Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES Monday, January 7th 1:30 PM - 2:30 PM Session A – RA8 – Reinventing Advertising 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. Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather Steve Ronson, Executive Vice President, Enterprises, A&E Television Networks Christoph Stadeler, Chief Executive Officer, MRM McCann Relationship Marketing GmbH Neil McGuiness, Vice President of Entertainment and Comedy, IMG Media Hamet Watt, founder, NextMedium Susan Bonds, President, 42 Entertainment Eric Harber, President and COO, h i p c r i c k e t Michael Kassan, Principal, Media Link, LLC, Moderator Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather: Prior to joining Ogilvy in June 2006, Douglas was Senior Vice President at Bragman Nyman Cafarelli and the General Manager of the New York office. While at BNC, he was responsible for developing original branded entertainment initiatives for Sony PlayStation, General Motors, T-Mobile and American Express and increased top line revenue for the New York office by 45%. In 2004, Scott launched MATTER, an entertainment marketing company that produced LOHAS 8, a three-day forum sponsored by Ford Motor Company, Whole Foods and GAIAM, focused on renewable energy, organic food, eco-tourism and other health and sustainability issues. In January 2004 and 2005, Scott executive produced BLENDER Sessions, in Park City, Utah during the Sundance Film Festival. This five-day music series, which was sponsored by VW, Diet Coke and Heineken, featured performances by Snoop Dogg, Nelly, Ludacris, Macy Gray, Liz Phair, Pete Yorn, Camp Freddy and Rooney. When Sean "P. Diddy" Combs decided he wanted to run the ING New York City Marathon in September of 2003, he hired Scott to co-executive produce "Diddy Runs the City" for MTV and executive direct the fundraising efforts for the program. In just seven weeks, the program raised over $2 million for New York City children and received corporate support from Nike, Pepsi, McDonalds, Time-Warner, Viacom, Lincoln and Foot Locker. Prior to MATTER, Scott was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic. At Hypnotic, Scott created and executive produced the highly acclaimed Chrysler Million Dollar Film Festival in partnership with Universal Pictures and was also charged with creating innovative branded entertainment campaigns for numerous companies including Reebok (Terry Tate, Office Linebacker), Ford Motor Company (Focus Films), Nintendo (Eternal Darkness Films) and Toyota (Scion Screening Series). Prior to Hypnotic, 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, which was supported by Toyota, Pepsi and Sun Microsystems; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with Access Hollywood, Advertising Age, Entertainment Weekly, and other national media outlets. From 1995 thru 1997, Scott was President and COO of ArtView a global network of galleries, auction houses and museums and was responsible for developing and executing highly successful strategies for e-commerce and inventory management in partnership with GE Capital. In 1993, Scott co-founded the Red Herring magazine where he served as Vice President of Sales & Marketing. Scott is an active speaker at industry conferences and guest lecturer at several business schools, and has recently been asked to teach a course at New York University on location based entertainment. He holds a B.S. in Economics from University of Maryland, College Park. Steve Ronson was appointed Executive Vice President, Enterprises of A&E Television Networks in September 2006. Mr. Ronson manages AETN Enterprises which encompasses AETN International, AETN Consumer Products and the Interactive Services Group. In addition, Mr. Ronson oversees the company’s global Digital Media activities, including broadband video, short form syndication and wireless applications. Mr. Ronson has been instrumental in developing AETN’s burgeoning digital media business both in the US and internationally. The company’s broadband and wireless partnerships include iTunes, Amp’d, AOL Video, Google Video Europe, Sky Mobile TV (UK), T-Online Vision (Germany), and MobiTV (US and Latin America). During his tenure at AETN, Mr. Ronson spearheaded the launch of the AETN channel brand, Crime & Investigation Network™. The channel debuted on January 1, 2005 in Australia on the FOXTEL platform and is also available in the US, the UK and Turkey. He also led negotiations for the launch of The History Channel® in Germany on the Kabel Digital Home platform in November 2004. Under Mr. Ronson’s management, A&E Home Video embarked on an aggressive acquisition strategy which saw the label license the rights to such acclaimed television franchises as Homicide: Life on the Street (NBC), Monty Python’s Flying Circus, the complete Gerry Anderson library (Carlton), Mr. Bean (Tiger Aspect), the Thames Library, which comprises 1,000 hours of programming including The Benny Hill Show (FremantleMedia), The Prisoner (Carlton), Kids in the Hall (Broadway Video), and many others. He also led A&E Home Video’s expansion into sports and music which has led to partnerships with leading content suppliers including Major League Baseball, Collegiate Images (Notre Dame Football) and Paul McCartney. Mr. Ronson further extended the company’s e-commerce and home video businesses with the launch of The DVD Library, a home video industry-first program created to satisfy the needs of the burgeoning home entertainment marketplace. Leveraging the award-winning programming from A&E®, Biography® and The History Channel, The DVD Library offers consumers a vast collection programming never before released on DVD, all published on the DVD+R format. Exclusively available on ShopAETV.com, The DVD Library now features over 1,000 titles. Steve Ronson joined A&E Television Networks in July 2000 as Vice President & General Manager of AETN Consumer Products, and was appointed Senior Vice President of AETN Enterprises in December 2004. Susan Bonds is President at 42 Entertainment: Previously, Susan was Chief Production Officer and served as executive producer and client lead on all entertainment experiences. At 42, she has produced ilovebees, an award winning experiential marketing campaign for the launch of Halo 2 for Microsoft Gaming Studios, and Dead Man’s Tale, the current online interactive adventure based on Disney’s Pirates of the Caribbean: Dead Man’s Chest running exclusively on Windows Live Messenger. Ilovebees won a Webby Award for best Games Related website and a Game Developer’s Award for Innovation in 2005. Susan has more than 20 years of experience as a producer in the entertainment and technology industries. Susan started her career at Walt Disney in 1980 as an industrial engineer working on EPCOT. After a stint at Lockheed as an Aircraft and Systems Engineer, she returned to Disney in 1990 as a Creative Director/Senior Show Producer for Walt Disney Imagineering. At WDI she directed the design and development of major attractions, themed architecture, internet entertainment projects, and proprietary new ride systems. Her portfolio spanned Tokyo, California, Florida, and New York, and included attractions such as "Indiana Jones Adventure" for Disneyland and the "Mission: SPACE" for Epcot. "Indiana Jones Adventure" features a motion base simulator ride system that maneuvers through highly themed dimensional sets, special effects, and audio-animatronic figures based on the popular movie franchise. “Mission: SPACE” allows guests to experience what it might be like to travel in space incorporating state-of-the-art optics, effects, centrifugal motion and CGI. Susan also produced the ABC Times Square Studios exterior façade in New York, featured daily on ABC's Good Morning America. Prior to joining 42, Susan was Chief Design and Production Officer for Cyan Worlds, where she was responsible for producing URU: Ages Beyond Myst and realMyst. Susan’s move to Cyan Worlds gave her an opportunity to apply her expertise in producing complex entertainment projects in the physical world to Cyan World’s massive new “virtual” world online project. Susan has an Industrial Engineering degree from Georgia Institute of Technology, and an MBA from Georgia State University. Neil McGuiness is Vice President of Entertainment and Comedy for IMG Media, a division of IMG, the world's premier sports, entertainment and media Company. IMG Media produces and distributes over 10,000 hours of sports, documentary, drama, comedy, entertainment, popular factual and children's content annually, over multiple platforms across 200 countries, including award-winning television and radio programming. It also represents the broadcast rights to many of the world's premier sporting events and has the world's biggest sports archive with more than 200,000 hours of footage. McGinness was previously Vice President of National Lampoon and General Manager of National Lampoon Mobile. Prior to National Lampoon, he also served as Vice President of Marketing and Business Development for Lorne Michaels' production company, Broadway Video Entertainment, the production company for television shows such as "Saturday Night Live" and "Late Night with Conan O'Brien" as well as motion pictures such as "Wayne's World." McGinness received a Bachelor of Arts in Classics and English from Georgetown University and a Master's Degree from NYU's Institute of Film and Television. Hamet A. Watt, founder, NextMedium: Hamet A. Watt is the founder of NextMedium, Inc., developer of the first turn-key platform to buy, sell and measure brand integration in entertainment content. The company is working with the industry to