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 Sunday, January 6th 2:30 PM - 3:30 PM Track I- RA4 – Reinventing Advertising 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 new 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. Todd Krieger, Senior Vice President, Denuo Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry Christian Rishel, Head of Agency Marketing and Strategy, Google Mark Kapczynski, VP & GM In-Stream Solutions, EyeWonder Joanna Drake Earl, President, New Media, Current TV Ron Belanger, VP, Agency Relations, Yahoo Renee Borkowski, SVP, Digital and Database Marketing, Leo Burnett/Arc Worldwide, Moderator Saul J. Berman, Global Lead Strategy Partner, IBM Media and Entertainment Practice Global Strategy & Change Services Leader, IBM Global Business Services: 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. Joanna Drake Earl, President of New Media, Current TV: As the first executive to join co-founders Al Gore and Joel Hyatt, and as the President of the Online Studio, Joanna has been the architect and manager of Current TV’s web-based participation platform, which enables television’s first truly interactive network. In addition, she leverages her extensive media and technology credentials to forge partnerships with leading, multi-platform distribution partners and oversees development of new media products. Before joining Current TV, Joanna was Vice President, Content Strategy for MOXI (now Digeo), driving the development of new video, music and gaming set-to-box based applications with the largest media and entertainment companies. Earlier, Joanna served as Vice President, Media Partnerships and Applications at ReacTV in Silicon Valley, where she partnered with leading media companies to deliver the world’s first personalized video news service on the Web. As management consultant with Booz Allen & Hamilton, Joanna spent five years developing strategic planning functions and market strategies for the motion picture, television and theme park divisions of leading entertainment conglomerates. In addition to her work in Hollywood, she developed strategic alliance programs and new media market strategies for three of the largest Silicon Valley companies. Christian Rishel, Head of Agency Marketing and Strategy, Google: Christian Rishel is head of marketing and strategy for the agency relations group. Prior this role, he has held several positions at Google, including managing the commercial relationship with Apple, and heading marketing for the travel industry group. Before joining Google in 2005, Christian was a practice expert at McKinsey & Company for travel and logistics, serving aviation companies around the world. He was also the first interactive marketing director for JetBlue Airways, where he led the development of TrueBlue, the customer appreciation program, and the IDEA Award-winning check-in kiosk. Under his care, online revenue increased from $30 million to $1 billion. He has also held positions in marketing and finance for Airbus and United Airlines. Christian holds an MBA from Duke University, an MS Foreign Service from Georgetown University, and an AB in Philosophy from Colgate University. He is based at Google’s office in San Francisco. Todd Krieger, Senior Vice President, Denuo - Todd Krieger has been doing pioneering work at the crossroads of media and technology for over the last 10 years. From his earliest days working as a creative at Organic Online to his time as an executive in the Yahoo! Media Group Todd has continually sought new ways to both develop and monetize content regardless of the platform on which it is distributed or consumed. In a newly-created role at Denuo, Todd is responsible for overseeing the agency’s West Coast expansion. Operating out of LA, Krieger will partner with both media companies and advertising clients to capitalize on opportunities in the fast-changing digital marketplace. Prior to joining Denuo, Krieger had been executive producer at Yahoo! Media Group where he developed and launched multiple entertainment properties, as well as overseeing the creation of innovative multi-platform programs for clients such as Intel and Fox. Before Yahoo!, Todd was the senior manager of business development at Microsoft TV, where he was responsible for a variety of interactive content running on the Microsoft TV platform, and worked with partners such as ABC, CBS, Comedy Central and HBO.  