate atop Disney and pulls resources from the respective divisions within the company---Studios, Theme Parks, Consumer Products, and Media Networks (ABC and the various Disney cable assets)---in order to work with third-party B-to-B and consumer brand companies in various aspects of strategic and/or tactical relationships. These relationships include marketing, media buys, sponsorships, promotional activity, purchasing, corporate development, joint or integrated content opportunities, or co-branded JVs. Once a formal relationship is in place, the group assigns dedicated personnel, or 'partner teams', to serve as the corporate partner's representatives within the Company. The Walt Disney Company partners with best-of-breed corporate partners across categories; select members of the Disney Corporate Alliance family include Coca-Cola, General Motors, Kellogg's, Kodak, Visa, Hewlett Packard, Siemens. Prior to Corporate Alliances at The Walt Disney Company, Xavier was a strategy consultant for London-based L.E.K. Consulting, and a corporate packaging agent at the William Morris Agency in Beverly Hills. Xavier began his professional career in corporate finance after graduating from the U.C. Berkeley's Haas School of Business, as an investment banking associate for Tucker Anthony Sutro. Xavier lives in Brentwood, California and spends much of his free time working with youth education programs, such as the Inner City Education Foundation of Los Angeles, and coaching soccer for the American Youth Soccer Organization.