establish brand integration as a new standardized ad unit – to help advertisers connect with increasingly harder-to-reach audiences in a TiVo-enabled environment, while helping entertainment companies generate new revenue and offset rising production costs. NextMedium has also collaborated with Nielsen Media Research to develop analytics that help the industry measure the effectiveness and value of brand integration. An authority on advertising innovation, Watt is frequently asked to educate media companies on the changing entertainment landscape and the need for new approaches to revenue generation. He is also regularly a part of the public discussion on new advertising media, and has been quoted in Fortune Magazine, USA Today, Red Herring, Business 2.0, Advertising Age, AdWeek, MediaWeek, Television Week, Hollywood Reporter and Variety, among others. Prior to NextMedium, Watt was a general partner and vice president of business development at an international private equity investment firm managing capital in excess of $120 million. 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. Christoph Stadeler, CEO MRM Worldwide Germany; In over 20 years Christoph has worked as a strategic thinker and visionary leader for marketing and integrated communications in the FMCG, Automotive, Telecom/IT and Media/Entertainment industries in Europe. Today at MRM Worldwide (McCann Worldgroup's Digital and CRM arm) he leads global clients like General Motors, Microsoft, L’Oréal, Nestlé and MasterCard into the digital brand engagement space. Christoph started his career as business consultant in 1988 working with Marketing Corporation and with The Boston Consulting Group where he consulted Fortune 500 companies in the automotive, banking and telecom industry in Germany before joining the Young& Rubicam CRM arm Wunderman in the mid-90's as CEO Germany & Central Europe. For five years at Y&R/WCJ he grew WCJ to be a market leader in its field, created the digital and data analytics capabilities and was leading the efforts in building the integrated Y&R/WCJ 360° offering and actively took leadership for clients like Ford Motor Company, Jaguar, Citibank and American Express. In 1999 he was appointed COO of Kabel New Media AG, one of the leading German and European Internet Services Companies where he was responsible for building the international footprint, acquiring and merging partner companies and leading international accounts like Mini.com, BMW.com. He the IPO in 1999 and in 2001 the company was sold to BBDO InterOne). Then in 2001 he worked for a London-based private equity firm on the portfolio side and turned around one of their major portfolio investments before moving over to join McCann Worldgroup in Germany in 2005 to lead the drive toward creating sustainable value for their clients through digital, mobile and holistic branding. Christoph is a firm believer that fundamental changes will happen at the intersection of Madison and Vine and that the fusion on creative and analytics will create a next generation of “always on” marketers. Christoph holds a master degree from the European Business School and is proud father of a 14 years old digital wizard. Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan is a internationally recognized leader in the area of media and entertainment. Mr. Kassan has acted as a development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, TV Guide, FBC (Fact Based Communications), Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage Group, BNC, Cimarron Group. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide a division of The Interpublic Group of Companies (IPG:NYSE), at the time, the largest and most diversified media management company in the world, with more than 75 offices in North America, Europe and Asia. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994 and was instrumental in the sale of the company to IPG. While there, he oversaw the day-to-day operations in North America and was the architect of the firm’s international expansion and grew media billings from $1.5 billion to over $10 billion. Mr. Kassan, an attorney was counsel to the Los Angeles law firm of Christensen, Miller, Fink, Jacobs, Glaser, Weil & Shapiro. He had been President and Chief Operating Officer of International Video Entertainment (Artisan Entertainment). Mr. Kassan has acted as a director and advisor to many charitable and community organizations, including The Hollywood Radio and Television Society, and previously serving on The Commission on California State Government Organization and Economy. He also has been Chairman of the Senate Select Committee on the Entertainment Industry in California and in 1998 was elected to the Board of the American Advertising Federation. Mr. Kassan has served on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center.