In addition to his work at Microsoft and Yahoo!, Krieger has written on technology and media for the New York Times, Wired, and MIT Tech Review, penned a book and developed two pilots for television. Mark Kapczynski, VP & GM In-Stream Solutions, EyeWonder: Mark Kapczynski has a successful track record as a serial entrepreneur, chief executive and media industry expert. His current venture, Kontrol Media Corp., is an idea incubator for startups and senior professionals in the media and technology markets including Web 2.0, mobile, and television. Prior to that, he was founder and CEO of MESoft, a media and entertainment software company, for which Kapczynski raised two rounds of seed and venture capital funding exceeding $8MM. Under his leadership, the company also grew its distribution to a global level and partnered with leading IT companies, such as IBM, Sun and AMD, and media companies that include Avid, Ascent Media and Sony. Additionally, he received a patent for a digital media workflow process. From 1995 to 2002, Kapczynski worked at Microsoft Corporation as their Director of Worldwide Media & Entertainment Solutions Group. During that time, he worked with numerous digital media and internet start-ups such as Homestore (now Move.com), Movielink, and MeTV. Mark Kapczynski got his first taste at being an entrepreneur in 1993 when he founded Digital Genesis-a pioneer in the internet/e-commerce space-which was sold to publicly-traded Netgateway, Inc. (NGWY, now IIG) three years later. Mr. Kapczynski graduated from UCLA film school and continues to be active in multiple industry associations that span media, mobile telecom, technology, and Internet Web 2.0. In his free time, Mr. Kapczynski enjoys car racing and playing the drums. Ron Belanger, Vice President of Agency Development, Yahoo!: Ron Belanger is the Vice President of Agency Development for Yahoo!. He is responsible for building mutually beneficial relationships with Yahoo’s! agency partners. By supporting a number of initiatives such as joint research, agency staffing, co-marketing events and product training, Belanger and his team empower agencies to scale their search marketing practices into profitable, high growth service lines. Prior to joining Yahoo! Search Marketing, Belanger was Vice President of Search and Affiliate Marketing at Carat Interactive (now Carat Fusion). There, he grew the nascent search practice of three employees into one of the largest services of the agency. Belanger is a noted expert in the field of search marketing, with a passion for the topic of search and branding. He is a sought after speaker, with appearances including Ad:Tech, Search Engine Strategies, OMMA, Search Insider Summit, MIXX, iMedia Summits, DMA Annual, and many other top industry events. His thoughts and opinions have been featured in publications such as the Wall Street Journal, Businessweek, USA Today, San Jose Mercury News, Adweek, AdAge, DM News and several other publications. Belanger is co-chair of the IAB Search Committe, a member of Search Engine Strategies Advisory Board and a member of the Board of Advisors of SEMPO. Belanger earned his Bachelor of Arts from Clark University and did graduate work at the McCallum Graduate School of Business at Bentley College. Renee Borkowski is SVP Digital and Database Marketing for Arc Worldwide, an affiliate of Leo Burnett Worldwide. Renee has been a part of the Leo Burnett Worldwide family of companies for over a decade, having developed innovative marketing programs for clients such as General Motors, Nestle/Purina, Procter & Gamble, Philip Morris/Altria and Maytag. In her most recent role she leads the digital strategy practice for the firm, bringing break-through ideas and marketing solutions aligned with the needs and behaviors of her clients' consumers. Believing that we as marketing services companies do too much talking about technology and not enough showing, Renee continuously looks for new and exciting ways to collaboratively educate and inform clients in engaging immersive ways. Beyond the ideas, Renee is responsible for driving responsible, efficient programs from planning to execution, deploying agency teams and forging partnerships across a complement of email, mobile, search, and name acquisition partners. In addition to her digital responsibilities Renee also leads a team driving name acquisition and data strategy initiatives ensuring that consumer information collected across marketing channels informs and enables effective brand interaction throughout the consumer experience. Her teams track and analyze consumer data through its lifecycle ensuring that consumer insights and program utilization are maximized for our clients. Renee earned her MBA from Northwestern University in 1998, and frequently contributes as guest lecturer and speaker in professional and academic circles. She enjoys alumni mentoring, hoping to pay it forward in gratefulness for the guidance she received early in her career. Renee is a hot-and-cold health and nutrition fanatic, enjoys travel and dining, and lives in Lake Forest Illinois with her husband and two children.